How Top SEO Agencies in Edmonton Repurposes Content (And Gets More For Their Money)

Do you get the most out of your content?

Chances are you're writing blog posts and emails, social media posts, making videos, recording podcasts, curating web pages, and the rest, and it eats up so much time and resources.

I know; I do it for a living.

However, one thing I see small businesses in Edmonton doing again and again is posting a single bit of content and then moving on to the next.

There's a HUGE opportunity missing here to get more mileage out of one piece of content. I'm talking about turning a blog into an email, a social media post, and an infographic, and maybe even a podcast episode with either yourself or an expert on the topic.

That's multiplying your content output infinitely with very little extra effort.

I'll explain how and everything else you need to know about content repurposing right now.

What is content repurposing?

Content repurposing is one of the best SEO strategies where you take your existing content – those awesome blog posts, videos, and infographics you've already created – and give them a new lease on life. 

You're not creating something entirely new from scratch; you're transforming and repackaging what you already have to reach new audiences and achieve different goals.

Think about it: you've already done the research on a particular topic, it's fresh in your mind, and you understand its nuances, so why not keep that going, get everything you can from it, and then move on?

Now, you may be thinking, "Isn't that just reposting the same stuff over and over?" Nope! Content repurposing is about strategically adapting your content into different formats and tailoring it to different platforms. 

For example, that killer blog post you wrote about "Top 10 Marketing Strategies for Edmonton Businesses" could be transformed into:

• An engaging infographic: Perfect for sharing on social media and Pinterest.
• A dynamic video series: Breaking down each strategy into bite-sized YouTube videos.
• An informative email course: Delivering valuable insights to your subscribers' inboxes.
• A lead magnet: Offering a downloadable checklist or guide in exchange for email sign-ups.

See? One piece of content, multiple possibilities.

And the thing is, whether you decide to space out posting the different forms of content over the next few months or post it all in one go, the chances are not everyone who follows you will see every single piece.

When people go on social media, YouTube, the internet, algorithms serve them what they think is best, and it's a very small chance they're only getting content from you and nobody else. 

Hence, it's very unlikely they'll engage with every single piece. And even if they do, most people will automatically understand that that's what you're focusing on at the moment.

But why go through all this trouble? Well, the benefits of content repurposing are pretty compelling:

• Skyrocket your content ROI: You're getting more mileage from the time and effort you've already invested.
• Boost your SEO: Repurposing allows you to target different keywords and reach a wider audience in search results.
• Expand your reach: Different formats attract different audiences. A video might resonate with someone who wouldn't necessarily read a long blog post.
• Reinforce your message: Consistent messaging across multiple platforms helps build brand recognition and authority.
• Save time and resources: You don't have to start from scratch every time you need to create content.

And for all my fellow Edmontonians, think about the local advantages.

Repurposing content allows you to tailor your message to specific audiences within our city. Imagine transforming a blog post about winterizing your home into a social media campaign targeting homeowners in specific Edmonton neighbourhoods.

It's a win across the board, and it blows my mind that more businesses aren't doing it.

How to conduct a content audit

Now, not all content repurposing efforts are created equally. You'll absolutely want to spend your time repurposing some content, and some you can let slide. It's always a good idea to spend your resources, time, and energy in the right places.

This process always starts with taking stock of what you're working with. Kind of like a spring cleaning for your content. Time to declutter, organize, and rediscover your gems.

This is where a content audit comes in. 

It's not the most glamorous task, I'll admit, but it's absolutely crucial. A content audit helps you identify your top-performing content, understand what's resonating with your audience, and uncover opportunities for repurposing.

Here's how to tackle a content audit like a pro:

#1 - Define your goals

What are you hoping to achieve with your content? Are you looking to increase website traffic, generate leads, or boost brand awareness? Having clear goals will help you focus your audit and identify the most relevant metrics.

#2 - Gather your content

This might seem obvious, but you'd be surprised how many businesses don't have a clear inventory of their content. Make a list of all your existing content assets, including:

• Blog posts
• Website pages
• Videos
• Infographics
• Social media posts
• Podcasts
• Ebooks
• Webinars
• And any other content you've created

#3 - Analyze the data

Now, it's time to dig into the numbers. Use tools like Google Analytics, Google Search Console, and your social media analytics to assess the performance of each piece of content. Look at metrics like:

• Website traffic: Which pages are getting the most views?
• Engagement: Which posts get the most likes, shares, and comments?
• Conversions: Which content is driving the most leads or sales?
• Backlinks: Which content is attracting links from other websites?

#4 - Categorize and organize

Once you have a good understanding of your content's performance, start categorizing it by topic, format, and performance level. This will help you identify patterns and spot opportunities for repurposing.

#5 - Identify your all-stars

Now for the fun part. Look for your top-performing content – the pieces already resonating with your audience and driving results. These are the prime candidates for repurposing.

