Getting new miles out of old content

October 5th, 2018

Creating content takes time

Some sites churn out blog posts every day, but this is often a bad strategy as you should be focusing on creating high-quality content.

Creating high-quality content is no easy task though, it’s time-consuming, a challenge and idea generation can often leave you wanting to bang your head against a brick wall. But, with competitors producing enormous amounts of content you have to find a way to keep up or risk losing some of your audience.

A report by Accenture found that 90% of marketing leaders expect to produce even more content two years from now than they do today.

So, how can you create an output of content that will keep your audience engaged and get them to convert?

Identify underperforming content

You can use your analytics to identify your content that isn’t performing well and then re-optimize it.

This will be two types of content:

  1. Content that has high traffic but low conversions
  2. Content that has low traffic but high conversions

For type 1 you are already getting in front of your audience so you need to examine your content and figure out how to update these posts to increase conversions.

For type 2 you are already seeing good results in converting your leads with this content but you need to update it so you can get more traffic to this post.

Source: Hubspot

Reoptimizing old content allowed HubSpot to increase their traffic by 106%. 

Newsworthy content

When choosing content to get new miles out of you should consider how newsworthy the topic covered is. Have there been any popular news stories recently that have covered the topic and got a lot of attention? Picking topics that are currently trending in your industry can be a great way to promote your business.

Identify your most popular content

What content have you created that your audience loved? You can find this out by looking at post views, time on site, and social engagement and then start brainstorming ways to repurpose it.

This type of content you know will perform well because it has done in the past and updating or repurposing it expands its lifetime, getting you more traffic, sign ups etc. (whatever your business goal is) without putting the time and resources into creating an entirely new piece of content.

Repurpose old content

Repurposing content is a great way to get new miles out of content that is already popular and that you want to expand the life of.

The content you pick to repurpose has to be both high quality and relevant to your audience. You should look at your analytics to see which of your older posts are getting the most interest and then asses the best way to repurpose them.

There are a number of ways you can repurpose content and the piece original content and your audience will influence the way you chose to do it. Here are some examples:


Transform your written content and turn it into visual content. Infographics are great for engaging with your audience and are liked and shared on social media 3x more than other any other type of content.


Instead of trying to come up with new ideas for videos use your popular blog posts script material. This way you can produce videos quickly, save money and keep ahead of your competitors.

Marketers who use video grow revenue 49% faster than non-video users.


Sitting down to read an article just isn’t on the cards for a lot of people, with busy jobs and personal lives they are simply not able to find the time. Listening to a podcast on their commute is a much more manageable way for them to consume your content. By repurposing articles into podcasts, you create a way to reach your audience that is too busy to read your posts.

44% of the population has listened to a podcast

Optimising and repurposing content can help you get in front of new audiences, gain authority in your space and improve your SEO.

So, don’t just let your content sit there when you can repurpose it and get more value form it.

Looking for more ways to optimise your content? Check out our post on why content auditing is essential for SEO

Kerri Rogers, Content Specialist, JBH

  Share: Posted in CMA Blog