Turn Old Content Into Fresh Leads

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Turn Old Content Into Fresh Leads

re-examine, refresh, and repurpose your content

One of the most effective yet overlooked sources of boosting visibility, securing traffic, and helping search rankings is the utilisation of your existing content.

By looking back at content you released in the past (especially evergreen content which remains relevant over time), you can re-vitalise your marketing efforts without starting from scratch.

Don’t feel like reading? Sign up, we’ll handle the rest! But if you have some time and want to see how to make your content work harder for you, keep reading!

Below, we’ll explore how to re-examine, refresh, revitalise, and repurpose your existing content, making it go further for you and your business, all in 4 simple steps!

Step 1: Content Audit

Conducting a content audit is the first step in transforming your old content. You’ll want to use a systematic process to help you identify which pieces of content are performing well, which need updating, and which can or should be repurposed.

To begin, compile a list of all your existing content. Gather everything you’ve produced; blog posts, articles, videos, infographics, e-books, webinars, podcasts, and social media posts, then organise it in a spreadsheet on MS Excel or Google Sheets.

You’ll want to Include columns for the title, URL, content type, publication date, keywords, and any other details you think are relevant for organising your list.

Analyse Content Performance

Next, you’ll want to analyse your content using various relevant performance metrics (which’ll depend on the content type), using analytics tools such as Google Analytics, SEMrush, or Ahrefs.

Collect key data on each content piece, including traffic (page views, unique visitors), engagement (time on page, bounce rate, comments, social shares), conversion rates (leads generated, downloads, sign-ups), and SEO performance (keyword rankings, backlinks, domain authority).

There are a LOT of factors to consider when analysing existing content, and the more content available, the more important it is you dig into the metrics to determine what content to prioritise. You may want to increase the proportion of certain clients or booking types you’re receiving, in which case you should start on content which aligns with that goal.

You’ll also want to understand what metrics are most important when looking for content to refresh.

Here are some key metrics by content type, when viewed through the lens of “Content to update or adapt”:

Blog Posts

Page Views

- Look For: A decline in page views over time may indicate reduced interest or visibility. Consider updating the content to regain audience attention and improve SEO rankings.

Bounce Rate

- Look For: A high bounce rate suggests visitors leave quickly, possibly due to unmet expectations. Refreshing the content to better match user intent or improving readability can help retain visitors.

Average Time on Page

- Look For: Short average time indicates low engagement. Enhancing the content’s depth, adding multimedia, or improving structure can make it more engaging.

Keyword Rankings

- Look For: Dropping positions for targeted keywords signal that the content may be outdated or less relevant. Updating SEO elements and incorporating current keywords can boost rankings.

Backlinks

- Look For: A decrease in new backlinks suggests diminishing authority. Refreshing content can attract new links, improving domain authority and search rankings.

Conversion Rate

- Look For: If fewer readers take desired actions (e.g., sign-ups, downloads), revising calls-to-action (CTAs) or aligning content with audience needs can enhance conversions.

Articles

Engagement Time

- Look For: Low engagement time implies readers aren’t fully consuming the content. Updating the article with current information or improving storytelling can increase reader retention.

Social Shares and Mentions

- Look For: A drop in social activity may mean the content is less relevant. Refreshing topics, updating statistics, or repurposing the article can reignite interest.

Backlinks and Citations

- Look For: Fewer citations from other sources indicate the article may be outdated. Adding new insights or expert opinions can make it more reference-worthy.

Referral Traffic

- Look For: Reduced traffic from external sites suggests decreased external interest. Enhancing the article’s value or promoting it through partnerships can improve referrals.

Videos

Average View Duration

- Look For: Early drop-offs point to engagement issues. Editing the video to be more concise or adding engaging elements at the beginning can retain viewer interest.

Audience Retention Rate

- Look For: Identifying segments where viewers disengage helps pinpoint content that may need improvement or reformatting.

Engagement Metrics (Likes, Comments, Shares)

- Look For: Low interaction indicates the video isn’t resonating. Adjusting the content’s message, quality, or promotional strategy can enhance engagement.