Edmonton insight

For local businesses in Edmonton, consider seasonality and local events when conducting your audit. 

For example, if you run a landscaping company, your blog post about "Spring Lawn Care Tips" might be a great candidate for repurposing into a social media campaign in April.

Tools of the trade

Don't be afraid to leverage tools to streamline your content audit. Spreadsheets are your friend. But there are also some fantastic tools available, both free and paid, that can help you gather and analyze your content data. 

Some popular options include SEMrush, Ahrefs, and Buzzsumo.

And think about the future as well. If you can slowly build a system (you absolutely do NOT need to make it perfect straight away, so don't get hung up on that) that focuses on the future and handles future content, that's even better.

By taking the time to conduct a thorough content audit, you'll gain valuable insights into what's working and what's not. This will help you make informed decisions about which content to repurpose and how to optimize it for maximum impact.

How to choose the right content formats when repurposing

You've audited your content and identified your star players. 

Now it's time to turn these great pieces of content into new accessible formats. You can get creative here, but before you get carried away with turning that blog post into a Broadway musical (although, hey, if that's your thing...), let's talk strategy.

Choosing the right content format is key to reaching new audiences and maximizing the impact of your repurposed content. Think about it: someone who prefers watching videos might never stumble upon your insightful blog post. 

But a snappy YouTube video summarizing the key takeaways? 

Now you've got their attention.

Here's a breakdown of some popular content formats and how you can repurpose your existing content to create them:

From blog post to...

• Infographic: Visual learners rejoice! Transform data, statistics, and key takeaways into an eye-catching infographic. (Canva and Visme are your new best friends here.)
• Video series: Break down a lengthy blog post into a series of short, engaging videos. Think "Top 3 Tips" or "Quick How-To" segments.
• Email course: Deliver valuable content straight to your audience's inbox by turning a blog post into a multi-part email series.
• Ebook or guide: Compile a series of related blog posts into a comprehensive ebook or guide. Offer it as a lead magnet to grow your email list.
• Social media posts: Extract key quotes, statistics, or tips from your blog post and create shareable social media graphics.

From video to...

• Short social clips: Repurpose your longer videos into bite-sized clips optimized for different social media platforms (think Instagram Reels, TikTok, YouTube Shorts).
• Blog post/article: Transcribe your video content into a blog post or article. This makes your content accessible to those who prefer reading and improves your website's SEO.
• Quote cards: Extract impactful quotes from your video and create visually appealing quote cards for social media.

From infographic to...

• Presentation: Turn your infographic into a dynamic presentation for webinars, workshops, or conferences.
• Animated video: Bring your infographic to life with animation and music.
• Social media carousel: Break down your infographic into a series of images for a carousel post on platforms like Instagram and LinkedIn.

From podcast to...

• Blog post/article: Transcribe your podcast episodes into blog posts or articles.
• Audiograms: Create short, visually engaging audiograms for social media by combining audio snippets with images or animations.
• Ebook: Compile a series of related podcast episodes into an ebook.

From webinar to...

• YouTube video: Upload your webinar recording to YouTube to reach a wider audience.
• Blog post series: Break down your webinar content into a series of blog posts.
• Social media snippets: Create short, engaging clips from your webinar to share on social media.
• Email course: Repurpose your webinar content into an email course delivered over several days or weeks.

Edmonton in Action:

Let's say you're a local bakery in Edmonton that recently hosted a cake-decorating workshop. You could film the workshop, then repurpose that video into:

• Instagram Reels: Showcasing quick decorating tips and tricks.
• YouTube video: A full-length tutorial for aspiring bakers.
• Blog post: Summarizing the key takeaways from the workshop and promoting upcoming events.

The key is to think creatively and strategically about how you can repackage your existing content to reach different audiences and achieve your marketing goals. By choosing the right formats, you can maximize the impact of your content and get the most out of your efforts.

How to optimize repurposed content for SEO

Don't just repurpose, re-optimize!

So, you've made some new content and are ready to push it out into the world. Hold on a second - before you hit that publish button, let's make sure your revamped creations are primed for search engine success.

Remember, repurposing isn't just about changing the format; it's about optimizing for each new platform and audience. Here's how to make sure your repurposed content gets the SEO love it deserves:

Keyword optimization

Just because your original content ranked well for a specific keyword doesn't mean your repurposed version will automatically follow suit. Think about the subtle differences in how people search across platforms. 

For example, someone searching on YouTube might use more conversational language than someone searching on Google.

• Target-related keywords: Expand your reach by targeting related keywords and long-tail variations. If your original blog post focused on "best winter tires," your repurposed Instagram Reel could target "winter driving tips Edmonton."
• Optimize titles and headings: Make sure your titles, headings, and meta descriptions are optimized for each platform's search algorithm.

Content Freshness

Google loves fresh, updated content. Don't just copy and paste your old content into a new format. Give it a refresh.

