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Recycling content is reusing content that has already been created. This is, for example, about transforming a series of blog articles into one e-book or an infographic for social media.
Systematic publication of new content is not an easy task – every marketer knows it. The matter becomes even more complicated when the company uses many channels, each of which should be regularly fed with appropriate content. No wonder that masses of marketers were relieved by the emergence of a new trend in the industry – content recycling.
What is content recycling?
Recycling content is reusing content that has already been created.
This is, for example, about transforming a series of blog articles into one e-book or an infographic for social media. The reprocessing does not have to be just text. Graphics, audio, video, and so on can also be recycled. Sometimes, thanks to just a few treatments, you will get completely new material, and with it – a chance to attract new recipients.
Why is it worth it?
First of all: recycling content is a huge time-saver – and the fact that time is as valuable as gold, you do not need to convince anyone who works in a small department (marketing) of great ambitions. Sometimes, even despite the enormous amount of knowledge and will, the so-called slow runs do not allow us to release as much content into the world as we would like. This is where the re-use of the content that we already have comes in handy.
Skilfully implemented content recycling:
- shortens the time of creating content,
- allows you to generate more of it,
- facilitates the creation of lead magnets and obtaining newsletter subscriptions,
- supports SEO (search engines like more content),
- facilitates marketing activities in many channels at the same time,
- it allows you to reach new audiences (those who don’t like podcasts may be tempted to transcribe and so on).
I would like to emphasize here the words “skillfully implemented.” Of course, just like any other activity, recycling content may also go differently than we would like. However, this is due not to its nature but a misunderstanding of the idea of content processing or its inept application. However, there will be some information about the errors later. First, let’s look at ways to extract completely new material from old content.
Ways to recycle content
The content can be processed in two ways: both by reducing its volume by extracting the most important information from it (such a pill of knowledge can be served to the recipient, for example, in the form of infographics) or dividing it into smaller portions (for example, transforming a blog article into a series of posts for social media), and increasing it (for example by combining a series of articles into one e-book).
Which solution works best? As it happens in marketing, this is a question that has no clear answer. It all depends on your recipients, and you know (or at least you should know) atheists.
Before you throw yourself into the vortex of reusing content, think carefully about who it will end up with. Some industries do not forgive even the smallest of mistakes – the time spent among IT specialists has clearly shown that to me. There are also those where the information noise reaches a level that it is almost impossible to brbreakthroughIn them, re-circulating content focused on the same topic is even necessary to have a chance to reach the recipient. On the other hand, if you create content for an industry that is just entering the world of marketing and your content has no one to compete with yet, you can only discourage the recipient by excessive recycling.
So as it usually happens, the answer to “What form of content processing is best for me” is “it depends.” One thing is certain: it is worth knowing your recipient and having them in mind when planning all activities, also related to recycling.
E-books and white papers
They help build the image of an expert, expand the newsletter database, reach new recipients – it is impossible to overestimate the role of e-books in marketing. Unfortunately, they also have a price – and I do not mean the price for the recipient who usually receives such studies for free (or in exchange for a business e-mail). Rather, it is the price that marketing teams pay to prepare a publication. Each e-book means long hours of work for the author of the text, graphic designer, and the person who supervises the process itself. Is it possible to somehow shorten this time? Yes – thanks to content recycling.
We can choose from, among others:
- combining thematically relevant blog articles into an e-book (it is worth adding additional, previously unpublished material to them, so as not to leave the reader with the impression that he / she is paying for something that is available for free),
- extracting the most interesting quotes from the e-book and posting them on social media,
- converting data from an e-book into an infographic.
Case studies and success stories
A good case study is a solid weapon in the fight for leads. No wonder marketers go to great lengths to increase their number regularly. For everyone who collects case studies and success stories professionally, today, I have good news: you can get even more out of them!
Here are some suggestions:
- combining case studies / success stories into one e-book, which is a tool for traders,
- combining the above into thematic e-books about a specific service or addressed to a specific industry,
- publishing quotes from case studies in social media.