CTR on Thumbnails

- Look For: A low click-through rate suggests the thumbnail or title isn’t attracting viewers. Designing more compelling thumbnails and optimizing titles can increase views.

Infographics

Shares and Embeds

- Look For: Decreased sharing or embedding suggests reduced appeal. Updating design elements or incorporating current data can make the infographic more shareable.

Backlinks

- Look For: Fewer backlinks indicate diminishing authority. Refreshing content and promoting the infographic can attract new links.

Time Spent Viewing

- Look For: Brief viewing times may mean the content isn’t engaging or is hard to understand. Simplifying information and enhancing visual appeal can improve this metric.

E-books

Downloads

- Look For: A decrease in downloads signals waning interest. Updating the e-book’s content or offering new insights can attract more readers.

Lead Generation

- Look For: Fewer leads from downloads suggest the e-book isn’t effectively capturing interest. Enhancing the value proposition or revising the landing page can boost conversions.

User Feedback and Reviews

- Look For: Negative feedback or lack of reviews may point to content issues. Incorporating reader suggestions and updating information can improve satisfaction.

Webinars

Registration Numbers vs. Attendance Rate

- Look For: High registrations but low attendance may indicate scheduling issues or diminished interest in the topic. Offering on-demand options or adjusting webinar timing can help.

Engagement During Webinar

- Look For: Low participation in polls or Q&A sessions suggests the content isn’t engaging. Incorporating interactive elements or refining the presentation can enhance engagement.

On-Demand Views

- Look For: Few views of the recorded webinar indicate ongoing relevance issues. Promoting the recording or updating the content for evergreen value can increase views.

Podcasts

Average Listen Duration

- Look For: Listeners dropping off early may find the content un-engaging. Improving audio quality, refining topics, or introducing dynamic segments can retain listeners.

Subscriber Count

- Look For: A stagnant or declining subscriber base suggests the podcast isn’t meeting audience expectations. Refreshing the format or exploring new topics can attract subscribers.

Reviews and Ratings

- Look For: Negative or declining ratings highlight areas needing improvement. Addressing feedback directly can enhance content quality and listener satisfaction.

Social Media Posts

Engagement Rate

- Look For: Low engagement despite high impressions indicates the content isn’t resonating. Experimenting with different content types, messaging, or visuals can improve interaction.

Click-Through Rate (CTR)

- Look For: A low CTR suggests the audience isn’t motivated to take action. Revising CTAs, ensuring link relevance, and optimizing post timing can enhance performance.

Follower Growth

- Look For: Slowed follower growth may mean content isn’t attracting new audiences. Diversifying content and engaging with followers can stimulate growth.

General Strategies for Content Refreshment

- Update Outdated Information: Ensure all facts, statistics, and references are current to maintain credibility and relevance.

- Enhance SEO Elements: Reassess keywords, meta descriptions, and headers to improve search engine rankings.

- Improve Visuals and Format: Upgrading images, graphics, and layout can make content more appealing and easier to consume.

- Align with Current Trends: Incorporate trending topics or industry developments to increase relevance.

- Solicit and Incorporate Feedback: Use audience comments and reviews to identify areas for improvement.

- Promote Refreshed Content: Once updated, actively promote the content through appropriate channels to maximize reach.

By examining the metrics above, you’ll be able to highlight various high-performing content, which is essential in directing your efforts. Content creation / adaptation takes time, you need to prioritise to stay ahead of the competition.

Note: Always pay special attention to evergreen content which remains relevant over time and continues to attract interest.

Be sure to fix outdated links (both internal and external), as well as being aware of statistics or instructions which are now outdated!

After your assessment, categorise your content into groups:

Keep as-is (content that is performing well and remains relevant)
Update/refresh (content that has potential but needs updating)
Repurpose (content that can be transformed into a new format)
Remove (content that is outdated or no longer aligns with your goals).

Tag each piece accordingly in your spreadsheet for easy reference.

Plan for updates and repurposing by prioritising content based on potential impact—focus on

Document your insights and next steps by creating an action plan that outlines the specific actions needed for each content piece, setting deadlines, and monitoring progress by regularly updating your spreadsheet as tasks are completed.

