1.
https://www.slideshare.net/coraleva93
How to Repurpose Existing Content
To Help With Your Strategy
Coral Luck // Ricemedia //
@CoralEva9

2.
Results. Fast.
@CoralEva93 | #BrightonSEO
A new client
signs.

3.
Results. Fast.
@CoralEva93 | #BrightonSEO

4.
@CoralEva93 | #BrightonSEO
Essential Tools

5.
What to expect?
○ Ranking increases
○ Increase in Organic Traffic & referrals
○ Links & Coverage
○ Featured Snippets
@CoralEva93 | #BrightonSEO

6.
Proven industries
Hair & Beauty
Digital Marketing
Automotive
Cyber & Software
Health Care
@CoralEva93 | #BrightonSEO
Hospitality
Jewellery
Technology
Retail
Education

7.
@CoralEva93 | #BrightonSEO
Repurpose Existing
Blogs for Outreach

8.
Why?
○ Quick way to obtain links
○ Increase brand awareness & coverage
○ Increase referral traffic
○ Improve trust flow
@CoralEva93 | #BrightonSEO

9.
@CoralEva93 | #BrightonSEO
How?

10.
Choose the right content
@CoralEva93 | #BrightonSEO

11.
Consider the audience
Publications
○ Regional
○ National
○ Trade
Who are you targeting?
@CoralEva93 | #BrightonSEO

12.
Write the right press release
@CoralEva93 | #BrightonSEO

13.
Outreach
○ Create a media list / use existing one
○ Personalise each email
○ Monday + Tuesday are the best days
○ Give as much information as possible
@CoralEva93 | #BrightonSEO

14.
Blogs to Outreach - How?
○ Choose the content
○ Consider the audience/publication
○ Write your press release
○ Send...
@CoralEva93 | #BrightonSEO

15.
@CoralEva93 | #BrightonSEO
Wait,
Track &
Repeat!

16.
Case Study
5 pieces of content
○ 19 pieces of coverage
○ 23 live links
○ 11% increase in referral traffic YoY
○ 38% increase in organic traffic YoY
@CoralEva93 | #BrightonSEO

17.
Case Study
@CoralEva93 | #BrightonSEO

18.
@CoralEva93 | #BrightonSEO
Boost Pages via
Google Analytics or
Search Console

19.
Why?
○ Easier to increase rankings
○ See results fast
○ Trackable
○ Easy to implement
@CoralEva93 | #BrightonSEO

20.
@CoralEva93 | #BrightonSEO
How?

21.
Choose the right content
@CoralEva93 | #BrightonSEO
Google Search Console - find keywords &
URLS ranking 3 or lower.
Google Analytics - compare landing pages
YoY & MoM via Organic Traffic.

22.
Look at ranking competitors
@CoralEva93 | #BrightonSEO
○ H1, H2s, H3s, H4s…
○ CTA
○ Interlinking
○ Keyword Density & Proximity
○ Content Length & Layout

23.
Rewrite
@CoralEva93 | #BrightonSEO
○ Can you replicate those out ranking?
○ Stay in the tone of the client
○ Optimise!
○ Make a note in GA

24.
Boost Pages - How
○ Choose your content via GA or SC
○ Look at ranking competitors & replicate
○ Rewrite
@CoralEva93 | #BrightonSEO

25.
@CoralEva93 | #BrightonSEO
Wait,
Track &
Repeat!

26.
Case Study
27%
@CoralEva93 | #BrightonSEO
104%
Increase in organic
traffic YoY to cat pages
Increase in goals via
organic traffic YoY

27.
@CoralEva93 | #BrightonSEO
Optimise Content for
Featured Snippets

28.
Why?
○ Featured Snippets are black magic
○ Snippets receive 32% of clicks on page 1
○ 99% of Featured Snippets rank in the top 10
@CoralEva93 | #BrightonSEO

29.
Traffic vs Featured Snippets
Wikipedia lost 21%
of their traffic.
Consider the type of
snippet you’re after.
@CoralEva93 | #BrightonSEO

30.
@CoralEva93 | #BrightonSEO
How?

31.
Choose the right content
@CoralEva93 | #BrightonSEO
Google Search Console
- look at keywords
ranking between #1 &
#5.

32.
Find the queries
@CoralEva93 | #BrightonSEO

33.
Look at competitors
@CoralEva93 | #BrightonSEO
○ Is there already a snippet for the query?
○ Keyword Proximity & Density
○ Does the snippet actually answer the query?
○ What type of snippet is it?

34.
Rewrite
@CoralEva93 | #BrightonSEO

35.
Featured Snippets - How
○ Choose the content
○ Find the queries
○ Look at existing snippets
○ Rewrite
@CoralEva93 | #BrightonSEO

36.
@CoralEva93 | #BrightonSEO
Wait,
Track &
Repeat!

37.
Case Study
@CoralEva93 | #BrightonSEO

38.
Case Study
@CoralEva93 | #BrightonSEO
3 Sales £540
In revenue so far
directly from this blog
Directly attributed to
this blog

39.
@CoralEva93 | #BrightonSEO
Turn Content into
Newsletters

40.
Why?
○ Increase traffic to site
○ Reach target audience
○ Generate leads / sales
@CoralEva93 | #BrightonSEO

41.
@CoralEva93 | #BrightonSEO
How?

42.
Choose the right content
@CoralEva93 | #BrightonSEO
Google Analytics - most popular content
Round-up - recently released content
Industry news - content related to this
New service or product - push that page
Industry events - ‘here’s what you missed’

43.
Create the email
@CoralEva93 | #BrightonSEO
○ Intriguing subject line
○ Visually appealing & on-brand
○ Links to repurposed content
○ Links are tracked via UTM Tracking

44.
Tracking
@CoralEva93 | #BrightonSEO
URL = URL you want to track
Source = newsletter
Medium = email

45.
Content to email - How
○ Choose the content
○ Create the email
○ Track the links
○ Proofread….
@CoralEva93 | #BrightonSEO

46.
@CoralEva93 | #BrightonSEO
Send,
Track &
Repeat!

47.
Case Study
@CoralEva93 | #BrightonSEO
310 opens
45 link clicks
2 goals

48.
@CoralEva93 | #BrightonSEO
Make sure you
always...

49.
Fetch and Render
Fetch & Render the URL on Search Console. It
prioritises the URL for re-indexing.
@CoralEva93 | #BrightonSEO

50.
@CoralEva93 | #BrightonSEO
Key Takeaways

51.
Key Actions
○ Existing content is your quick win
○ New content is still super important
○ Use the data you have to push rankings
○ Always fetch and render
○ Track & add notes
@CoralEva93 | #BrightonSEO

52.
@CoralEva93 | #BrightonSEO
Thank You!