MarketMuse has an optimize tab that will rank your content against some of your biggest competitors.\u00a0<\/p>\r\n\r\n\r\n\r\n
When repurposing content that you\u2019ve optimized in the past, it\u2019s a good idea to run it through MarketMuse again before posting the update.\u00a0<\/p>\r\n\r\n\r\n\r\n
The world of SERP competition is fierce and ever-changing.\u00a0<\/p>\r\n\r\n\r\n\r\n
Just because this article performed well once doesn\u2019t mean it will stand up as well a second time on a whole new battlefield.\u00a0<\/p>\r\n\r\n\r\n\r\n
Another popular tool that will help your repurposed content rank better is Clearscope<\/strong>.<\/p>\r\n\r\n\r\n\r\n When you run your repurposed content through Clearscope, you\u2019ll receive a content score that takes your word count, search volume, and readability into account while comparing you with competitors.\u00a0<\/p>\r\n\r\n\r\n\r\n Of course, once all of that optimization is done, you need to make sure that your content is legible.\u00a0<\/p>\r\n\r\n\r\n\r\n Even if you have one of the keenest copy editing eyes on the planet, it doesn\u2019t hurt to use a grammar checking system just to eliminate that pesky human error.\u00a0<\/p>\r\n\r\n\r\n\r\n Grammarly <\/strong>is viewed by many to be the undisputed king of the grammar checker mountain.\u00a0<\/p>\r\n\r\n\r\n\r\n Through Grammarly, you can check your content for spelling, grammar, readability, tone, and even cases of accidental plagiarism.\u00a0<\/p>\r\n\r\n\r\n\r\n Once you have a list of articles, it\u2019s time to decide how you\u2019re going to repurpose content.\u00a0<\/p>\r\n\r\n\r\n\r\n There are several ways that content marketers can take old content and turn it into something new and fresh.\u00a0<\/p>\r\n\r\n\r\n\r\n The first and most obvious method is to take some of your old content and refresh it, removing any outdated information.\u00a0<\/p>\r\n\r\n\r\n\r\n Choose a topic that can use a refresh. Maybe you wrote an article about advancements in your industry.\u00a0<\/p>\r\n\r\n\r\n\r\n The advancements you detailed three years ago are old hat at this point. People want fresh and current content, so give them what they want.\u00a0<\/p>\r\n\r\n\r\n\r\n Check out how this inventory management business updated one of their best performing content for a 2022 refresh.\u00a0\u00a0<\/p>\r\n <\/p>\r\n\r\n\r\n\r\n <\/p>\r\n\r\n\r\n\r\n They took that original article published in 2017 and updated it with all of the latest and greatest advancements their industry is currently seeing.\u00a0<\/p>\r\n\r\n\r\n\r\n On another hand maybe you write reviews on your website. This LastPass review on password managers is not something that you just write once and then leave alone.\u00a0<\/p>\r\n\r\n\r\n\r\n Features and pricing change often, so it\u2019s a good idea to come back to these reviews and give them a tune-up every few months.\u00a0<\/p>\r\n\r\n\r\n\r\n When refreshing old content, you\u2019re taking the existing article and changing it up.\u00a0<\/p>\r\n\r\n\r\n\r\n Don\u2019t create a separate post that has a lot of the same content as the original. This would be a classic case of duplicate content, and a search engine like Google will penalize your SEO score for that.\u00a0<\/p>\r\n\r\n\r\n\r\n Content is a really broad term. A lot of people hear content and automatically assume you\u2019re talking about a blog post or some other form of written copy.\u00a0<\/p>\r\n\r\n\r\n\r\n But there are so many types of content. Sure, you can write a blog post, but you could also create an infographic, produce a YouTube video, and so much more.\u00a0<\/p>\r\n\r\n\r\n\r\n For starters, there\u2019s visual content like video. You can take an old blog post and create an explainer video about it, giving all of the same information in a more visual and engaging way.\u00a0<\/p>\r\n\r\n\r\n\r\n Videos receive more shares than images or text-based content on social media. You want to produce content that people can easily share on their Instagram stories, Twitter, or Facebook. There\u2019s a reason why YouTube is such a digital marketing goldmine.