One of the biggest sins in the content world is working super hard to create a piece of content and using it only once. The same goes for link building if resources are only used once and then burned. This post answers a couple of questions on how to squeeze every last bit of juice from your existing content.
What is content repurposing anyway?
Put simply, content repurposing is converting your content from one form into another without sacrificing quality and original intent. The most frequent case of content repurposing, and the one you probably have done yourself, is turning a blog post into a presentation. And a resentation into an animation. And an animation into a podcast episode. And so on and so forth.
The idea behind repurposing is to reach more people with the same content, but in different formats. Some people prefer text, others videos, and other would like to listen to their content on their way to work for example. In very rare cases, a person is going to interact with the same piece of content in more than one format. After all, we all have our own preferences.
5 Reasons why content repurposing is great for link building
Including content repurposing in your content workflow will have a great side effect on link building. By pushing out multiple new content formats instead of the same text over and over again, you will multiply your reach and possible back links without the risks of running into problems with Google and duplicated content scenarios.
Here are five reasons why you should consider content repurposing as your link building strategy
It’s easier to get published by an order of magnitude if you are pitching with an interesting presentation or an infographic. To give you an example, I was asked to write this blog post after we published our infographic on content repurposing on Slideshare. Bloggers who find their inboxes full of guest posts requests will react much more positively to an infographic or a video in the pitch. Or may invite you to guest post like it happened in my case. They came to me, I didn’t have to ask.
Get do-follow links which improve your SEO with interesting content. Many multimedia aggregators allow do-follows links in the description and you should take advantage of that. Also remember that links in the PDFs are clickable. Maybe they are not the greatest source of SEO juice, but they are definitely a good source of traffic. Bloggers who decide to publish your content will also most likely put a do-follow in front of your links.
Google will NOT penalize you for posting the same presentation on multiple sites. Google knows where any given text appeared for the first time and will treat all other copies as less important (note: there are exceptions, but the rule of thumb is don’t do it). This doesn’t happen with presentations, videos, animations, webinars, podcasts, etc. E.g. you can post your presentation in a great number of presentation hubs and still get links and traffic back without running into problems. Most of the time, it won’t be considered as spamming. For example, when looking for video content, people around the world use their most convenient site. A person in the U.S. will use YouTube. But people in China will most probably type “Youku” or “Tudou” in their browsers (because, I don’t know, YouTube is blocked in China?).
Blog posts don’t go viral. Infographics and animations do. I’ll be honest – I have no hard data to support that claim, but let me ask you this: when was the last time you’ve seen a viral blog posts all over your Facebook timeline? I remember this one from Creative Market about a mix of two fonts: Comic Sans and Papyrus. Other than that, it’s mostly animations, infographics, and images that go viral. Adding visual aids makes content more shareable and will get you more traffic than text content ever can. It’s important to remember that virality is a tricky thing and one should not build one’s link building strategy on it. But it works and when your infographic goes viral, you will get an incredible amount of traffic and high quality links back to you.
And lastly you already own a huge collection of content and repurposing it as new formats can literally multiply your content base a couple of times. Neil Patel makes a great point for updating old posts and giving them new life either through repurposing or adding new content.
If you can only invest your time in one activity, get all the posts you’ve written in the past year and convert them to presentations or podcast episodes. You can then publish them in hundreds of places and see huge spikes intraffic and back link count.
Content creation for either link building or marketing purposes is a heavy task on it’s own. With repurposing, the return of investment of each word goes up, and so will the number of links back to your site.
There are hundreds of online tools available that can speed up your content repurposing as well. If you want to find out more about how long it takes to repurpose a blog post, we recently published a blog post about just that.