In the last article in our series on content marketing, we dealt with the importance of up-to-date content, today we're talking about content recycling. But how does that fit together?
It's simple: Content recycling is much more than just reposting older content! After all, a balanced content mix does not only include so-called hygienic content that remains permanently valid. There are also topics that change and can be updated again and again!
Of timeless content and "upcycling"
Every good content mix requires timeless content that answers questions. After all, step-by-step instructions, craft tips or advice on how your users recognise a high-quality shoe don't change as quickly as the weather news. But use your Evergreen content properly! Keep an eye out for people who need your help and target your links where they're needed. Join topic-specific forums and groups on social media portals to answer questions with your existing helpful content! In this way you not only consolidate your expert status, you also gain valuable backlinks.
The wheel doesn't have to be reinvented again and again, but an adaptation makes sense! Nobody wants to read a blog article about the latest trends in web design if this article is from 2012. But the topic itself remains timeless and can always create valuable added value! So keep your content always up to date by reporting on the latest changes in fast-moving topics! A change of format can also be an important aspect of content recycling. You have a timeless tutorial in your blog? Then how about preparing the content as a video or podcast? Even crisp summaries for portals like Instagram will inspire new customers!
Clever content recycling: Stay fresh!
Peer Wandiger presents impressive figures in his article about new releases on the net: The before-and-after comparisons show page-view increases of up to 1,900 percent. A content refresh therefore holds considerable SEO potential. Use your analysis tools to find out which content is particularly popular and vary your most successful topics! Also carry out regular keyword research for your existing content, so you can see which content is worth refreshing. The meta tags and snippets of your content should also always be up to date. Here SEO plugins are a valuable help. More SEO measures you will learn in our next article!
Here you will find an overview of the entire series of articles: