Have you just published your first white paper? Wonderful! But this is only the beginning. Here are 10 marketing content ideas to recycle, because nothing is more rewarding than giving a second life to your old articles, forgotten videos, or using large pieces of content to make smaller ones. Recycle cleverly! ?
Why recycle your marketing content
The 10 marketing resource ideas to transform
Marketing content to help you set up personalized scenarios ?
Why recycle your marketing content
Recycling your marketing content is not just about doing something for the planet. Above all, it offers significant benefits every marketer dreams of: optimizing strategy, saving time, boosting SEO, lead generation, and visibility. All of this by intelligently reusing your existing content. The goal: adapt your content to different formats and platforms to reach a wider audience.
Finally, some content you created a while ago may be obsolete, especially if it mentions dates or numerical sources. This is the perfect opportunity to update it.
The 10 marketing resource ideas to transform
Recycle your videos to enrich your content ?
Producing a video often requires time and a certain investment. Repurposing it is the best way to make it profitable! You can use transcription software to transcribe your videos and help you create visible content. Then use the content in different ways:
- Include the video transcription in the description to provide more context for your video and make it easier to reference.
- Create an article based on the video’s topic and information.
If producing videos is part of your daily routine, you probably struggle to remember exactly where they are. Unless you have a great file that is neatly organized and updated daily. ? For the most absent-minded ?
To find all your videos, browse your channels on the platforms where your videos are likely to be listed. If it really becomes complicated, you can use a crawler like Screaming Frog to find all the videos hosted on your site.
Recycle your PDFs to enrich your product pages ?
These types of files are particularly useful for feeding and enriching your product pages. Feel free to integrate them in HTML format. As they are often in-depth content that answers specific questions, they will allow you to improve and expand your existing pages. The trend tends to show that searches on product features will, in the future, be an excellent way to rank on search engines.
Recycle lead magnets to quickly create smaller pieces of content ➗
Generally dense in content, marketing resources are formats that are easy to recycle. For example, you can split a white paper into several blog articles and social media posts, or turn all your webinars into a multi-episode podcast series. ?
Recycle and optimize your old articles to maximize your SEO ?️
“Old articles” are those that have been online on your site for several years and have not been revised. Some of them cover “evergreen” topics, meaning timeless subjects that are still relevant to your audience. As for the others, they need to be dusted off. ?️
For these articles to continue generating traffic to your site, you need to update and optimize them. Some data may be obsolete and therefore need to be updated.
Reuse UGC to create resources ?
UGC, or user-generated content, is a real goldmine of ideas to reuse in new content. Nowadays, people often talk about posts, photos, and videos created by users. But in this context, it can also include forum comments, blog comments, or reviews. You can take inspiration from what your prospects ask for to create or enrich your FAQ, for example. Reviews can be used in certain social media posts to highlight your product or service.
Thanks to all the UGC, you can put together a complete buying guide. For example, if customers ask what the advantages of this product are, you present the questions asked and the answers provided; in addition, you add photos and reviews from satisfied customers!
Use internal search to create new content ?
Once again, internal searches are a goldmine of ideas to recycle into new content (FAQ, articles, guides, etc.) and to meet user expectations. Start with the most frequent ones to feed your blog or your FAQ.
You are probably wondering how to find the searches performed. If you have an internal search engine, you can use Google Analytics. Thanks to its Site Search feature, you will have all the detailed data on your visitors’ queries.
The FAQ to help you create guides ?
Do you have an FAQ on your site but it is a bit of a catch-all? You can absolutely use it by reorganizing its content.
Identify recurring themes. Start from the following principle: 1 question = 1 piece of content. Answer them by creating guides, articles, etc. Then organize them into semantic clusters. The articles must link to the main product page or category page in order to boost its visibility.
Example: You offer an IT maintenance service for SMEs and have responded to several requests about data security. Group these recurring questions together and create dedicated articles for each point (e.g. “How to secure your company’s sensitive data?” or “Best practices to avoid cyberattacks”). Link these pages together and systematically add a link to your IT maintenance offer page to encourage conversion.
Scoring to identify content to repurpose
Lead scoring, a marketing automation technique, makes it possible to assign scores to the most engaged prospects. This helps you identify the resources most viewed or downloaded, revealing those that generate the most interest. You can then adapt and repurpose your content accordingly.
How does it work? Based on their profiles and their actions on your site, visitors are automatically assigned a score that determines their level of closeness to your company.
?Webmecanik Tips :
As part of recycling, knowing your contacts’ score is very useful for:
- Adapting your content for cold leads in order to help them progress in their buying journey and become more interested. (thank you lead nurturing ?)
- Creating content that meets the needs of hot leads, to encourage them to take action and buy.
Can your customer journey give you ideas for content to repurpose ?
An essential criterion for categorizing leads and identifying content to recycle is their position in the buying journey. Content must match their level of sales maturity.
For example, for a lead at the beginning of the journey, discovery articles are ideal. For a more advanced lead, a comparison is relevant, while customer testimonials or expert articles are better suited to mature leads.
With tools like Webmecanik Automation, you can track lead behavior through real-time dashboards, such as email opens. This data helps segment leads precisely and send the right content at the right time. It is essential to reclassify them regularly to adjust messaging, because their position in the journey can change quickly.
Combine your content to make it into just one ?
You can combine several of your resources to create a more comprehensive one. For example, if you have several articles covering a particular topic, you can create a complete guide that addresses all the concepts covered in the articles. ?
Marketing content to help you set up personalized scenarios ?
Create personalized scenarios according to your leads’ profiles (novices or experts) to optimize your content strategy through marketing automation. The goal is to deliver the right content at the right time, in order to meet visitors’ needs and move them forward in their conversion journey.
To create a scenario, you need to go through several steps. :
- Choose a target: use your leads’ score to segment them according to their level of maturity and your business objectives.
- Define an objective: determine what you expect from your prospects (e.g.: request a quote, download a white paper, view key content) and set a specific goal for each scenario.
- Identify the steps and recycle your content: identify through which content your leads arrive on your site, then use or adapt existing content to guide them toward the defined goal. This makes it possible to maximize the use of your resources while meeting prospects’ needs.
Your existing content is a goldmine: the older your site is, the more resources you have to leverage. It’s up to you to go and find your gems using the methods we have presented to you.
Recycling your content is not limited to simple SEO optimization. It involves repurposing it into different formats: blog articles, videos, podcasts, or social media posts for networks like Instagram, LinkedIn, or YouTube. This strategy boosts your visibility and maximizes the impact of your content.
With lead scoring, lead management, and effective segmentation, you will be able to better understand your prospects’ needs and offer them suitable content.
So, which content will you recycle and publish first to strengthen your strategy and your SEO? ?