<\/p>\r\n\r\n\r\n\r\n Don\u2019t shy away from using videos in your blog posts. This is especially useful for how-to articles or any type of content that can benefit from a live demonstration.\u00a0 <\/p>\r\n\r\n\r\n\r\n <\/p>\r\n\r\n\r\n\r\n Using other forms of media in your articles will keep your readers engaged and create the opportunity for it to be shared.<\/p>\r\n\r\n\r\n\r\n Changing formats will allow you to effectively double your output without getting dinged by Google for duplicate content.\u00a0<\/p>\r\n\r\n\r\n\r\n What\u2019s more, putting out vital information in a multitude of different formats casts a wider net and appeals to a broader audience.\u00a0<\/p>\r\n\r\n\r\n\r\n Don\u2019t settle for just one type of content.<\/p>\r\n\r\n\r\n\r\n The concept behind hub and spoke is one central item from which a multitude of other items branch out.\u00a0<\/p>\r\n\r\n\r\n\r\n This is an idea that goes beyond content. The city of Paris and Walt Disney World\u2019s Magic Kingdom are designed in a hub and spoke manner. From an architectural standpoint, it makes it easy for travelers to navigate the area.\u00a0<\/p>\r\n\r\n\r\n\r\n With content, it\u2019s much the same.\u00a0<\/p>\r\n\r\n\r\n\r\n You have one large in-depth piece of content. Maybe it\u2019s something you wrote long ago.\u00a0<\/p>\r\n\r\n\r\n\r\n From that original piece, you write and link to follow-up articles, summarizations, and additions. All of these spin-offs, or spoke articles, link back to the original piece.\u00a0 <\/p>\r\n\r\n\r\n\r\n <\/p>\r\n\r\n\r\n\r\n By looking at the content of this article, you can tell that they can create separate articles for each bullet point.\u00a0<\/p>\r\n\r\n\r\n\r\n For example, \u201cGPS help button\u201d in this article, they would elaborate what it is, its history, benefits, and so on.<\/p>\r\n <\/p>\r\n\r\n\r\n\r\n <\/p>\r\n\r\n\r\n\r\n This tactic not only extends the lifespan of each article, but it also helps you quickly create new content using information that you have already gathered.\u00a0<\/p>\r\n\r\n\r\n\r\n On top of that, it also helps your SEO score by providing cross-links throughout your site.\u00a0<\/p>\r\n\r\n\r\n\r\n If you look through your website, I\u2019m sure you have a bunch of \u201c5 ways to improve\u2026\u201d or \u201c11 Tactics you can use to\u2026\u201d articles.\u00a0<\/p>\r\n\r\n\r\n\r\n The curse of these posts is that the more topics you\u2019re covering, the less time and space you have for each section. But you can take those \u201c11 tactics you can use\u201d and create 11 separate articles out of them.\u00a0<\/p>\r\n\r\n\r\n\r\n Once you do that, go back to the original numbered article and link each section out to the new content.\u00a0<\/p>\r\n\r\n\r\n\r\n This is another classic example of creating new content using information you\u2019ve already gathered.\u00a0<\/p>\r\n\r\n\r\n\r\n The average blog post is 1,236 words. This is a figure that goes up year by year. Six years ago, you were fine with 808 words, but that number has steadily risen to where we are today.<\/p>\r\n <\/p>\r\n\r\n\r\n\r\n <\/p>\r\n\r\n\r\n\r\n With a word count continually on the rise, you might feel pressured to spend most of your time pumping out blog posts to feed Google\u2019s love for new content.\u00a0<\/p>\r\n\r\n\r\n\r\n But now more than ever, you should be focusing more on writing a few solid articles than a multitude of subpar offerings.\u00a0 <\/p>\r\n\r\n\r\n\r\n <\/p>\r\n\r\n\r\n\r\n It\u2019s a classic case of quality over quantity. When you\u2019re striving for short term ROI and making the most of your time, a few quality articles can take you a long way.\u00a0<\/p>\r\n\r\n\r\n\r\n In fact, publishing quality content remains an effective way to earn links.<\/p>\r\n\r\n\r\n\r\n You can ensure that you\u2019re creating the best content possible by taking a number of steps.