Get a free Content Audit

Doing a full content audit will take a fair amount of time. But we’ve been doing them for years.
Contact us and we’ll give you a free content audit and strategy consultation.

Step 2: Update and Refresh Existing Content

By following the advice above, you’ll now have a list of priority content, just waiting to have its value maximised!

Next, when starting any updates or refreshes, you should always update outdated information, replace old data, refresh examples or case studies, and ensure all internal and external links are working.

Key elements to consider when updating or refreshing content

Keywords

Use tools like Google Keyword Planner, Google Trends or Lowfruits to find current high-performing keywords relevant to the topic of the content piece, and incorporate them naturally into the work.

Don’t just plop keywords in, Google is much better at recognising keyword “stuffing” nowadays. The keywords need to make sense in the content piece, and be backed up with relevant supporting information or context.

On-Page SEO

Take a look at your content’s “title tags”, and update them to include target keywords or make them more “clickable” by using intriguing / enticing language.

You’ll also want to rewrite meta descriptions to be equally as intriguing / enticing, being sure to include keywords you’ve targeted.

You should also make sure you structure your content with clear h1, h2, h3 etc tags, again, including target keywords.

Call to Actions

As you have made it this far in the article, and are refreshing content, you most likely have a goal in mind for said content. That’s why it’s essential you firstly have a CTA (call to action), or if you already had a CTA in the article, you’ll want to ensure it’s aligned with your current goals.

Remember to make calls to action clear, compelling, and action-oriented.

Turn content into conversions

If you want to devise and deliver content which works harder for you, and turns clicks to conversions, we can help.
Email us now for a free audit and consultation.

(See what we did there?)

Mobile & User Experience

An increasingly important metric in the world of SEO is mobile responsiveness. Look at your content on multiple devices, make sure it’s easy to read and works as it should regardless of the devices or screen size. Without this, your site will be penalised, and your content will be harder to find.

You’ll also want to compress images and minimise extra code on the page to reduce load times, and make sure it’s easy for users to find related content or navigate to other important pages.

Visual Elements

After the body of the content is complete, you should try to refresh images and graphics by replacing any aged-looking or outdated images with new, relevant visuals, while being sure to add Alt Text to the images in order to improve SEO and accessibility.

Repurpose Content into Different Formats

Repurposing your existing content into different formats allows you to reach new audiences and cater to different preferences, maximising its value and extending its lifespan.

You’ll want to think carefully before selecting the right format for repurposing your content. It’s essential to choose wisely to make sure you reach and engage your target audience.

Start by first trying to understand your audience’s preferences, then making sure that the chosen format makes sense with the content, and will work with the goal you have in mind.

How can you understand your audience’s preferences?

To choose the most effective format, you’ll want to consider your audience’s demographics, behaviours, and how they’ve engaged with you in the past. Developing an understanding of your audience, who they are, what they like, and what you think they’ll like more of, will help you to better tailor content to fit.

As a brief example, consider the age range (or expected age range) of your audience. For example, despite rapid changes in media consumption habits, certain age groups are more likely to engage with some forms of content over others.

Age Range	Preferred Formats	Why?
Teens (13-19 years)	Short-form videos	High engagement on platforms like TikTok
Young Adults (20-35)	Podcasts, infographics	Multitasking habits, visual preferences
Professionals (36-50)	Articles, webinars	Desire for in-depth knowledge
Seniors (51+)	Newsletters, guides	Preference for traditional formats

After you have an appreciation of the audience and what they might gravitate towards, it’s time to determine the type of content you’re going to repurpose.

Content will usually better lend itself to being re-formatted as content types most commonly used to cover similar topics or objectives.

For example, a blog post covering commonly asked questions is easily converted to social media snippets or short videos, but not so much into an e-book or podcast.

Here is a quick breakdown to help you determine the type of content you are looking to repurpose, and what formats are most suitable to use in the re-creation.