Infographics and visual noting
At one time, infographics were viral on social media. Currently, the boom for them has subsided a bit. Still, the benefits of enclosing a solid piece of knowledge in an aesthetic and easy-to-absorb form should not be underestimated.
An interesting form of infographics is visual noting – handwritten notes enriched with illustrations. Here you will find an example of notes made live during the I <3 Marketing conference.
Going back to recycling, here are some ideas for turning old content into an interesting infographic or visual note:
- infographic showing data from an e-book, report or article,
- visual noting showing the operation / benefits of the product (based on the product card, information from the manufacturer, etc.),
- visual noting from a webinar or podcast,
- live visual noting during a public speech.
Corporate social media channels are a special content absorber. At a time when virtually every brand has an account on Facebook, Twitter, Linked In Instagram (and often in several of these places simultaneously), marketers cannot afford to post infrequently. But where to get post materials?
Below you will find some suggestions:
- break down the infographics into a series of posts,
- publication of quotes (the most important issues, golden thoughts) from the e-book,
- publication of quotes from articles,
- thematic compilations of blog articles.
Webinars and podcasts
Both have long been gaining in popularity – the outbreak of the pandemic and the need to move life online only accelerated it. How to breathe a second life in audio and video content? Let’s start with a little experiment.
Have someone responsible for content during the webinar. Give him a pen, a pencil (okay, we live in the 21st century – give him a laptop) and wait for what happens. If you’re dealing with a good professional, he’ll likely come out of your lecture with some starting material for a blog post, e-book, or another type of content.
It’s also an interesting idea to turn a webinar into a podcast. Actually, all you need is a format change and a decent cover.
Here are some additional suggestions:
- preparation of a podcast transcript,
- sharing your webinar presentation,
- publishing the webinar in audio version as a podcast,
- creating an article based on a webinar / podcast.
The penultimate form that is good for recycling that I will describe in this article is presentations. They are often created during other events, for example public speaking – it is a pity not to use them again. You can also create presentations from scratch based on other materials you have.
In conclusion, two good ways to recycle presentations are:
- publication of a presentation used during a webinar, conference etc;
- creating a publication based on an article or an e-book.
Quora is a QA service whose users can ask questions in a public forum and answer them. From 2019, the website is also available in the Polish version. It is a real aggregate of ideas for content – but not about that today.
It has become common to think that marketing activities consisting in providing substantive answers to questions asked online by potential customers take a lot of time. However, it does not have to be that way. When answering, you can use previously prepared content, e.g. blog content. Thanks to this, the process will run more efficiently, and you can gain another source of the influx of users to the site.
Don’t limit your creativity only to the formats mentioned above! A good marketing strategy should include space to explore new ideas. Perhaps you can discover something the industry envies. It certainly doesn’t hurt to try.
The path of a content marketer is not always all roses. The good news, however, is that most problems are relatively simple to avoid. A little mindfulness is enough.
- Error 1. Failure to adapt to the specificity and / or format of a given channel – post flipping – 1: 1 between channels simply cannot end well. Remember that each medium has its own specificity. Before you plan the publication, make sure not only whether your material meets the requirements of a given channel (format, dimensions, file weight), but also whether it has been adapted to its specificity – brilliant Twitter quotes will not necessarily appeal to Instagram users who prefer visual content.
- Mistake 2. Lack of correction and editing – it is not difficult to spot the effects of ineffective recycling. You can easily find them, for example, in e-books, the individual chapters of which begin with the words “This article will tell you”. Remember that recycling of content is not about juggling formats without reflection. Before you release new material based on the old one, take a close look at it and eliminate anything that suggests its former origin.
- Mistake 3.Not adding anything new – a common mistake is not to enrich the recycled material with new content. The very idea of recycling does not mean reheating old chops – the content must be enriched with new flavors. Otherwise, the recipient may (rightly) feel that he is being served something he already knows – often demanding payment from him for material to which he previously had access for free. Example? An e-book consisting of articles previously published on a blog. How do I get out of this problem? All you need to do is add new value to the old content. You can, for example, create two additional chapters that have not appeared on the blog before or ask for comments from industry experts. Thanks to this, the final material will gain a new quality, and you are a solid argument against the allegations of serving the same again. Besides, well, that’s just fair.
