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If someone says “content is king” one more time, I am going to go crazy!

This phrase gets quoted ad nauseum, without being tied to a strategy for driving business growth.  People hear this phrase, jump on the bandwagon and decide they need to start writing articles for their blog content and push forward without any consideration of their business goals. And most importantly, any consideration to on page SEO and internal linking. It’s like catering for a party and not sending out the invites.

I say “Let’s behead the king for high treason, in not creating content designed to help businesses hit their revenue targets.” It’s downright wrong.

Repurposing old blog content is an ideal strategy for improving your overall content marketing strategy.

The best SEO agencies in the industry globally agree that not only does repurposing blog content saves time and money by recycling something that most perceive as having zero value. It also provides optimization insights into improving your overall digital marketing efforts.

This article is intended for all business owners, CEOs, and marketing specialists to learn how to repurpose blog content in a way that will increase your online visibility and online SEO goal conversions.


Blog Content For Business Growth: How Does Your Blogs Drive Conversions?

Having a ‘vanilla’ blog only slightly improves rankings. Blogs that are written to target precise target market audiences and designed to rank for buyer-focused search queries, gives readers a reason to complete the desired call to action leads to greater conversions.

This type of blogging is a fundamental part of any comprehensive inbound marketing strategy, so why hold it back? Why business owners and ‘SEO’ specialist’s fail to include blogging content into SEO strategy as a key component leaves us scratching our heads. Click To Tweet

SEO is challenging at the best of times to squeeze conversions from, but with the right blogging strategy, you’ll see steady growth. Repurpose old blog content to produce content that will rank and convert. To accelerate results in terms of organic ranking, merge SEO and social media marketing alongside your blogging strategy for greater leverage.


Blog Content For Business Growth: How Does Your Blogs Drive Conversions?

Determining which blog content is worth repurposing is critical.

To do this use SEO tools to extract certain data. SEO agencies will do this monthly or bi-monthly. Review your content and determine which blogs are ideal candidates for repurposing.

Here are some tools you can use to find ideal blog posts:

Google Analytics– Use GA to determine what blogs get the greatest engagement. Pay attention to metrics like top visited pages, session duration and bounce rate. This will allow you to see which of your blog content is your best performer.

SEMrush or ARhefs – Use this tool to determine which keywords and terms your existing content helps you rank for. You can also use these tools to help rank your repurposed blogs by discovering keywords options, as well as related and longform search terms.

Google Trends– This tool will help you track a subject’s popularity down to the location. Though not a cornerstone tool, Google Trends gives great insights that can lend to determining your best blogs to repurpose.

BuzzSumo– This tools allows you to see what the most popular shared articles are from social media platforms. BuzzSumo also allows you to find what kind of content would resonate with your audience the most, and therefore provide key insights into which of your blogs are best suited to be recycled.

Last but not least, your best content for repurposing will be centered around core topics that your prospects care about.

target market buyer persona

Content Marketing Targets: Pair Repurposed Content to Your Target Market Needs?

Thanks to major improvements to Google’s algorithm (thank you RankBrain), ranking content that Google loves walks hand-in-hand with content that resonates with ideal buyers. In other words, keywords and search phrases associated with content that people favor, ranks really well.

Take your blog content for repurposing, and match it to one of your target market personas.

This recycles your blog content in a way whereby the topic, title, buyer-based need fits in beautifully to the pain-point held by your individual target market personas.

For example, if a business sells adrenalin adventure trips, and one of their buyer personas are mountain climbers with a common pain-point to climb Mount Everest , find the perfect blog worth repurposing.

For example, take a previous blog titled, ‘Top 5 Best Mountain Climbing Adventure Trips’, add in a few other options, and change the topic and title to address a pain point. The new title could be, ‘Which of these 7 Reviewed Mountain Climbing Trips do You Aspire to Complete?’

Not only are you using more than half the content already there, but you are repurposing the blog to better fit a common pain-point held by your ideal buyer. This is the kind of content that ranks well in the world of SEO, and that leads to sales thus enabling business growth.


Time to Plan Your SEO Strategy

Once you’ve identified your list of blog content to repurpose, and have determined the topics and which buyer personas to pair them to, you need to rewrite for SEO optimisation on each blog piece. Here are some SEO tips to help your blog content rank for the right audience:

Determining Your keywords – These will be broad, longtail, and include search term variations that are laser targeted around their needs.

Titles and Tags – Your page title, H tags and image ALTs should reflect the blog’s content and contain the right keywords as reflected in your SEO strategy.

Meta descriptions – Your meta descriptions should reflect your blog content’s main point and entice people to take the action you want them to.

Cornerstone Content – Use the blog cornerstone content model, and link to an appropriate cornerstone page. Both Google and your customers love structured content.

Audit  Duplicate Content – Run a duplicate content audit to make sure you have repurposed enough of the content to ensure they are original in the eyes of Google. Each blog should have less that 20% duplicate content from the original content piece.

Word Count – Aim for a minimum of 1000 words yet keep in mind, the more, the better. Be selective and use images that resonate with the content to keep readers engaged, and place images strategically throughout the content.


Converting Blog Readers Into Customers

Once you have repurposed your blog content you want to make sure that you are giving reader’s a compelling reason to become a customer. You need to make sure your repurposed blog content is written in a way that speaks to your target market buyer person. That it is compelling and clear about the action you want them to take next.

The buyer journey has four-stages including Non-Awareness, Awareness, Consideration and Decision. Click To Tweet

Repurposing a blog that speaks to a specific stage in the buyer’s journey encourages conversions because you are giving prospects the right content for where they are at.

From the article, you can send them to another blog or a landing page getting them to take a specific action. On this page, they can learn more about how your products offer the best solution.

By incorporating your buyer’s journey into your content creation plan, you need to use calls to action (CTAs) with appropriate messaging at the end.

You can entice buyers to download additional content about your products and services, take them to a shopping cart with a featured product, or funnel them to an enquiry form for example.

In reaching the right prospects through repurposed blogs you are giving them answers to questions, backing this up with robust SEO and conversion strategy. This will help your content rank extremely well, and deliver a noticeable increase in revenue generating conversions.

Did This Information Help You With How to Repurpose Blog Content?

Be sure to have a strategically guided blog that improves your rankings and assists in ensuring year-over-year business growth needs planning, focus and is challenging. Initiating a modern SEO strategy alongside your blog will be a game changer for your business when it’s done well.

If you found value in this article, we invite you to download our FREE guide on Explosion Marketing’s approach to SEO.

Take the principals of our inbound marketing methodology and inject them into a modern organic search strategy.

Got questions? Give us a call and talk to us about your business goals.

Nyrie Roos

Author Nyrie Roos

Nyrie is a digital marketing consultant, website developer, social media marketer and SEO specialist based in the Tweed Valley and Brisbane. Nyrie enjoys working closely with digital marketing teams and action orientated business owners to implement their digital marketing strategy in a way that’s results-focused, simple and effective.

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