How to Identify the Best Content to Repurpose

Look at your business blog. It’s probably chock-full of great content that you’d love to get out in front of your audience again, right? But you’re not sure which blog posts to regenerate. Do you regenerate the list post into something else, or maybe the most-shared post into an eBook? It’s a jungle out there.

Life would be so much easier for you if there were an easy way to identify the best blog posts to regenerate, wouldn’t it? That way you’d spend less time combing through your blog for the hidden gem and more time actually regenerating it into something just as valuable to your readers.

Let’s take a look at 5 steps that will help you identify the blog content that’s gotten you the best results in the past, so you can regenerate it efficiently.

[bctt tweet=”Do YOU know what your best content is to repurpose?” username=”juliaborgini”]

Step 1: Discover what’s performed well

First up is your analytics. You’re probably using Google Analytics for your site, so you can take a look at  Behavior > Site Content > All Pages for the appropriate date range you want to target. If you’re using another analytics program look at the site content numbers as appropriate.

Once you’ve got the report done, ensure you’re only looking at blog post pages. Remove the high-performing landing pages and other one-off pages that may skew your results.

Then export the report into a spreadsheet to make it easier to work with. Delete the low number pages and decide on what your threshold is for this exercise. Is it 20+ views per page for the time period or 100+ views? This number will depend on your market, your website, and your audience, so choose accordingly.

Step 2: Find out your best social media posts

Next, it’s time to look at those pages to see how much interaction they’ve had on social media.

  • Google Analytics: Check out which social networks are referring you traffic through Acquisition > Social > Network Referrals.
  • Buzzsumo: Plug the blog post URL into Buzzsumo to find out interaction numbers. Note: the free version of the app gives you all-time numbers only; if you want the numbers to fit the date range you’re looking at, you’ll need a paid subscription.
  • Buffer/Hootsuite: Paid memberships of these two apps will give you analytic numbers to find out likes, shares, etc. for a number of networks like Twitter, Instagram, and LinkedIn.

After looking at the straight social media numbers, it’s time to ask that content some hard questions. Remember, you’re looking to regenerate your best performing content right now, so don’t worry about regenerating the other stuff (there’s a time and place to do that too, but not right now).

Questions to ask your content

  • What types of posts resonated best with my social audience? Infographics? List articles? Long-form multimedia posts?
    • You’ll know it’s striking a chord with your audience if they’re sharing, liking, and commenting on the posts.
    • Take note of the ones that were shared most, the ones that were liked most, and the ones receiving the most comments. Each of those actions is different and may lead to a different regeneration plan.
  • Is there a correlation between the blogs that performed best on social and those that received the most site visits?
    • Did they simply re-share the content or did they take the time to come to your site to read it? To comment on the blog post?
  • What type of media is associated with the best performing social content?
    • Is it the ones with images or videos?
    • Are the images customized ones with your logo and/or URL on it? Or just plain images?
    • What kind of videos are getting performing best? How to’s? Interviews? A behind the scenes look at your office?

[bctt tweet=”5+ questions to ask your content to find the best of the best to regenerate. #repurposecontent #giveyourcontentmarketingasecondlife #contentmarketing” username=”juliaborgini”]

Step 3: Look at the top-performing post patterns

Now it’s time to dig in to the content itself. Once you know which ones are performing well on the site and on social media, you can take a closer look at the post type.

  • Format: What’s the format of the post? Is it a short or long post? A listicle or round-up of other posts? Does it have a lot or few images?
  • Content: Is it an evergreen topic? Is it something that’s still relevant today? Highlight any posts that could still be relevant today and be regenerated into evergreen content. At this point we’re only looking at timeless content.
  • Topics: What topics are the most popular? Are they related to your market as a whole or only your company and products?

Step 4: Analyze the numbers for opportunities

Your head’s probably a little sore after all this number crunching, but it is worth the effort. The opportunity of this review exercise is to understand the type of content your audience likes, not only from a topic perspective, but also a visual one. It can also get you thinking about what content types can work together once you start planning your regeneration roadmap.

Use these categories as a guideline for prioritizing the opportunities:

  • Content subject/topic
  • Media usage (videos, images, platforms)
  • Structure (list, FAQ, round-up, interview)
  • Content length (long or short)
  • Audience (who’s reading)

Step 5: Create a plan to regenerate

Now’s where the rubber meets the road and you’re going to take all of that analysis and hard work to create a regeneration roadmap. Using your list, take the top 3 posts and plan out how you’ll regenerate them. Will you simply add more resources or rewrite sections of it? Add more images or a video demo? Change up the CTA to something more relevant to your current marketing campaigns?

An editorial calendar will be particularly useful here so you know exactly what’s being produced and for when. It’ll also give you a good idea on how to integrate it into your marketing campaigns so that you’ve got a good mix of content types and subjects. A content regeneration roadmap should supplement your marketing strategy, not completely replace it. It’s meant to help bolster your efforts to fill in the gaps you may have noticed in your campaigns.

There you have it

You’ve now seen the 5-step process to identifying the best content to regenerate in your asset library. You’ll be able to take the highest performing content and regenerate it into something that will work even better for you. Drawing in additional readers and solidifying your relationship with current readers.

It’s not a short process, but once you’ve done it a few times, you’ll get the hang of it. Then you’ll be able to start regenerating under-performing content into high-performing content too. But let’s not get ahead of ourselves. Let’s just start with the ‘easy’ work, okay? The infamous ‘low hanging fruit’ (never one of my favorite business clich&‌eacute;s, but it’s true here.)

So, are you ready to tackle this project? To identify the content best suited to content regeneration? Get at it, you can do it.