Two things that all of us marketers are tied for are time and resources. In an ideal world, we'd have massive content teams producing massive amounts of quality content that we'd publish across multiple platforms.

But alas, this is never really the case. I know from experience that this is where most of us find ourselves and while the situation may seem challenging, there is a solution. I have found it content reuse it's a great strategy for dealing with time and resource constraints.

So what is it and how should you optimize and measure it? Below, I offer my recommendations to help you get an edge in the dynamic and competitive space that is marketing. Let's begin.

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Understanding content reuse

Let me start by laying out some ground rules for content reuse. While it is a form of your recycling evergreen content, it is not at all acceptable to take someone else's work and claim it as your own. Content repurposing involves making the necessary changes and adjustments to existing, evergreen content.

And yes, I'm reiterating the point about evergreen content again because it's important. In short, it involves taking a piece of content and, as the name suggests, recasting it into something different, with a new angle and added value. Some marketers call it content recycling. Whichever name you prefer, the idea is the same.

Getting back to the point of evergreen content, you want to make sure you're repurposing content that's always fresh and content that's performing well to get the most out of your efforts. In some cases, it's also okay to salvage older content that used to perform well.

However, the main thing here is that you should always adjust the content for the platform you are going to post it on. It's not just about repeating the same content across multiple platforms. It's about redefining it so that it brings more value to the audience where they are, and it's about helping your content perform better in search engines.

But are these the only benefits you get with content repurposing? Fortunately, the answer is no. In fact, you can enjoy a much wider range of rewards for your efforts, including:

• You can reach a new and wider audience

• Take care of different generations

• Future-proof your content against search engine algorithm changes

• Higher levels of scalability

• Reinforce your brand message

• Search engine optimization (SEO) benefits through sustained efforts

• Improve your content ROI

• Introduce greater efficiency to your content production efforts

• Increase your content distribution

• Achieve multiple goals

• Improve the availability of your information

• Save time, money and other resources

• Place one strong online presence

• Spread the bond equity

• Signal the freshness of the content to search engines like Google

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Content reuse for SEO

Well, as marketers, we are all familiar with different content formats. Some of the most popular are blog posts, videos and podcasts. However, there are also social media posts, tweets, white papers, e-books, case studies, mini-studies, online courses, press releases, webinars, emails, newsletters, quizzes, and infographics, among others.

The beauty of it all is that you can take an evergreen blog post and convert it to most of these formats fairly quickly. Let me share an example. Say you have a feature article on how to do a marketing campaign.

Your blog article may have some statistics in it. Why not repurpose these stats in a short tweet or social media post? You can also take key facts from this blog and create an infographic. But why not take it further? Create a video based on the blog, but make sure your video doesn't just consist of reading those facts out loud. Add some jokes or interesting tidbits that will attract your audience.

When the video is ready, break it down into small, manageable chunks and then send it out to your social media platforms as well. You can do the same for podcasts and webinars. The options are literally endless.

The point is to choose the right blog post or piece of content to work on while you focus on rewriting parts of it, reformatting and repurposing it. And if you're thinking of taking advantage of AI Content Marketing Tools to speed up your process and make it more efficient, by all means — go ahead.

Optimizing Repurposed Content for SEO

After reaching this part of my article, you might be wondering why I'm even mentioning repurposed content optimization for SEO. I've already done keyword research for the initial or main piece of evergreen content I've already posted. Isn't it a matter of simply using the same keywords to secure Success in SEO?

Well, the answer is yes and no. It all depends on the content format. If it's a blog post you're repurposing, you can still use original keywords with high search volume and low competition. However, there is still some optimization work to be done.

For example, you'll want to make sure your meta tags are accurate and distinct from the original piece of content. Also, you will definitely need to invest some time in strengthening your internal links. This will do wonders for your SEO game and these tactics should not be overlooked in any way.

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Measuring the success of repurposed content

And now that you've published your repurposed content in various formats on multiple platforms, you might think your work is done. Unfortunately this is not the case. Like any piece of content you publish, you need to measure the online performance of your repurposed content. How do you do this? Well, three metrics I often turn to (although there are many others) are:

• Traffic

• engagement

• Conversions

Having covered the many benefits and some strategies of content repurposing for SEO, one thing I would like to say as I come to the end is that the importance of content repurposing for SEO success should not be underestimated.

With limited time and resources, your content team will struggle to produce enough content to high quality. But if you focus your efforts on creating a few standout pieces that are repurposed for multiple channels, you really have a better chance of improving your online presence.