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How to Repurpose Content Without Pissing Google Off

How to repurpose old content
July 17, 2014
| Articles

When it comes to publishing content online, Google’s always been the bad guy.


It’s freakishly sharp at catching folks gaming its algorithm and they change their search engine optimization criteria faster than a baby changes diapers.


Okay, maybe not that fast … but you get what I mean.



One of the fastest ways of pissing Google off is by duplicating content and publishing the same content in multiple places.


Now I get it. It’s hard to come up with unique content all the time – especially when you’re publishing regularly. The worst part is, once you publish a post – its shelf life is two days max. After that it loses traction. New content published by competitors grabs the attention of your readers.


You need to publish fresh content to get your reader’s attention back.


It’s a rat race!


What really gets to me is all that great content going to waste after it’s had its 15 minutes of fame.


You probably spent a few hours writing that post. Then editing, publishing, and promoting must have taken another few hours. All that hard work gone to waste in just a couple of days…


It makes sense to use previously published content after some time, right?


Only if you do, you’re going to piss Google off. And that just sucks because you worked so hard!


But since Google gets pissed off and has been known to penalize websites and cripple their search engine traffic, you don’t dare republish the content you’ve written.


What if I told you there was a way to republish your written content without pissing Google off?


Just one warning:


You have to forget about using your written content as is.


Before you protest, let me tell you – there are tons of ways to republish your existing content without publishing the whole thing as is. You just need to know how to repurpose content the right way.



1. Slides/Presentations


Who doesn’t love a good presentation? Especially with SlideShare making things so interesting.


All you need to do is pick a post you want to publish again, turn it into a presentation, upload it on SlideShare, and embed it in a new blog post and publish it.


You can link to the original post at the end.


2. Videos


I love how easy it is to make videos these days. You can easily do it with your iPhone!


All you need to do is stand in front of the camera, look in the lens and talk to your readers about a topic. Now the beauty of video is that the topic doesn’t need to be new. You can take an old post and talk about it – either as is or with a new perspective. It’s all up to you.


When it comes to videos – it’s as much what you say as how you say it. Just be your usual engaging, friendly, personable self and you’ll make a direct connection with your readers.


3. Audio/Podcasts


Okay, so maybe videos aren’t your thing. Not everyone is comfortable standing in front of the camera and talking to the lens. If that’s the case (or if you just want to use another medium), recording podcasts is a great way to repurpose content.


The same rules of repurposing content apply. Take an old post, talk about it, and hit publish. Only this time, it’ll be in a mic and you’ll be recording yourself.


What I love about audio posts or podcasts is that they can easily turn into a regular feature. You already have a bunch of old posts to pick from – you don’t even need to come up with fresh ideas!


4. Screencasts


You already know how-to posts and step-by-step tutorials are a great way of attracting customers and clients. But want to know something that works even better? Screencasts.


Screencasts are basically videos detailing how to do something. They’re the visual how-to posts.


Use a service like Screenr to record a video of an old tutorial or how-to post you published about your product. Show your readers how to do something instead of writing about it.


The best part? Screenr screencasts are embeddable in blog posts.


5. Interviews


If you’re thinking about republishing an old post but have nothing new to say, interview an expert.


It’s a great way to invite a different point of view to the blog and gives your readers something new to chew on.


Plus, it’s also a great networking opportunity.


You don’t have to publish just one interview either. You can reach out to a bunch of experts and ask them to share their thoughts on a topic you’ve previously blogged about.


6. eBooks / Reports


Do you have a lot of blog posts about a certain topic? Bunch them together and publish them as a free report or an ebook. You can either offer it as a “no strings attached” downloadable freebie or you can publish it as a gift for subscribing to your newsletter.


Either way, it’s a great way to breathe life into old posts that were gathering dust in your blog’s archives.


7. Email Newsletters


One of my personal favorite ways of reusing old posts is to turn them into email newsletters.


Study after study has shown that to keep newsletter subscribers engaged, you have to send regular emails with great content to remind them of who you are and why they signed up in the first place.


But let’s be honest. Coming up with fresh content for a newsletter is hard work!


One way to keep your newsletter fresh is to use old posts in your newsletter emails. You don’t have to publish the post as is – just a summary will do. Link to the original posts in the email and you’ll get targeted traffic to your blog to.


Create an auto responder series from your old blog posts and you’ll keep getting traffic to your old posts.


8. Posters / Graphics / Images / Infographics


One of the most popular form of content these days is visual. If it’s a poster, graphic, image, or even an infographic – it’s guaranteed to be shared more.


Pick a core idea from an old post and turn into into a graphic or use a particularly arresting quote from the post on an image and publish it as a new post on your blog.


If you’re creating a poster, offer it as a free embeddable poster readers can publish on their blog, too. You can also offer a print version of it.


The same goes for infographics. You can use survey findings and turn them into an infographic or use a how-to post and create an infographic from it – the choices are countless.


Google doesn’t mind repurposing old content into new posts


What it does mind is the content being published as is. Or being rewritten for the sole purpose of presenting it as new content.


If you’re making it obvious that the inspiration for the new post is an old one – and repurposing it in the different formats mentioned above – you won’t piss Google off.


Quite a relief, huh?



Do you have an archive filled with great content you wanted to bring to the limelight again? Share your ideas. Tell us how you plan on repurposing some of your great content in the comments.

By Samar Owais
Categories: Articles
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