While fresh content is valuable, it doesn’t always make sense to create an entirely new piece, especially if your goal is to drive visitors to your existing top-performing content. Instead, repurposing old material by creating supplemental pieces can be a great way to boost traffic without spending lots of time brainstorming or researching new topics.
Creating supplemental content involves taking elements from your best work and sharing them in ways you haven’t already. This enhances the original piece while offering your audience more information on a topic. Through promoting other forms of content that push the viewer back to the original post, you can attract a larger audience while also giving previous readers something new to engage with.
In this article, we’ll reveal three ways you can create new content that brings even more traffic to your top-performing pieces. Let’s get started!
Key Takeaways:
- You can use content repurposing strategies to boost traffic to your original piece.
- Repurposing your content allows you to attract new audience members.
- Certain kinds of reused content can give you access to other search engine platforms, like YouTube and SlideShare.
3 Ways to Reuse Your Top Content
When you’re creating supplemental content, you want it to work with the original piece—not replace it. This means it should share some of the main ideas, or perhaps give a brief overview of the topics it covers.
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There are many different ways you may be able to reuse your content to boost traffic on your top posts. We’ll talk about three of the most successful methods and how to go about creating them. Let’s jump in!
1. Downloadable PDFs
Creating a downloadable PDF is a quick and simple way to give your original content a fresh feel. For example, the worksheet below is provided by Digital Marketer. After a user reads the piece about the importance of creating a customer avatar, they can download the free worksheet to create their own.
Through providing a resource your audience can download and refer to offline, you can become the go-to source for information on the topic. Not only does a downloadable PDF give your visitors something to walk away with, it also encourages past readers to return to the content to collect their free download.
If you’re going to offer a downloadable PDF with a piece of content, make sure it is of high quality and professionally made. After all, your audience will think of you whenever they refer to this PDF. Using PDF software or a tool like Canva can enable you to create professional-grade documents without breaking your budget.
2. Slideshows
Slideshows are another simple way to create supplemental content for an existing piece. Below is an example slide from Moz’s Rand Fishkin about search engine optimization:
Slideshows are easy to create, are extremely visual, and can provide your viewers with a brief overview of all the content you discuss in your original post. Moreover, hosting your slideshows on SlideShare can also give you a chance to reach users who may simply stumble across your presentation on the platform.
When someone views your slideshow, they won’t want to see slide after slide of text. As we can see from the above example, a good slide is primarily visual. Using graphs, charts, and statistics can all help to make your presentation captivating and easy to digest. You’ll also want to follow the SlideShare best practices for creating engaging slideshows.
3. Videos
Videos can be one of the best ways to boost your content, and may be worth the extra effort. Traffic Generation Café does a great job of creating a video that accompanies the topic of their blog. In this particular one—which happens to be about videos—they provide statistics to support how using videos can improve engagement, clicks, and even sales. In the blog post, they dive deeper into these statistics to provide insights and explanations.
Although creating a video can be a bit more difficult than coming up with a PDF or slideshow, it can give you some extremely valuable content to share around the web, including on social media. If you host your videos on YouTube, you’re also gaining access to the search engine within the site. This means you can attract audience members you may not have connected with before.
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If you’re hoping to use your video to push your audience back to the original content, you may want to treat it like a teaser. You could also use videos to enhance your existing material by including tutorials or more detailed explanations. There are lots of tools available to help you create professional-looking videos, such as YouTube Editor and Animoto.
Bonus: Audio Recordings
Using audio recordings, such as podcasts, can be another great way to attract more audience members to your content. The Strategy Hour Podcast from Think Creative Collective provides listeners with audio versions of blog posts:
Because some people are looking for information they can listen to rather than read or watch, an audio recording gives you the opportunity to attract on-the-go audience members. If they’re interested in a topic or want additional information, they can return to the original content to get more details.
When creating an audio recording, you don’t want to simply read off the information you’ve shared in your original piece. Instead, try interviewing an expert through Skype to get additional information or dive into one point you’ve made in the original content. This ensures that both new and existing audience members can find value in your audio recordings.
Conclusion
Is the number of visitors to your top content starting to dwindle? You may just need to implement a new marketing technique to give your traffic a boost. Creating a new piece of supplemental content could be just what you need to do to encourage new audience members to visit your original material.
Let’s recap the four ways you can reuse top content to attract more traffic:
- Provide downloadable PDFs for readers to reference.
- Create Slideshows hosted on SlideShare.
- Share YouTube videos on social media or within your own content.
- Offer audio recordings to attract your on-the-go audience.
Which repurposing technique do you think you’ll try? Let us know in the comments section below!