Content Type	Suitable Formats	Reasons
In-depth Analysis	E-books, Whitepapers, Webinars	Allows detailed exploration of topics
Step-by-Step Guides	Videos, Infographics, Slide Decks	Visual aids enhance understanding of processes
Data-Driven Insights	Infographics, Interactive Dashboards, Reports	Visual representation simplifies complex data
Expert Interviews	Podcasts, Videos, Live Streams	Audio/visual formats capture nuances of conversation
Quick Tips and Updates	Social Media Posts, Short Videos, Email Newsletters	Easily digestible formats suit brief content
Personal Stories	Blog Posts, Videos, Podcasts	Narrative formats engage emotionally
FAQs and Troubleshooting	Interactive Web Pages, Chatbots, Video Tutorials	Interactive formats provide immediate answers
Event Promotions	Social Media Events, Live Streams, Email Campaigns	Engaging formats encourage participation
Quizzes and Assessments	Interactive Online Tools, Mobile Apps	Interactive formats boost engagement and personalization
Product Demonstrations	Videos, Live Webinars, AR/VR Experiences	Visual and immersive formats showcase product features effectively

By carefully selecting the appropriate format based on both an understanding of your audience and the content itself, you’ll exponentially improve the efficacy of your repurposed content.

Making sure you get the most out of your content, time, and money.

turn old blog posts to social media gold.

If you have a great idea for repurposed content, but just don’t have the capacity to make it happen, we can help. We’ve helped clients turn old blog posts to social media gold.
Book a free consultation and content audit now!

Step 3: Republish and Promote the Updated Content

Now that you’ve got your updated content, AND repurposed content ready to go, it’s time to get it out to the world.

By refreshing your content, then sharing it with the world, you signal to both search engines and your audience that the content is current and worth taking the time to see.

(Search engines can see when you do this, and will reward refreshed content which receives traffic from varied new sources with higher search rankings).

Firstly, it’s time to decide the key elements of the content you want to share.

Identify key elements

Start by looking over your content to find the most compelling bits you think will resonate with your audience.

These might be:

- Memorable quotes, or impactful insights.

- Data points that are surprising or informative.

- Actionable tips, takeaways, or best practices.

- Bold, unique claims or perspectives.

You’ll also want to extract and utilise any visuals, such as:

- High-quality images YOU OWN, from the content. (Don’t use stock images!)

- Visual data, like charts and graphs.

- Standalone Infographics.

Choose where to share your content

By understanding the strengths, weaknesses, and potential audience of the massive range of media platforms available today, you’ll be able to tailor your content to suit each one.

Here is a quick breakdown of platforms or strategies you can utilise for sharing content.

Platform / Strategy	Content Type	Audience Characteristics	Promotion Strategies
Facebook	Text, Images, Videos, Articles	Broad audience, diverse age groups	– Share updates – Use Facebook Ads
Twitter	Short Text (280 characters), Images, Videos	Real-time updates, trending topics	– Tweet highlights – Use Twitter Ads
Instagram	Images, Short Videos, Stories	Visual content, younger demographics	– Post visuals – Use Instagram Ads
LinkedIn	Articles, Professional Insights, Videos	Professionals, B2B audience	– Share articles – Publish on LinkedIn Pulse
Pinterest	Images, Infographics	Visual discovery, DIY enthusiasts	– Pin images – Use Promoted Pins
TikTok	Short-Form Videos (15-60 seconds)	Gen Z and Millennials, trend-focused	– Create videos – Use TikTok Ads
Email Marketing	Emails to Subscribers	Engaged audience	– Email Your Subscribers
Guest Blogging	Articles on other websites	New audiences	– Write guest posts
Influencer Partnerships	Various (depends on influencer)	Influencer’s audience	– Collaborate with influencers
Paid Advertising	Ads on various platforms	Targeted audience	– Social Media Ads – Google Ads
Content Syndication	Republishing on other platforms	Wider audience	– Republish on Medium, LinkedIn Pulse

You’ll want to be sure you share your re-worked content on the platform which suits it best. Be sure to consider audience, tone, content type, and your ability and availability to interact with the audience you find on your chosen platform.

