How to Maximize Your Existing Content: A Time Hopper’s Guide to Content Success

“Your future hasn’t been written yet. No one’s has. Your future is whatever you make it. So make it a good one.” -Doc Brown, Back to the Future Part III

Let’s use some imagination and have some fun for a bit.

You wake up as soon as the sunbeamspeer through the gap in your curtains, run downstairs, and make a quick cup of coffee. But as you step out onto your driveway, you notice a fresh, slick parked DeLorean. You know what that means: you suddenly have the ability to whisk back in time. But wait! You’re a marketer. You know this opportunity shouldn’t be wasted on reliving high school or warning past-you and past-others about questionable choices. You decide to revisit and revamp your content. You decide to learn the art of maximizing existing content, leverage what worked in the past, refresh it for the present, and go back to a brighter future for your brand. 

Welcome to the content time machine, where we’ll show you how to learn from where you’ve been to take your existing content to new heights. So let’s rev up this DeLorean and stroll down content strategy lane.

Set Your Destination: Audit Your Content

Every great time travel adventure starts with a plan. You don’t just fire up a time machine and hope for the best. The same applies to your content library. That’s your map. Before activating the flux capacitor, you need to decide which pieces are worth revisiting. This is called a content audit.

A content audit involves reviewing everything you’ve created to identify high-performing pieces, potential hidden gems, and underwhelming posts that could use a bit of a “glow-up.” Tools like Google Analytics, Ahref, or SEMrush can help pinpoint what is driving traffic and what is gathering dust.

For example, imagine you wrote a blog three years ago titled “The Role of Gated Content Marketing.” Maybe it was popular back then, but as Bob Dylan says: The times, they are a-changin’. If it hasn’t been updated since it’s time to bring it back into the spotlight. So what do you do? Add new data, adjust for current trends, and optimize it for today’s SEO landscape.

Not sure where to start? There are plenty of CW content marketing pieces showcasing how gated content can boost ROI when properly refreshed.

Zhuzh Your Content to Mesh with Present-Day

Traveling back to the ‘80s was fun, but if Marty McFly landed in 2024 rocking shoulder pads and neon leg warmers, he wouldn’t be so “fly” in today’s world. The same goes for your content.  Your content needs an upgrade to resonate with modern audiences. 

Now, we’re not saying you’re outdated, like the ‘80s outdated (the decade did make quite the comeback, right?) but anyone in the business world and content marketing scene today will tell you stuff changes quickly, so it’s important to stay on top of it. What was relevant last year might be a fugazi this year.

SEO: The First Stop

We can’t stress this enough, folks. Start by optimizing for SEO. Keywords that worked years ago might be irrelevant nowadays. Update them with terms that reflect current search trends. There are plenty of tools out there to help you uncover trending keywords: SEMrush, Moz, and heck, just reading some of our blogs. Sometimes, hiring a copywriting agency to do it for you is all you need to worry about. Also, don’t forget meta descriptions, alt tags, and mobile responsiveness—small tweaks can yield big results.

Make It Visual

Next, think about visual appeal. Does the content have images, infographics, or videos? Today’s audiences are drawn to visually rich content. Adding a short video explainer or creating a simple graphic can give your content a fresh age. With the rise of the TikTok generation, this will probably become a great trend as the years go on.

For example, turning a blog post into an infographic may make it more engaging and increase its shareability. A visually appealing post can circulate across platforms like Pinterest or Instagram, reaching audiences you may have initially missed.

Transform Into Gated Content

Finally, ask yourself: could this piece become gated content? Gated content, like whitepapers or exclusive guides, can drive leads. Turning a blog into a downloadable resource adds value and encourages audience engagement. 

Repurpose for Different Eras: Content Formats

Time travel isn’t just about revisiting the past—it’s about reimagining it. Think of your content like a timeless movie franchise. A single concept can spawn sequels, spin-offs, and remakes that appeal to different audiences.

Start with your blog posts. Could a popular article become a video? Or a series of short social media posts? An evergreen piece like “10 Tips for Better Content Marketing” could be transformed into a podcast episode or an infographic. Each new format allows you to reach new audiences.

Specific Examples

• From Blogs to Videos: Take key points from a blog and turn them into a short video series. Videos work well on YouTube, TikTok, and even LinkedIn.
• From Articles to Podcasts: If you’ve written a thought leadership article, consider reading it aloud as part of a podcast episode. This approach is perfect for targeting those busy professionals who prefer to listen rather than read.

Navigating these options can feel like a hedge maze—complex and overwhelming. This is where professional help, like a copywriting agency, can make a difference. Agencies specialize in turning old content into new gold, as discussed in this comparison of agencies and freelancers.

Keep Your Time Machine Safe: Compliance Matters

Not all content repurposing is as carefree as Marty riding a hoverboard. In compliance-heavy industries like healthcare or finance, you need to tread carefully. The past may contain outdated information or data that no longer complies with current regulations. Updating these pieces isn’t just smart—it’s essential.

For example, double-check every statistic and reference if you’re repurposing a blog about healthcare content marketing. Adhere to the latest guidelines and standards to avoid legal pitfalls. Always collaborate with experts in your industry to ensure accuracy.

The importance of this cautious approach is outlined in Coherent Market Insights’ guide on compliance-heavy content marketing. When done right, you can create content that is both engaging and trustworthy.

Call in the Expert Help

Even the best time travelers need a Doc Brown. You might have the vision, but sometimes you need a partner to help. That’s where professional support comes in.

Why a Copywriting Agency?

Hiring a copywriting agency can be a game-changer for your content strategy. Agencies bring expertise and resources that go beyond what a freelancer or in-house team can provide. They’re adept at repurposing content, optimizing it for SEO, and ensuring it maintains your brand’s voice.

What’s Next? Build the Future by Revisiting the Past

Maximizing your existing content is more than just a smart business move. It’s a journey. By revisiting your past creations, refreshing them for today, and repurposing them for tomorrow, you ensure your content remains relevant and impactful.

The beauty of this process is that it doesn’t require starting from scratch. With the right strategy, tools, and perhaps a little professional help, you can unlock the true potential of your content library. 

So, fire up your content DeLorean. The future isn’t written yet—but with the right moves, it’ll be a blockbuster.