I have a secret for you.
It might just change the way you plan your content.
But first, I want to tell you a story.
When I began my journey as a content marketer, I spent hours every day trying to come up with juicy new content. I curated great photos, wrote snappy copy and tried to figure out how to make the same things sound fresh.
And it wasn’t long before I felt 100% burnt out.
How the frickin’ heck was I supposed to come up with another new shiny thing for our audience? Plus, I still had emails to answer and an ever growing to do list.
My blogs only got a couple hundred views from an audience of thousands. My writing began to feel forced. My social media posts were hit or miss. Nothing was growing.
And I was running out of resources, sanity and time.
Then, my mentor and boss at the time sent me to an industry conference that changed my life. It was there I learned one simple trick that transformed my content marketing strategy for the better. AND it gave me back hours of time each week.
So here’s the secret I wanted to tell you.
You don’t have to constantly come up with NEW content to grow your audience and get tons of organic traffic.
When you try to constantly come up with new stuff, you end up diminishing the quality of your work and stretching yourself thin.
There’s a better way.
It’s how I started attracting 10 times more traffic to our blogs and stopped wasting social media slots with boring content.
And the best part? It didn’t cost a dime.
I call it content recycling, and it will forever change the way you push out content.
The Art of Content Recycling
Content recycling makes use of blogs, photos and videos you already created. Instead of coming up with something new, you just give old content another push.
Your audience won’t get mad about an encore, and trust me, not all of your followers saw your awesome blog the first time.
BUT don’t run off and start reposting your old stuff right away! There are a few things you need to know to get the most out of this strategy.
1. Only recycle your best pieces of content.
The beauty of content recycling is that you’ve already tested this content with your audience.
That’s why you should only be using the very best time and time again.
Identify your strong performers.
What blogs got the most shares on Facebook? Which ones generated the most engagement? Which ones get the most views?
These are the blogs you should be reposting. They are more likely to perform well and more likely to give a you a spike in organic traffic.
Tip: If you aren’t already tracking the traffic to your blog or keeping a file of photos that blow people away, I strongly recommend you start. This will make your life easier and help you get to know your audience better.
I keep a spreadsheet with a list of all my blogs and how many views they generate month to month. I can tell at a glance which ones attract hordes of people.
2. Space things out.
Obviously, if you post the same thing every single day on Facebook or Instagram, your audience will probably notice. They might even check out that point.
It’s best to wait a couple weeks before recycling a great piece of content. Sometimes, I even wait a month or two depending on what it is.
You’re more likely to get people excited about a round two if they’ve had time to forget it.
Again, if you aren’t tracking the performance of your content… start now!
3. Refresh old content.
If you’re thinking about reposting a piece of content that’s over a year old, I strongly recommend revisiting it.
Check for broken links, typos and ways to improve it. Maybe add some fresh images.
The best part about refreshing an old blog?
You don’t have to come up with a new idea. You can breathe new life into it, reset the date and send it back out into the world.
I love to use this strategy when I have a busy week or when I’m on vacation. It keeps things going with little stress.
Tip: For seasonal content, it also helps you avoid cannibalizing your SEO efforts.
It is extremely hard to get more than one piece of content to rank for the same keyword or keyphrase. Instead of coming up with a new blog for something that happens every year, use this strategy to update the old and keep your rankings healthy.
4. Don’t stop coming up with new content.
Maybe it goes without saying, but content recycling isn’t a cop out for creating new content.
It’s a strategy for keeping your best work in front of people and for getting more organic traffic.
Keep coming up with fresh content ideas and testing content on your audience. Your pool of strong performers will only grow from there.
What blogging challenges do you face? Let me know in the comments!