How to Refurbish & Repurpose Top Quality Website Content

How to Refurbish Repurpose Top Quality Website Content

Do not allow the top performing content on your site to sit there gathering dust. Unknown to most people is that such content can be refurbished and repurposed to get the most results of it. Here are three tips on how to achieve this goal in the Singapore internet marketing realm.

Identify the Top Traffic Pages

Thanks to Google Analytics and other web tools, it is possible to know the specific pages of your websites that receives the most traffic from search engines and social media platforms. As you do this, do not just focus only on the text, other forms of content such as videos and podcasts are also essential to your website.

Publish Content on Popular Platforms

Most people are squeamish about posting more content on popular platforms, but you should not. These sites are ranked high by not only Google but also other authority search engines such as Bing. More importantly, they already have a huge audience and so publishing your content here will expand your reach.

For instance, SlideShare ranks high on virtually all search engines. Posting a PowerPoint presentation on the platform will make it easy for you to share information about your products and services to a broader audience. You also stand a better chance of being recognized as an authority in a particular niche if you regularly upload how-to videos on YouTube.

Make Use of Referral Metrics

Continuously monitoring the performance of your content will enhance your online marketing efforts. Use analytical tools to know the number of views each page receives, users’ average time on site, bounce rate and conversion rate. Go an extra mile and look at where your qualified traffic is coming from to know which platforms that you should concentrate on most.

If you are getting more leads from your PowerPoint presentation posted on SlideShare, consider creating more informative and comprehensive presentations to supplement and support your other Singapore content marketing strategies.

Intelligent Ways of Repurposing Website Content for Better Organic Traffic and Sales

As a content marketer, you need to repurpose website content to expand your clientele reach and take advantage of unexploited lead generation opportunities. Most marketers concentrate on creating fresh content and forget about the already published content indexed by Google.

Why Should You Repurpose Content?

  • Saves Time

Creating a new blog post from scratch can take more than 48 hours, and this doesn’t include the time you will spend designing the graphics. If you haven’t done keyword research, you may spend up to five days.

Imagine having to spend such timeframes on multiple posts per month. You may have to forego other essential business tasks such as website redesign to create content. Repurposing content from past videos, infographics, and articles will save you hundreds of hours per month.

  • Reach New Audiences

Your audience is different- some prefer reading articles while others would rather watch videos than read a blog post. Publishing only one type of content limits you to a specific audience group. 

By reformatting content, you will connect or reach new audiences, which will promote the growth of your business by increasing sales. For example, if you are accustomed to creating text-based blog posts only, introducing audio-only content such as podcasts can help you reach out to more clients who are fond of such content. 

The beauty of a podcast is that the audience can listen to it while on the go or doing other house chores over the weekend via their smartphone – they don’t have to be on a computer. 

  • Maximise Content ROI

Quality content is expensive and takes days to create. Repurposing what’s already published on your blog or website will save you time and help you get maximum ROI. Audiences that didn’t connect with the first version of the blog will be targeted with the new format, thereby generating more sales for your business.

How To Decide Which Content to Repurpose

Not every piece of content on your website is a good candidate for repurposing. Some posts don’t need to be edited, some need to be deleted, and others edited to match the needs and expectations of your target customers

You should consider two factors when deciding which content to repurpose.

  • Evergreen Content

Evergreen content is content that’s not time-bound. It will still be relevant to the readers many months and probably years after publishing. Evergreen posts cover topics that millions of people continuously search for on Google and other search engines. They also don’t include time-based information or fad topics.

Since this content is loved by search engines and ranked higher than the conventional blog posts, it’s ideal for repurposing. If done correctly, rest assured that the content will repay you high dividends for many years to come.

  • Popular Content

Do you have articles that generated massive traffic and engagement with the readers? Use Google Analytics to identify high-performing blog posts and repurpose them. This recommendation is based on the fact that the topic resonated well with the audience. And so, it makes sense to repackage it to deliver the message to a larger audience. 

Here are some questions to help you locate the most popular content.

Create a list of all the potential blogs, then select the top-performing ones. Ideally, any article with high traffic, shares, and comments is suitable for repurposing.

Intelligent Ways of Repurposing Content Without Hurting Your Bottomline

When doing content marketing, every decision you make should be well-calculated and based on accurate market data. Let’s shift gears and look at smart ways of repurposing content without hurting your bottom line. 

  1. Develop a Round-Up Post

As the name suggests, round-up posts sum up all the vital information about a topic. It’s easy but effective in cranking up the organic traffic numbers. Group articles that cover similar topics and use them to create a comprehensive post.

Link all the articles selected to the round-up post to help readers quickly find more information from the original article. Don’t be afraid to share the post via social media and email to increase its visibility and impact on your business.

Here is an example of a round-up post by Design Milk that generated massive traffic online. The secret is making sure that the articles offer valuable information to the reader and are intertwined. Getting the round-post to rank high will not be difficult because they are already indexed and ranked by search engines.

