Struggling to create new content? You should be reusing the content you already have!
Here's how using a presentation I presented at SearchLove San Diego.
SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
How to Reuse Your Content and Make the Big Bucks: Content Marketing
1. P O W E R
1
Reuse, Recycle:
How to Repurpose Your Content
and Make the Big Bucks
2. @ A S H L E Y M A D H A T T E R
2
Corporate Speaker
SEMrush
ASHLEY WARD
I N T E R N A T I O N A L S P E A K E R
W R I T E R F O R S E A R C H E N G I N E J O U R N A L
A G E N C Y O W N E R
D O G M O M , F I A N C E , B A C K P A C K E R , H I K E R , O F F R O A D E R ,
3. P O W E R
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3
Create less,
promote more.
@ A S H L E Y M A D H A T T E R
— Salma Jafri
4. P O W E R
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4
There’s SOO much
content out there.
@ A S H L E Y M A D H A T T E R
— Users
5. P O W E R
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5
The company is in
a boring industry.
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— Inhouse Marketers
6. P O W E R
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6
The company has no
budget to promote.
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— Agencies
7. P O W E R
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7
I don’t want to focus
on me as the story
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— CEO’s
8. @ A S H L E Y M A D H A T T E R
8
Recycling Content in 2018
T H E R U L E S Y O U R E X P E R I M E N T M E A S U R I N G C O N T E N TB U F F E R E X P E R I M E N T
1 2 3 4
F I N A L T I P S
5
9. P O W E R
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9
The Buffer
Experiment
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11. @ A S H L E Y M A D H A T T E R
The Buffer Experiment
No new content for 4 consecutive weeks
D o n ’t p u b l i s h a n y
b r a n d n e w c o n t e n t01
R e p u r p o s e e v e rg re e n
c o n t e n t i n t o e b o o k s ,
& S l i d e s h a re s02
U p d a t e o l d b l o g
p o s t s w i t h a u d i o
a n d g r a p h i c s03
12. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Content
Audit
• Top performing
• Most shared
• Backlinks
12
13. @ A S H L E Y M A D H A T T E R
From the audit,
they chose 10
pieces of content
and separated
them over 4 weeks.
15. P O W E R
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15
The Results..
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Blog Traffic
Went Down..
a little
16
17. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
But Organic
Went Up..
17
18. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Slideshare
Views
Increased
• Added 3 new SlideShares
• Referral traffic from SlideShare
jumped from 50 visits to 90
visits
• Increased overall SlideShare
views by 380%
18
19. @ A S H L E Y M A D H A T T E R
2,397 ebook downloads
Created 1 new email drip campaign
And maintained less than 5% drop in unique visits to their blog
20. @ A S H L E Y M A D H A T T E R
Successful Experiment - Reusing Content is Possible
21. P O W E R
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21
The Rules to Follow
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C O N T E N T R U L E S Y O U R E X P E R I M E N T M E A S U R I N G C O N T E N TT H E B U F F E R E X P E R I M E N T
1 2 3 4
F I N A L T I P S
5
22. P O W E R
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22
Republishing
vs
Recycling
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23. @ A S H L E Y M A D H A T T E R
B l o g P o s t
S o c i a l M e d i a
E m a i l N e w s l e t t e r
Republishing
Content
Publishing the same piece of content but
updating the info, images, or some of the
content.
24. @ A S H L E Y M A D H A T T E R
B l o g P o s t
A u d i o P o s t
I n f o g r a p h i c
Recycling
Content
Taking a content piece and reproducing the
content into new forms of content.
25. P O W E R
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25
Rule #1:
Don’t Republish All of
Your Content
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26. @ A S H L E Y M A D H A T T E R
Buffer Chose ONLY 10 Pieces of Content,
Not All of 2017
27. P O W E R
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27
Rule #2:
Wait 2 Weeks to
Republish Content
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29. P O W E R
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29
Rule #3:
Don’t Change the
URL if You’re
Republishing
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30. @ A S H L E Y M A D H A T T E R
Unless You’re Going to Update URL on ALL Places…
31. P O W E R
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31
Your Buffer Experiment
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C O N T E N T R U L E S Y O U R E X P E R I M E N T M E A S U R I N G C O N T E N TT H E B U F F E R E X P E R I M E N T
1 2 3 4
F I N A L T I P S
5
32. P O W E R
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32
Step #1:
What Are Your
Content Goals?
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33. @ A S H L E Y M A D H A T T E R
Buffer Defined Their Goals, Even Before the Audit
34. @ A S H L E Y M A D H A T T E R
blog posts
social media posts
email newsletters
infographics
videos
reviews
how-to guides
case studies
training courses
W E B S I T E
T R A F F I C
Different Content Achieves Different Goals
email newsletters
landing pages
social media ads
social media posts
N E W
L E A D S
guest posts
blog posts
infographics
videos
reviews
how-to guides
case studies
training courses
I N C R E A S E
R A N K I N G S
training courses
email newsletters
blog posts
how-to guides
C U S TO M E R
E D U C AT I O N
B R A N D
E X P O S U R E
guest posts
blog posts
infographics
videos
case studies
social media posts
34
35. P O W E R
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35
Step #2:
Audit Your Content
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36. @ A S H L E Y M A D H A T T E R
Pro’s to Auditing Your Content:
W h a t w a s t h e
t o p i c ?