- Mistake 4. Not analyzing what you are processing – When reaching for content recycling, you probably want to optimize the content creation process and save time. So why would you also waste it transforming material that won’t work? It sounds clichéd, but the reality is that marketers sometimes recycle “blindly”. Not the way. Before you start acting, analyze which of the previous materials received the best reception and start recycling with them. If something clicks once, there’s a good chance it will work again. It is also worth starting recycling with evergreen content, that is, long-lived content. Look around in search of what will attract the audience not only today, but also in a few months and years – it is definitely worth investing in such content. Even if you now have to spend a bit more time on them (usually they are longer and more substantive), it will pay off for you.
- Mistake 5. Not analyzing what your recycling is doing – one last thing – never enough analytics. Measure the effects of your work also when it comes to content recycling. Test different formats and collect data on which ones work best for you. Only in this way will you invest time in activities that actually pay off. Groping is never good – marketing departments that understand it win.
If we want the website to be frequently visited by users and well perceived by the search engine algorithms, we need to post new, up-to-date content. Importantly, the content should be published on a regular basis. This is because casserole reacts friendlier to the website, which constantly updates its content, which greatly influences the website’s search engine optimization; however, systematic posting of content is necessary to raise its position in search results. When running, for example, a blog on a company website, we must be aware that customers even expect them. This is why it is so important that they reach them at the right time. Users like entries that appear on a specific day of the week (e.g.
Regularity is essential, but it is not enough to rely solely on time when posting content. The text must be understandable for the recipient, so we should use language that does not contain too many typical industry phrases. It is worth bearing in mind the usefulness of the information we publish. People expect expert advice to respond to their needs. You should also remember about the unique nature – if we want to benefit from content, there can be no duplicate content. It will be appreciated by the website user, but also by Google.
Texts that appear on our website should have appropriately selected key phrases in the right intensity, must have CTA elements and encourage the user to reach for other, additional information published on a given website. However, the key aspect of publishing the right content is its uniqueness.
Google robots quickly detect duplication of content effectively leads to a lower page ranking, thus decreasing the visibility of our website. If we care about efficient SEO, we must ensure the quality and uniqueness of our content. In situations where we are not sure about the origin of the texts on our website, you can use several tools that will conduct a quick and thorough analysis. The most popular of them include:
The above tools are able to analyze both internal duplicate content and those detected on other websites (external duplicate content). Thanks to the use of these tools, we will be able to make changes to the website, which will lead to the improvement of positioning results. Where to get ideas for keywords for positioning?
There are many tools on the market supporting the process of searching for appropriate phrases. These are both paid and free tools. Below are some recommended tools.
- Google Ads Keyword Planner – a tool supporting the creation of Google Ads campaigns, but it also becomes extremely useful when selecting keywords.
- Ubersuggest – in Poland it may not be as popular as others, but it is also worth attention. You can find it on Neil Patel’s website.
- Answer The Public – a tool recognizable mainly due to its visual setting and presentation of words. One of the tools for people who want to obtain new phrases for positioning for free.
- Keyword Tool – Not everyone is familiar with this tool, which is a shame as it is extremely helpful. Here we will find presentations of phrase hints from the Google search engine.
- Senuto – if you are thinking about buying a proven tool with a huge keyword base, this item may be right for you. Proposals for new keywords are not the only information we receive thanks to Senuto, it is a very extensive tool used by a large number of SEO specialists.
- Semstorm – also has a very large word base. Many people use it as a replacement or supplement to Senuto. For years, these tools have been fighting to be the industry leader.
- Surfer – a tool that allows you to analyze several hundred factors of competition. It also allows you to quickly search for keywords that the competition has, but are missing from our site.
Recycling content is not an easy art, but it is definitely worth tackling – and learning. There are various pitfalls along the way, but a skilled and attentive marketer can easily deal with them. Effects? Worthwhile. More efficient content production, reaching completely new groups of recipients, the ability to handle more channels. In short: there is something to fight for. Hope this article brings you closer to winning. Good luck!
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