  1. Convert Blog Posts into Guides or eBooks

One out of every eight books sold is an eBook. This statistic is proof that eBooks are gaining popularity. With most people using their smartphones to find information online, a quality eBook has the potential to scaling up your website cannot be overlooked.

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The eBook should cover one or two topics in detail, like the first tip. Having too many topics in one eBook will confuse the reader and encourage them to ditch it. For example, if you have articles on topics such as;

You can combine the articles to create a comprehensive eBook or guide on email marketing. The eBook will have virtually everything that a digital marketer needs to run a successful email marketing campaign. 

Zapier is an excellent example of a company that creates a detailed eBook for its readers every three months. The company recently recorded more than 15,000 downloads and 10,000 new email subscribers by consistently doing so.

Monitor the results achieved after a month to know if your audience is receptive to this form of content. As mentioned earlier, some audiences only prefer a particular content format, so you shouldn’t focus on eBooks if the readers don’t love them.

The opposite also works well – transforming an eBook into a series of blog posts. Most people prefer skimming through an article than spending hours reading an eBook. Breaking down an eBook into sizeable articles will help you connect with this select group of potential clients. Be sure to include target keywords to increase the posts ranking and visibility in SERPs.

  1. Convert an Article into an Infographic

The human brain process visuals faster and more efficiently than blocks of text. One plausible reason most people leave your site minutes after landing on the homepage or service pages is that there aren’t enough visuals.

You can save the situation and reduce the bounce rate by converting popular articles into infographics. Go for the most popular articles but, more importantly, those with evergreen content. Using such posts ensures that the infographics will be relevant to the audience and channel organic traffic to your landing pages for many years to come.

However, not all forms of content can be converted into an infographic. The best infographics are packed with statistics that are visually represented using charts and graphs. 

Several years ago, you would have to hire a professional graphic designer to create the infographic. Luckily, there are simple and user-friendly tools online such as Venngage, Piktochart, and Canva that you can use to create a stellar infographic fast. 

Compare the templates each offers to find one that best resonates with the topic and your audience. There are many tutorial videos on YouTube that you can watch to learn how to use the free infographic builders.

  1. Create a Content Upgrade Post from Existing Blog Post

Email marketing is one of the guaranteed ways of increasing sales and passing information about your brand. It’s so effective in helping brands grow as it creates a deeper connection with the target customers than other forms of digital marketing.

One of the challenges that content marketers face when launching the campaign is getting the target audience’s email addresses. Content upgrades resolve this problem by encouraging users to provide their email address in exchange for the gated content. 

Unlike other hacks of building an email list, this one work well because the users freely provide their email addresses and get real value for that simple action. Over the years, companies have been using it to increase white paper and eBook downloads.

Once you get the email address, please make sure you keep your promise of sending top-notch content that the audience is looking for, lest you compromise your credibility and have your emails marked as spam.

Usually, content upgrades are shorter and precise versions of an existing blog post. Here are some ideas to point you in the right direction.

    • A checklist
    • A cheat sheet
    • PDF version of an evergreen article
    • Template
    • List of resources
    • List of hacks

Save the audience time that they would have spent reading a lengthy buying guide or tutorial by offering an engaging content upgrade that covers the main points included in the tutorial. 

  1. Transform Website Page or Blog Post into Video

Like visual graphics, the consumption of videos has continued to rise over the last five years. In 2021, the number of YouTube users increased by 4.9%. 

Every minute, 500 minutes of video is uploaded on this ever-ballooning video sharing platform. Ride this wave by converting a popular blog post or website page into a video. People who probably didn’t have time to read the length post will watch it and take the desired action if you include a CTA towards the end of the video.

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One of the benefits of this content repurposing hack is that it can be applied to a wide array of topics. It also transforms long-form content into a short video that is engaging and relatable. Be sure to include a link to the original post in the description for readers who want to learn more about the topic. 

  1. Repost Articles on Medium

Since its inception in 2012, Medium has grown to be the go-to platform for guest posting and content sharing. It’s estimated to receive up to 60 million readers per month from across the globe. 

The site is considered an authority for multiple niches by Google, as evident from its high domain authority and ranking in SERPs. Backlinks from this site will promote your site’s SEO and ranking. You will also enjoy free traffic from millions of people who use Medium to source information on various topics.

If your website is new or you are yet to post on this platform, go ahead and create fresh content and post it here to increase your brand’s exposure and engage with an already engaged audience. You could also syndicate content to save time.

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Go the extra mile and include a call-to-action that encourages the readers to join your blog or website emailing list. Benjamin Hardy, a renowned freelance writer, public speaker, and author, repurposed articles from his blog and included a CTA at the end of every article. The strategy helped him get more than 20,000 subscribers in just six months.

If you intend to syndicate content from your blog, it’s recommendable to do so several days after publishing the article on your website. That way, Google will get enough time to index the article on your official blog before doing the same for the second version of the article on Medium. 

