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5 Ways to Adapt Your Content for New Visitors

5 Ways to Adapt Your Content for New Visitors-1

It happens to the best of us: you run into a creative slump, get writer’s block, hit a wall, so to speak. With the constant need to create unique, exciting, and shareable content, these dreaded slow days can be a huge hindrance to your productivity and your content marketing strategy.

Luckily, with the huge variation in content formats and platforms, inspiration is never too far away. While many marketers already share content across multiple platforms, such as tweeting out quotes from the latest blog post, there are many ways to take content from one platform or format and turn it into something fresh and new to attract and entice new visitors.

There are infinite ways to accomplish to turn one piece of content into another, but here are five ideas to get you started:

1. Turn an Old Blog Post into a New One

This one is easy, but significant! Look through your content archives for topics that need to be updated or elaborated upon to reflect changes to your industry.

When was the last time you produced a “best practices” article? Do you have how-tos or tutorials that don’t reflect the latest version of the software? Has a new policy, law, or guideline affected how your readers will conduct business?

These kinds of topics would ideally be covered as they happen, but if you haven’t made these updates, this is a good place to start. As you sift through your old blog posts, you may also find other posts that inspire a new, related topic or provide the foundation for another kind of content.

When updating existing blog content, ensure you do not publish duplicate content. If you plan to use large components of previous content in a new post, consider linking back to the previous post, or tagging it noindex so Google knows only to track the most up-to-date version.

Read more about expanding existing blog content in this guide from Hubspot.

2. Create Brief Videos Featuring Clients or Partners

Many companies have extensive blog archives, but few have the video archives to match. This is changing to meet the increasing demand for video, and is a great opportunity for new content creation. These statistics from Wordstream demonstrate that watching videos makes up one-third of online activity, and people prefer watching video to reading an article.

Some companies shy away from creating video due to budgetary constraints, but even small, low-investment video content can do wonders for driving traffic. Invite clients or partners to offer their best insights or practices relating to your industry, and post these with a unique introduction and a video text transcript, like Renovate America does with their tips.

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Alternatively, creative briefs, text-based videos summarizing blog content to help drive traffic to pages that otherwise may not have gotten any. These videos can easily be shared on social or grab a visitor’s attention on your home page, exposing your content to new leads in a fresh way.

3. Get Inspiration from Unique Social Media Posts

Unique social content is one of the best ways to gauge what interests your target audience. While social engagement with blog posts, videos, and other kinds of content is important to track, content on a social media channel that outperforms all other content is an important avenue to investigate when developing new content.

Social media content featuring or interacting with influencers in your niche is often very successful, particularly for beauty, fashion, and related industries. Capitalize on this interest by bringing this content into a blog post or other format, rather than isolation that valuable interaction in the social media sphere.

Consider a post featuring multiple influencers, a video interview with a top influencer, or inviting influencers to guest post on your site. These kinds of posts relieve some of the burden of brainstorming original content, and will gather more traffic as they feature prominent faces in your field.

Cosmopolitan often features influencers, like in this example with a prominent beauty blogger:

#EnergyWin Tip: Low Level Carbon Monoxide Detector

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A large brand like Cosmopolitan can determine what posts will do well by tracking engagement with different kinds of influencers across their social channels. With careful analysis, content teams can predict what influencers will garner the most interest among the target audience.

More broadly, brands can leverage social media to evaluate trends in topics, content format, or different factors and use these to inspire or adapt to original ideas. If interactive content garners the most shares, work to create more of that kind of content, and see how existing content can be adapted to the format that is most popular with your audience.

4. Turn FAQ Content into How-Tos or Tutorials

FAQs are a stronghold of any good website content, and much has been said about best practices on it. When done well, FAQ content should simultaneously support existing visitors and customers and help leads gain insight into your product or service. The one thing it shouldn’t be? Boring.

Monitor channels for customer interaction to ensure that your FAQ content is always addressing the most pressing needs of your customers. When questions persist despite updating the FAQs, consider creating an in-depth blog post or video tutorial to better meet your customers’ needs.

If your FAQ page is outdated or in need of a refresh, it can be a gold mine for new content creation projects. Create separate and more detailed pages for FAQ categories, or short videos to answer questions.

Taking an FAQ page from a static list of text-only questions to an interactive interface can not only improve your customer service, but also provide unique content to attract new leads.

TransUnion’s ShareAble for Hires has a great example of an FAQ page:

An example of a help center or FAQ.

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Here, they direct users to long-form content that answers broader questions while also providing short video tutorials for information on the technical aspects of the service. While the tutorial content may not drive tons of traffic or increase social shares, it can be a valuable resource to ensure customer loyalty.

You can read more about best practices for FAQ content in this article from Kayako.

5. Create Webinars from Infographics or FAQs

Perhaps you already have a stockpile of great content that is well-organized in diverse formats, but you need a new way to go more in-depth and engage with customers. If your target audience allows it, host webinars that compile some of your best resources, infographics, and FAQ content and connects the dots between them.

Webinars are valuable because of the live interaction a company can have with their audience. This real-time conversation can provide deeper insight into how your customers think, providing new fodder for further content, whether more detailed FAQs, new blog posts, or a series of how-to articles.

Although the live interaction is a key piece of webinars, the recording and transcript are important pieces of content to host on your site. They provide the user-friendly video along with the SEO-friendly transcript to maximize the investment in producing the webinar, like in this example from Visiolink.

Enclosing the slides or graphics from the webinar alongside the transcript as displayed above maximizes the user experience. Although webinars can require a bit of initial investment in their creation, more so than a new blog post, the returns are often greater because they provide so much more opportunity for adapting and sharing the content.

Read more about these possibilities in this resource from Search Engine Land.

Creative blocks can be difficult to overcome, and new ideas are hard to come by, so seek inspiration from your most creative days as a marketer and creator. By using previous content as a starting direction for the new content, you can uncover original perspectives and principles to engage with your customers in the most advantageous way.

Constantly review your old content to find opportunities to refresh and adapt to the ever changing realm of content marketing. Keep your loyal customers engaged while piquing the interest of new visitors.

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Author Bio: Sophia Conti is a contributing editor at 365 Business Tips, a new blog dedicated to finding the best advice and practices for small businesses and startups. She is an expert in marketing and public relations and has worked with organizations large and small to increase their digital presence.

Published on May 25, 2018