Let’s be honest, it takes time and effort to create good quality website content. It’s a monthly service we deliver for many clients as we all recognise that it’s good to engage audiences and improve SEO. But a common mistake is to accept that work ends after hitting “publish” – the content is shared once and is then lost in the archives.
That’s a missed opportunity…
Good content has a long shelf life, and when properly managed, it can continue to deliver value for months, even years after its initial release. If you’re thinking “why would I share it again, I don’t want to bore people”, then don’t fear, repurposing and resurfacing your best content isn’t repetition — it’s smart marketing.
Why repurposing content matters
Let’s start with the big picture: content repurposing is about getting more mileage from your existing content. But why is it so important?
Here are three key reasons:
1. Reach new audiences
Not every visitor sees your content when it’s first published. Maybe they weren’t following your company back then, or maybe the timing wasn’t right. By resurfacing older content, you get a chance to reach a new audience—people who may not have seen your original post. This is particularly powerful if your content is evergreen (timeless topics that remain relevant).
2. Reinforce key messages with your existing audience
Even if your audience did see your content the first time, it’s worth resharing. Repetition can help reinforce important messages, ensuring your audience internalizes them. Frequency matters. Resurfacing quality content helps you stay top-of-mind for your audience and ensures your brand’s key messages are consistently reinforced.
3. Boost SEO and organic traffic
Fresh content is great for SEO, but updated content is even better. Search engines reward pages that are kept relevant over time. By revisiting, updating, and resharing your content, you give it new life in the eyes of Google and other search engines. You’re signalling to the algorithm that your page is still relevant, which can help you climb higher in search rankings and attract more organic traffic.
How should you do it?
To repurpose content effectively there are some best practices which will help maximize the impact of your content over time.
1. Identify your evergreen content
The first step in a repurposing strategy is to identify your evergreen content—pieces that have long-term relevance. Unlike news articles or trend-based posts, evergreen content covers topics that remain valuable regardless of time. For example, core educational topics within your area of expertise. Our client FourPhase has a fantastic bank of content, much of which can be classed as evergreen – check it out here.
Tip: Review your website analytics to see which posts have consistently brought in traffic over time. These are prime candidates for resurfacing.
2. Update old content for relevance
Before resharing content, make sure it’s up to date. Revisit your older posts and check for outdated information, broken links, or design issues. A simple content refresh – like adding updated statistics, key dates, refining key points, or integrating new insights, can make your article feel new again.
Tip: SEO / Google loves updated content. By tweaking and refreshing older posts, you can improve their rankings in search results.
3. Change the format
Another powerful way to repurpose content is by changing its format. Here are some ideas:
- Turn blog posts into infographics: visual content is highly shareable and can reach audiences that prefer quick, digestible information.
- Repurpose blog articles into social media posts: take out a key point and reiterate it
- Create videos or podcasts from your articles: video and podcasts are hugely popular and effective mediums. Converting written content into engaging audio or video formats can expand your reach to new audiences.
4. Strategically reshare on social media
Simply resharing old content on social media without a plan won’t generate results. Approach it strategically by pairing it with current events, recent trends, or upcoming product launches.
Example: If you wrote a blog post six months ago about a product which is particularly applicable in the middle east, then re-share it in the run up to ADIPEC.
Using these moments to tie old content to current conversations increases its value and encourages engagement from your audience.
5. Optimize for SEO – again
If you’re updating content, it’s also a good time to reoptimize for current SEO trends. Research new keywords related to your topic and integrate them naturally into your post. Look for new opportunities to improve meta descriptions, image alt texts, and URL structures.
Resurfacing content not only brings value to your audience but also signals to search engines that the content is still relevant and useful.
6. Consider other channels
Email marketing or LinkedIn newsletters are a great way to re-engage your audience, and repurposing your content can be a credible inclusion. Consider curating a monthly or quarterly email / LinkedIn newsletter series, where you reshare latest news, combined with some of your most valuable posts.
A recent LinkedIn newsletter we launched for Ace Well Technology got over subscribers in the first month (20% of their LinkedIn audience). Sharing good quality content keeps your subscribers engaged and drives them back to your website.
Work smarter
Honestly, there is a real irony to this blog, as we wrote it after discussing how we could “just” reshare an older website article as a social post! Once we started to talk about resharing we couldn’t resist writing this!
However, the point is – smart content marketing isn’t always about producing new content. You can extend the life of your existing content by refreshing, updating, and resharing.
Our next social post will be a re-share!!