How to craft shareable content

Vivacious Visuals

Creating engaging visuals is crucial for capturing attention on social media.

As designing graphics is actually a lot more difficult than it looks, we’d recommend using images you’ve taken yourself. While they should be high quality, images taken on the business premises, or of members of the team, are pretty hard to beat in terms of connecting the viewer with you and your brand. They’re a great way to immediately add trustworthiness and familiarity to your brand.

If pictures aren’t your thing or don’t suit your goals, then to help you design compelling graphics, you can utilise tools like Canva to make professional-looking images in minutes. For infographics and data visualisation, Piktochart can help you present information clearly and attractively.

Here’s a social media ad for one of our clients, created in Canva.

There are some free tools out there, but if you’re going to be repurposing and sharing content as frequently as you should, these paid options are worth the cost.

Placing memorable quotes directly onto images can also help to capture your audience’s attention and encourage quick sharing, especially if it’s an interesting, funny, or useful quote or piece of information.

Be sure to keep branding consistent. Including your logo in graphics can help with brand recognition, and maintaining colours and typography between ads, as well as the pages they send users, ensures a uniform look and feel throughout your posts.

Compelling Captions

Great, eye-catching captions are an essential part of sharing content on social media. A caption should compliment your visual elements, encourage the reader to read or watch more, and complete the action you’re hoping they will (share, click, sign up etc).

When writing copy for your captions, try to keep them short but packed with information. Be sure to match the tone of your caption to your brand (professional, casual, or humorous, etc), to maintain brand consistency.

To help encourage likes, shares, or comments, consider asking your audience their opinions on the post, or prompting them with a question you think they’ll be tempted to weigh in on. Social media algorithms love user “engagement”, so the more likes, shares, saves, comments etc, the more likely that platform is to show your post to more users.

Another important aspect to your copy writing is to remember to always Include a Call-to-Action (CTA). If you’ve been following our advice above, you should have a goal for this shared content. Use your CTA to drive users towards that goal.

Some Examples:

- “Read the full article at the link in our bio.”

- “Share your thoughts below!”

- “Visit our website for more tips.”

Post at Optimal Times

When sharing content, you should try to post when your audience is most active. The best time to post will change depending on your chosen platform, and your target audience.

Here are some general guidelines by platform, but we’d strongly suggest creating your own timetable to better suit your target audience.

Platform	Best Times to Post/Send
Facebook	Weekdays, 1 PM – 4 PM
Twitter	Weekdays, Noon and 5 PM – 6 PM
Instagram	Weekdays, 11 AM – 1 PM, Evenings
LinkedIn	Tuesday to Thursday, 8 AM – 2 PM
Pinterest	Evenings and Weekends
TikTok	Evenings, 7 PM – 10 PM
Email	Weekdays, 10 AM – 11 AM, 2 PM – 3 PM

No matter the schedule, you’ll want to try to maintain consistency through regular posting to keep your audience engaged. This type of posting strategy will be rewarded by social media algorithms, as they are programmed to promote accounts which maintain user interest.

Consider using a content calendar to help you plan ahead. This makes sure you won’t miss a post, and helps you to balance different content types to keep your posts fresh.

Step 4: See the value in your content

Revitalising your old content is a cost-effective way to boost site visibility, generate shareable content, and attract new customers.

By doing a thorough content audit, updating and refreshing existing content, repurposing it into different formats, and then sharing it on social media and beyond, you’ll breathe new life into your site, turning forgotten pages and effort into real, tangible results.

To see the fruits of your efforts, you’ll want to monitor and measure your results.
Use analytics tools like Google Analytics to track the performance of your refreshed content. By monitoring key metrics against your goals, you’ll be able to make informed, data-driven decisions, which you can use to refine your content strategy.

Ready to get the most out of your content, both new and old?

We know that implementing these strategies can be time-consuming and complex, especially when you have a business to run. That’s where we come in.
We specialise in helping local businesses like yours get the most out of your content, refresh and repurpose existing content, as well as deliver new content with targeted, purposeful strategy and tracking.

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