W h a t k i n d o f
c o n t e n t i s i t ?
Wa s i t h o w - t o ,
l i s t i c l e , e t c ?
W h o w a s t h e
a u t h o r ?
H o w d i d y o u
s h a re i t ?
H o w l o n g h a s i t
b e e n p u b l i s h e d ?
37. P O W E RP O W E R
15
@ A S H L E Y M A D H A T T E R
Create a
Spreadsheet to
Track Metrics
1. Create spreadsheet or use this one: http://bit.ly/contentauditexcel
2. Run an audit for all 2017 content
3. Start tracking metrics weekly for new content
38. P O W E R
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Step #3:
Create Your “Gem List”
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39. @ A S H L E Y M A D H A T T E R
Create Your “Top 10 Gems” List,
or Your Magic Number
40. @ A S H L E Y M A D H A T T E R
Choose 5 to ReCYCLE and 5 to RePUBLISH
Listicles Update
Infographic
41. P O W E R
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Step #4:
Distribute Wisely
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42. @ A S H L E Y M A D H A T T E R
How we distribute the content makes or breaks the effectiveness of the content.
43. @ A S H L E Y M A D H A T T E R
Content Distribution Channels
• SEO
• Reviews
• Media Coverage
• Shares
• Mentions
• Paid Social Promotion
• NativeAdvertising
• DisplayAdvertising
• Retargeting
• PR
• Paid Influencers
• Website
• Blog
• Social Media
• YouTube
PA I D O W N E D
E A R N E D
44. @ A S H L E Y M A D H A T T E R
Play the Waiting Game - 4 Weeks
or Longer or Shorter…
45. P O W E R
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Measure the Results
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C O N T E N T R U L E S Y O U R E X P E R I M E N T M E A S U R I N G C O N T E N TT H E B U F F E R E X P E R I M E N T
1 2 3 4
F I N A L T I P S
5
47. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Define Your
Key Metrics
Website traffic is a metric, but it may
not be the most important metric for
each content type.
Key metric for blog posts:
Key metric for podcasts:
47
48. P O W E R
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What to Measure with
Content.. and the
Tools
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49. 09:00
pm
M a y 2 6 t h 2 0 1 3
STURDAY
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50
User
Behavior
Find user behavior
metrics using:
• SEMrush Reports
• Google Analytics
• SimpleReach
• Chartbeat
51. 09:00
pm
M a y 2 6 t h 2 0 1 3
STURDAY
@ A S H L E Y M A D H A T T E R
52. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Engagement
Find user engagement
metrics using:
• Social media platform analytics
• SEMrush Social Media Tracker
• Mention
• Brand24
52
53. 09:00
pm
M a y 2 6 t h 2 0 1 3
STURDAY
@ A S H L E Y M A D H A T T E R
54. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
SEO
Metrics
Find SEO metrics using:
• Google Webmaster Tools
• SEMrush On Page SEO Tracker
• SEMrush Domain Analytics
• Google Trends
• Majestic
54
55. P O W E R
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C o n t e n t
M a r k e t i n g
I n s t i t u t e
B2B marketers report sales lead quality
as their #1 most important metric
for measuring content marketing success;
even more important than sales and conversions.
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56. 09:00
pm
M a y 2 6 t h 2 0 1 3
STURDAY
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57. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Company
Revenue
Find company revenue:
• Track the number of returning
users in Google Analytics
• Check CRM for new leads /
existing leads
• Conversion rate =
Conversions / clicks
57
58. P O W E R
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58
Key Takeaways..
(write these down)
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R E U S I N G R U L E S C O N T E N T A U D I T M E A S U R I N G C O N T E N TW H Y R E P U R P O S E
1 2 3 4
F I N A L T I P S
5
59. P O W E R
59
Don’t Be Afraid to
Update Your Old
Content
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60. P O W E R
60
Turn Text into
Video and Audio
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61. P O W E R
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Put Your Content
on Slideshare and
Quora
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62. P O W E R
62
Turn Old Blog
Posts into eBooks
@ A S H L E Y M A D H A T T E R
63. P O W E R
63
Think Mobile-First
With Your Content
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64. P O W E RP O W E R
54
S w e o r
Mobile devices are projected to reach 79% of
global internet use by the end of 2018
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65. P O W E RP O W E R
55
S w e o r
Nearly 8 in 10 customers would stop engaging with
content that doesn’t display well on their device
@ A S H L E Y M A D H A T T E R
66. P O W E R
Responsive Content
56
@ A S H L E Y M A D H A T T E R
Text Size
Keep text at a readable size
Images
Keep image file sizes small and
loadable
Load Speed
Aim for load speed of less than
2 seconds
67. P O W E R
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Buzzfeed Desktop Keyword Positions
68. P O W E R
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Buzzfeed Mobile Keyword Positions
69. P O W E R
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G E T S L I D E S
ashley.ward@SEMrush.com
L I N K E D I N
Linkedin.com/in/ashleyward90
S E M r u s h D e m o
www.SEMrush.com
F O L L O W M E
@AshleyMadhatter