When it comes to successful and sustainable content marketing, you need to make sure that you’re doing your part: recycling digital content in new and interesting formats!
Many of us are proud to follow the three ‘Rs’ in real life, mainly by reducing, reusing, and recycling our waste in spaces where they can be used again. This practice is pretty common in our modern era, and is much better for the environment than simply tossing everything into the landfill. Likewise, content marketing efforts can significantly benefit from a modern recycling strategy. Not only is recycled content better for your daily workflow, but it can and will increase your search engine optimization (SEO) and spike your return on investment (ROI) in a big way.
Let’s take a closer look at recycling digital content for boosting SEO and ROI.
What Is Content Recycling?
Before we get too far into the thick of things, let’s get our definitions straight. Just like ‘real life’ recycling, content recycling is the practice of reducing, reusing, and recycling previous pieces for customers to consume in a different way. Orange juice bottles and cardboard boxes can be turned into water bottles and printing paper. Likewise, digital content can be crushed, mushed, diced, and sliced into videos, ebooks, and blog posts.
It is important to note that content recycling is very different from content up-cycling. While recycling is the practice of making something entirely new from an existing piece of content, up-cycling is the process of taking bad or half finished content and optimizing it for success. Both of these processes have their place in the content marketing schema, but only content recycling will apply for our scenarios.
The practice of content recycling is not particularly widespread, but it’s slowing beginning to gain traction thanks to some influential platforms in the marketing world. Content recycling is a best practice for today’s business marketer, and will likely remain a best practice for years to come. After all, one marketer’s trash is another (wiser) marketer’s treasure!
What Forms Of Content Are Best To Recycle?
The short answer? “All of them.” The longer answer? “All forms of content are recyclable.”
Granted, there are some content formats that make digital recycling difficult to do, or even impossible. However, the vast majority of content can be transformed from one medium to another with relative ease. Consider some of these examples below:
- Video or visual content that began its life on a platform like YouTube can easily be transmuted into a written format.
- Webinars can be turned into small white papers or blog posts.
- FAQs can be turned into Podcasts (or other short audio clips).
- All digital newsletter content can be revivified with a new platform or medium type.
The most important thing to remember about recycling digital content is that your best candidates will always fall in the ‘successful reception’ camp. These pieces will have a greater traffic score, download rate, and/or keyword ranking when compared with similar pieces. Moreover, best candidates will have previously supplied a steady source of ROI determined by your company’s metrics. If neither of these requirements are fulfilled by a piece of content, it is not a good candidate for recycling. If you are taking all this time and effort, you might as well make it count!
Boosting SEO With Quality Content
Identifying quality content from older or more stagnant pieces is simple for most businesses. Begin the identification process by asking yourself the following questions:
- Does this piece of content rank highly for the keyword we want?
- Can I move this digital content from one platform to another?
- What current initiatives or priorities does my company have for content?
Ensure that your new content format is sporting solid keywords, outfitted with headers and metadata, and generally high-quality. Monitor the success of this initial piece to determine how much more recycled content should be produced along the same guidelines.
Supporting ROI With Recycled Pieces
Once you find some old content that fits your recycling strategy, it will be important to evaluate how much estimated ROI you will receive from the new content.
- How much will it cost to recycle this content from one format to the next?
- What was the initial intent for this piece? How will recycling improve that intent and the ROI associated with it?
- Can I transmute this content into something else without spending too much? (Note: if you are spending more on the content than you did previously, you may be slashing existing ROI in exchange for immediate gratification).
Nobody wants to waste their time, especially on recycling older content. If you can prove that the spent time and effort will guarantee a result, go for it! If not? Maybe hold off for a bit.
Successful Recycled Content — A Case Study
Many brands using the strategy of recycled content achieve results that boost them towards higher lead generation and a positive brand authority. We’ll examine one of these successful strategy situations below.
Dave Ramsey Solutions Recycles For Good
Dave Ramsey is a popular financial advice personality operating from the heart of Nashville, Tennessee. His company is renowned for its content marketing efforts, which utilize many unique formats, platforms, and topics. Lampo Group LLC is widely considered to be a leading authority of financial wellness in America.
A popular example of Dave Ramsey’s content recycling can be found in his daily podcast programming. Each live-streamed podcast is cut into audio bits and transformed into small audio FAQs for a main website. Next, standout questions on his podcast are turned into long form blog posts, which are then recycled into a newsletter for subscribers to read through. Lampo Group identifies recyclable content through comments, suggestions, and other customer feedback avenues. Every bit of Dave Ramsey Solutions’ strategy is tied into the careful use of content recycling across platforms.
Begin Recycling Your Digital Content Today!
When the time is right to begin work on your digital recycling strategy, you’ll be prepared and ready to rumble with plenty of tips, tricks, and insider knowledge. With just a little bit of elbow grease, you can maximize the output and reach of your content strategy without ever spending a single penny more.
If you aren’t quite sure how to begin the process of recycling material, writing content, or even establishing a solid virtual presence, we’ve got your back. Our team of professionals offer a host of content solutions catered to fit your needs at any point or budget. We make digital marketing work for you, every way you need it to.