\u00a0<\/p>\r\n\r\n\r\n\r\n If you want your readers to engage with the content you\u2019re putting out; you\u2019re going to have to hook them early.\u00a0<\/p>\r\n\r\n\r\n\r\n The general idea is to build a sense of anticipation in your target audience that makes them want to read on. Failure to capture the interest of your reader right off the bat is going to cause them to click away.\u00a0<\/p>\r\n\r\n\r\n\r\n One way to do this is to lean hard on the angle you\u2019re trying to convey. Every article has a general topic, but the angle is the side that you\u2019ve picked and will defend throughout your content.\u00a0<\/p>\r\n\r\n\r\n\r\n Another popular hook method is providing anecdotes. Telling a story with your lede can create a sense of suspense in your reader. It\u2019s also a great excuse to flex your creative writing muscles a bit.\u00a0<\/p>\r\n\r\n\r\n\r\n The mark of a skilled writer is the ability to make an otherwise dry topic sound appealing and even exciting.\u00a0<\/p>\r\n\r\n\r\n\r\n If you\u2019re just listing off a mindless mountain of facts, you\u2019re going to lose your audience. Craft a narrative that pulls the reader in. Create an emotional connection.\u00a0<\/p>\r\n\r\n\r\n\r\n The facts won\u2019t sink into the minds of your readers unless you\u2019ve established a compelling foundation for them.\u00a0<\/p>\r\n\r\n\r\n\r\n Writing is formulaic.\u00a0<\/p>\r\n\r\n\r\n\r\n It\u2019s something people have come to expect. When you\u2019re writing content, it\u2019s your job to take readers down a familiar path in a new and creative way.\u00a0<\/p>\r\n\r\n\r\n\r\n If you deviate from that formula, you\u2019re going to confuse and lose them.\u00a0<\/p>\r\n\r\n\r\n\r\n So, what is this magic formula?\u00a0<\/p>\r\n\r\n\r\n\r\n Glad you asked!\u00a0<\/p>\r\n\r\n\r\n\r\n First, you have a problem<\/strong> that has to be solved. Highlight that first and foremost.<\/p>\r\n\r\n\r\n\r\n Then, agitate<\/strong> the problem, talking about why it\u2019s even tougher than the reader suspected. This is a great place to highlight some pain points that your ideal reader is likely experiencing.\u00a0<\/p>\r\n\r\n\r\n\r\n Finally, offer up a solution<\/strong> that resolves the problem entirely.\u00a0<\/p>\r\n\r\n\r\n\r\n Have you ever noticed how some brands have a specific personality? That overall tone is present whether you\u2019re watching a video, reading a blog, or looking at a tweet.\u00a0<\/p>\r\n\r\n\r\n\r\n That\u2019s not an accident. Every brand needs a distinct voice and tone. It\u2019s your job as a writer to capture that and keep it consistent.\u00a0<\/p>\r\n\r\n\r\n\r\n If you have multiple writers on staff, they should have to comb through a voice and style guide before they ever set fingers to keys.\u00a0<\/p>\r\n\r\n\r\n\r\n A great example of a distinct voice is Wendy\u2019s, the fast-food restaurant.<\/p>\r\nHow Do You Repurpose Old Content?<\/h3>\r\n\r\n\r\n\r\n
Refresh Outdated Content\u00a0<\/h4>\r\n\r\n\r\n\r\n
![\"\"](\"https:\/\/i0.wp.com\/www.rankwatch.com\/blog\/wp-content\/uploads\/2021\/11\/1-1-1.png?ssl=1\")
<\/a><\/figure>\r\nChange Formats<\/h4>\r\n\r\n\r\n\r\n
Take a look at how this article on digital signature workflows includes a short video to summarize the processes discussed in writing:<\/p>\r\n<\/a><\/figure>\r\nHub and Spoke Content<\/h4>\r\n\r\n\r\n\r\n
Take a look at how Bay Alarm Medical spun this guide about medical alert systems and internally linked to related content they published after.<\/p>\r\n<\/a><\/figure>\r\n<\/a><\/figure>\r\nIndividual Posts From a Numbered Summary<\/h4>\r\n\r\n\r\n\r\n
Write Quality Content<\/h2>\r\n\r\n\r\n\r\n
<\/a><\/figure>\r\n
For example, this RingCentral review article is a great article of a quality article that will be worth sharing.<\/p>\r\n<\/a><\/figure>\r\nInclude a Compelling Hook<\/h4>\r\n\r\n\r\n\r\n
Tell a Story<\/h4>\r\n\r\n\r\n\r\n
Follow the Formula<\/h4>\r\n\r\n\r\n\r\n
Have A Unique Brand Voice or Tone<\/h4>\r\n\r\n\r\n\r\n