Bored of Your Old B2B Content? Chances Are, Your Readers Are Too…

It is the desire of every blogger to get more traffic, hence the need to update the content of your old blog from time to time. In the course of this article, we are going to discuss some helpful strategies that can help modify your old blog content with the aim of re-purposing or re-using it without losing the message you want to convey.

One of the easiest ways to get new ideas for new articles or spin an old topic is to participate in blog forums. You sometimes find yourself in a debate on a subject or problem and can use this to form ideas for your next set of articles. LinkedIn is a good source for this, as people are generally more opinionated on business issues than they care to admit!

“So the writer who breeds more words than he needs, is making a chore for the reader who reads.” 

– Dr. Seuss

It is quite a challenge giving your blog content that amazing touch to attract people to your website. However, it is not impossible if lengthy words are brought into a form that is concise and easy to understand.

Another important point is putting presentations in a form that is conversational in the blog. Not only can you win public fame by publishing on popular sites like LinkedIn, you will be getting the desired audience for your blog.

Visual content 

Repurpose your blog posts into infographics. It’s easily done, demonstrated here with both article and infographic versions about content strategy. Infographics are simple to make and can be very effective.

While an 500 word article can go in more depth and is perfect for LinkedIn, an infographic allows you to access Pinterest and Instagram audiences, and potential customers who prefer visual content.

Audio content

On the subject of variable content consumption, some readers prefer to listen to your content. Repurpose your blog articles into podcast topics and discuss them with someone of authority in your industry, if possible. I would personally love to interview Neil Patel and Ann Handley. Featuring them on my podcast would certainly put Content Works! on the map.

Webinars are an excellent way to get your content seen and heard by your audience, particularly B2B. Questions and answers at the end give you a chance to showcase your expertise, while you become one of the figures of authority in your industry.

This image of how long different formats can extend the shelf life of your content is very interesting, and courtesy of Social Media Examiner.


Existing content

It’s a good idea to have your resident SEO expert vet your site every few months – to make sure you’re still adhering to Google’s guidelines, firstly, and to find ways you can improve. You can then adapt your content to their findings, updating keywords and optimising headlines, ready to re-launch your articles.

You can tweak content accordingly and publish to high authority sites such as Medium or LinkedIn Pulse. Just reorganise the headline or the article structure and share away. Remember to add the HTML rel=canonical element to avoid duplicate content issues and improve link and ranking signals for your content.

If you don’t have an in-house SEO manager, you can outsource the task or run a basic version with various online tools.

So, re-purposing content will definitely get you more use from it. What content have you re-used?

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