• Update statistics and data: Ensure any statistics or data you use are current and accurate.
• Add new insights: Have you learned anything new since creating the original content? Add fresh perspectives and insights to your repurposed version.
• Refresh visuals: Update old images or create new ones that are more engaging and visually appealing.

Link building

Links are like votes of confidence for your content. The more high-quality links you point to your content, the more credible it appears to search engines.

• Internal linking: Link to relevant pages on your website within your repurposed content. This helps users navigate your site and can improve your overall SEO.
• Backlinks: Promote your repurposed content on other platforms and encourage others to link to it.

Schema markup

Schema markup is a type of code that helps search engines understand the content on your website. By adding schema markup 1 to your repurposed content, you can provide search engines with more context and improve your visibility in search results.  

Local SEO

For Edmonton businesses, optimizing for local search via local SEO is crucial.

• Location-specific keywords: Include location-specific keywords in your repurposed content (e.g., "best coffee shops in Edmonton").
• NAP citations: Ensure your business name, address, and phone number (NAP) are consistent across all platforms.
• Local directories: List your business on relevant local directories and online platforms.

Imagine you're an Edmonton realtor with a blog post about "Top 10 Neighbourhoods for First-Time Homebuyers in Edmonton." 

You could repurpose this into a YouTube video tour of each neighbourhood. Optimize your video title and description with keywords like "Edmonton real estate," "first-time home buyer," and specific neighbourhood names. 

Include links to your website and relevant property listings in the video description. 

And don't forget to add schema markup to your video to help it rank higher in search results.

By taking the time to optimize your repurposed content for SEO, you'll ensure that it reaches the right audience and drives valuable traffic to your website. It's a win-win.

Content Repurposing Tools and Resources: Your Content Repurposing Toolkit

There's a whole world of tools and resources available to help you streamline the process and create stunning repurposed content. Think of it as your content repurposing toolkit – equipped with everything you need to transform your content and amplify your message.

Here are some of my favourite tools to get you started:

Content creation tools

Need to whip up a quick infographic or design an eye-catching social media graphic? These tools have got you covered:

• Canva: A user-friendly graphic design platform with tons of templates, images, and design elements. Perfect for creating infographics, social media posts, presentations, and more.
• Adobe Express: Another great option for creating visual content with a focus on simplicity and ease of use.
• Visme: A more advanced AI tool with a wider range of features, including animation and interactive elements.

Video editing tools

Want to create engaging video content from your existing assets? These tools make video editing a breeze:

• iMovie: A free and easy-to-use video editing software for Apple users.
• Kapwing: A browser-based video editor with a collaborative workspace perfect for teams.
• InShot: A mobile video editing app with a wide range of features, including filters, effects, and music.

SEO tools

Need help with keyword research, competitor analysis, or SEO progress tracking? These tools are essential for any content marketer:

• SEMrush: An all-in-one SEO platform with a wealth of features, including keyword research, competitor analysis, backlink tracking, and more.
• Ahrefs: Another powerful SEO tool focusing on backlink analysis and competitor research.
• Google Search Console: A free tool from Google that provides valuable insights into your website's search performance.

Social media scheduling tools

Want to schedule your social media posts in advance and free up your time? These tools make it easy:

• Buffer: A simple and intuitive social media scheduling tool with a clean interface.
• Hootsuite: A more comprehensive tool with a wider range of features, including social listening and analytics.
• Later: A visual content planner with a focus on Instagram but also supports other platforms.

Local resources

Don't forget about the amazing resources available right here in Edmonton!

• Edmonton Marketing Agencies: Several local marketing agencies specialize in content marketing and can provide expert guidance and support.
• Business Networking Groups: Connect with other Edmonton business owners and marketers to share ideas and resources.

By leveraging these tools and resources, you can streamline your content repurposing efforts and create high-quality content that drives results. Don't be afraid to experiment and find the best tools for you and your business.

Wrapping up

By now, you should be feeling equipped and empowered to transform your content into a powerful marketing machine.

Remember the key takeaways:

• Content repurposing saves you time and resources. No more starting from scratch every time!
• It helps you reach new audiences. Different formats attract different people.
• It boosts your SEO. Repurposed content can help you rank for more keywords and drive more traffic to your website.
• It reinforces your message. Consistent messaging across platforms builds brand awareness and authority.

But most importantly, remember that content repurposing is about working smarter, not harder. It's about maximizing the value of your existing content and getting the most out of your marketing efforts.

Ready to take your content marketing to the next level?

Start by conducting a content audit to identify your top-performing pieces. 

Then, explore different formats and platforms to repurpose your content and reach new audiences. And don't forget to optimize your repurposed content for SEO to ensure it gets seen by the right people.

Need a helping hand?

If you're feeling overwhelmed or unsure where to start, Ignite Web Design Edmonton is here to help. We specialize in content marketing and can help you develop a winning content repurposing strategy that drives results. 

Contact us today for a free consultation.