Otherwise, if you post the article on both platforms simultaneously, Google might think that the article on Medium is the original post, thereby hurting your rankings. Ensure that you include a link to the original article for backlinking purposes.

  1. Update Old Blog Posts and Re-Promote Them

They say old is gold – blog posts you uploaded months ago could make all the difference for your website. Even though these blogs may be irrelevant today and getting little traffic, they are already indexed by Google.

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Instead of leaving them to accumulate dust, polish them by adding fresh content and keywords to make them relevant to the audience today. More importantly, re-promote them on social media platforms to build traffic.

However, not all posts should be updated. For example, articles that no longer cover relevant topics, such as algorithm updates that happened in 2012, can either be deleted or used to create a round-up post of all the Google algorithm updates for the last decade. 

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Some companies have increased their organic traffic by up to 10% by updating old blog posts. Use Google Analytics to find posts that received massive traffic and top ranking back then and work on them. The best articles are those that cover evergreen topics. Make them fresh by including recent industry statistics and case studies. 

  1. Create an Email Series or Course from an eBook or blog post

Online courses are very popular, especially those that are offered via email. The recipient gets an email with information on a new topic every day at a specific time. They don’t have to join an online program, as they can access the materials using their smartphone.

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Look for blog posts covering a particular topic in detail and enjoy massive traffic. Divide the content into small bits and use them to create an email series. You can also use the information to offer a course. 

For example, if the article is titled “How to Use Google Analytics” and it covers the tool comprehensively, you can use the content to create a short Google Analytics course for beginners. 

Decide on the number of topics to discuss in the course based on the information in the blog post. Towards the end of every course email, include a link to the original post that the audience can click on to learn more about the topic before the next session.

Concisely, you will have a drip campaign that sends out emails to visitors on specific days after signing up. The first email can be immediately after they sign up to welcome them and inform them of what to expect from you in the coming days. The second email can be after 2-3 days, and so on. 

For this strategy to work well, make sure that you don’t bombard the audience with multiple emails every day as they won’t get enough time to digest the content sent in the previous email. Monitor the open email rate to gauge the performance of the campaign. You can also create custom content based on whether a user opened the email or not. 

For example, you can schedule online meetings and product demos with recipients who have been actively opening and reading your emails. Such personal interaction opportunities will give you a rare chance to understand the audience better and promote the products to them. Product demo, in particular, has a great potential of increasing organic traffic to the landing pages and sales.

Use a round-up post if you don’t have a long-form blog post that you can transform into an email series. As mentioned earlier, the articles listed in the post should be related to deliver the intended message cohesively. Make the email content even more relevant by including verifiable facts, tips, and statistics. 

  1. Use Blog Statistics, Headers, and Quotes as Twitter Posts

Brands with robust Twitter marketing strategies record an engagement rate of between 1-3%. Even though it’s low compared to other social media platforms such as Facebook and Instagram, it can help increase your brand visibility.

Save time that you would have spent writing brand new Twitter posts by sharing blog statistics, quotes, and headers. Picture this; if you have a 3,000-word article on SEO that contains 20 subheadings, you can use it to create new Twitter posts for the next 20 days – one subheading per day. 

Alternatively, you can commit to sharing a link to a news article published on your blog every day. The post should contain the original header of the article. Confirm that the link directs readers to the right post and write a short description to encourage the audience to click on the link. 

As you progress, consider using advanced online tools such as Hootsuite, Buffer, or MeetEdgar to schedule the posts. They will ensure consistency by automatically sending the post to your Twitter handle as you work on other projects. Remember to monitor the engagement levels each post accrues to know which topics you should share more. 

  1. Use Q&A from Quora to Create a Blog Post

Contrary to popular belief, repurposing content doesn’t necessarily mean that you should only use content posted on your website. With the rise of voice search, question-based keywords will catapult your blog posts to the first page of Google and help you get win featured snippets.

Which better place to get Q&As that you can combine to create a voice search optimised blog post than Quora. Use the responses to the questions as a guide when doing research. Beef up the answers by including statistics and links to case studies that have additional information or support the answers.

  1. Transform a Webinar into a Blog Post or YouTube Video

Webinars are great for product launches, demos, and training. People register to watch them, which is one of the primary reasons they are super engaging and effective in generating sales. 

However, some people don’t attend the webinar for one reason or another. Ensure that they also benefit from the information shared with the other participants by converting the webinar into a blog post or YouTube video. 

The YouTube video doesn’t have to be the entire webinar; you can pick the most critical scenes. If the video is too long, few people will watch it.

The same case applies to the blog post; pick the snippets of the webinar and use them to create a blog post. Use short paragraphs and H1, H2, H3, and H4 to make it easy for the readers to skim through the post. More importantly, the graphics in the article should be optimised for mobile

Reach out to the people who missed the webinar to inform them that you created a summary blog post or YouTube video. If the content is valuable, rest assured they won’t miss future webinars. 

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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