Content Marketing Blog

3 reasons why reusing old content won’t break your achy breaky heart (with help from Billy Ray Cyrus)

Billy Ray Cyrus is widely known for being the father of the controversial young singer Miley Cyrus, whom he starred alongside in the TV show “Hannah Montana”, but it’s easy to forget that Mr Cyrus had a hit song of his own back in the early ’90s – “Achy Breaky Heart”.

Now, 20 years later, the country superstar is bringing the song back with rapper Buck 22. The new hip hop version of the song has received nearly 8 million views on YouTube.

So, if Billy Ray Cyrus doesn’t feel any shame reusing old content, why should you?

Content marketing is not always easy. Brands need to produce engaging and useful content on a regular basis, so coming up with new ideas can be challenging.

Adding a fresh spin to a topic you’ve already covered can be a lifesaver. And if you ever feel guilty about it, remember the famous words of American businessman Bert Lance: “If it ain’t broke, don’t fix it.”

Resharing can help you reach new consumers

First off, it’s important to know search engines like Google have very strict rules in place for duplicating content, so republishing the same content again is going to do you more harm than good.

But if you feel like you posted something a while back that was pure gold and didn’t get the recognition it deserved, try resharing it on social media.

Since the majority of adults are now on social media, it is definitely a good place to attract online consumers. In fact, 42 per cent of online adults use multiple platforms, according to Pew Research, so you should too.

Figure out what social networking sites your target audience is most likely to use, such as Pinterest, LinkedIn, or Instagram, and include them in your social media marketing strategy.

Add fresh insights to old topics

Things change all the time, so it’s important for your brand to keep up if something has changed to a topic you’ve already covered, cover it again and add in the new details.

It may feel like you’re repeating yourself at times, but as long as you the content is original, then all will be fine.

Doing this on a regular basis will help establish your brand as a thought leader in your industry.

Online consumers are looking for detailed content

Since content marketing requires a large amount of content over a long period of time,  writing broad and general articles will get you nowhere.

Not only does it limit your topics for material down the line, but many consumers are looking for something more detailed.

People want information that is both useful and answers their questions, so if you have posted a broad article in the past don’t be afraid to break it up into smaller chunks with more detail.

Or you could even try reshaping old content into a landing page or infographic.

By making the most of your existing content you can stretch out your subject material, while getting more in-depth and specific. So add a fresh spin on your old content, or readdress the topic from a new angle, and make sure you share it on social media.

Posted by Dylan Brown