The demand for fresh content is high in digital marketing, and the three Rs – Refresh, Rewrite, and Repurpose – can be your time-saving allies. Instead of always starting from scratch, these strategies allow you to breathe new life into your existing content, ensuring it remains relevant and engaging. By implementing the three Rs, you can maximise your results, save time, and feel less overwhelmed by the constant need for new content.
Refresh Your Content
Refreshing your content involves updating existing material to ensure it remains current and valuable. According to long-time copywriter Ed Prichard, this strategy is particularly useful for evergreen content that might need a few tweaks to stay relevant.
Steps to Refresh Content
- Update Statistics and Information: Ensure all data, statistics, and references are up-to-date. This not only improves the accuracy of your content but also boosts your credibility.
- Enhance SEO: Revisit your keywords and optimise your content for current search trends. This can improve your content’s visibility and drive more organic traffic.
- Improve Visuals: Update images, infographics, and other visual elements. High-quality visuals can make your content more engaging and shareable.
Example
A blog post about social media trends from two years ago can be refreshed by adding new statistics, current trends, and updated visuals to reflect the latest developments in the field.
Rewrite Your Content
Rewriting involves taking your existing content and giving it a new twist or perspective. This can be especially useful for underperforming content with potential but didn’t initially reach its audience effectively.
Steps to Rewrite Content
- Change the Format: Convert a blog post into a listicle, a how-to guide, or a FAQ format. This can make the content more accessible and engaging for different readers.
- Adjust the Tone and Style: Modify the tone to suit different audiences. For instance, a formal article can be rewritten in a more conversational style to appeal to a broader audience.
- Expand or Condense: Depending on the need, you can expand a brief article with more detailed information or condense a lengthy post into a more concise and impactful piece.
Example
A detailed research article can be rewritten into a simplified how-to guide or an infographic, making it more digestible for a broader audience.
Repurpose Your Content
Repurposing content involves taking one piece of content and transforming it into different formats to reach a wider audience. This approach allows you to make the most out of your high-quality content.
Steps to Repurpose Content
- Create Social Media Posts: Break down long articles into bite-sized social media posts. Each section or key point can become a Twitter, LinkedIn, or Instagram post.
- Develop Multimedia Content: Turn written content into videos, podcasts, or webinars. This caters to different preferences, as some people prefer consuming content in audio or video format.
- Compile into Ebooks or Whitepapers: Gather related blog posts and compile them into comprehensive ebooks or whitepapers. This adds value and can be used as a lead magnet to grow your email list.
Example
A series of blog posts about digital marketing strategies can be compiled into an ebook. Key points from these posts can be used to create a video series or a podcast episode.
Benefits of the Three Rs
Implementing the strategies of refresh, rewrite, and repurpose offers several benefits:
Increased ROI
Maximising the use of your existing content gives you more value from your original investment in content creation.
Time and Resource Efficiency
These strategies save time and resources compared to creating entirely new content from scratch.
Enhanced Reach
Different formats and updated information help reach new audiences and engage existing ones more effectively.
Improved SEO
Regularly updating and optimising content helps maintain and improve search engine rankings, driving continuous organic traffic to your site.
Maximising the results from your existing content through refreshing, rewriting, and repurposing is not just a smart and efficient approach to content marketing. It’s a strategy that can keep your content relevant, engage a broader audience, and achieve better ROI. By integrating these strategies, you can ensure your content remains dynamic and valuable, ultimately driving more traffic and boosting your business’s online presence. The benefits are clear: increased ROI, time and resource efficiency, enhanced reach, and improved SEO.
