032: Repurpose Your Content: How to Maximise Its Impact and Boost SEO

In this episode, Jules dives into the importance of repurposing your content to work harder for your business, far beyond social media. She explains how linking your podcasts, blog posts, and other owned content together can build authority, not just in Google's eyes but with your audience too.

Jules discusses the value of creating a dedicated podcast page on your own website and how bringing users back to your domain helps boost SEO and conversions. She also covers how minor tweaks in keywords can lead to major shifts in attracting commercial traffic. Using a real-life example, she shows how adjusting keywords based on search intent can make a big difference in conversion rates.

Key Takeaways:

• Repurposing Content on Your Own Website: Learn why it's crucial to have podcast pages on your domain, linking back to relevant content.
• Keyword Research Tips: Discover how tweaking your keywords to focus on commercial intent can increase traffic and conversions.
• Linking Content to Build Authority: Jules shares how linking between episodes and blog posts can help users binge your content and increase trust.

If you’re looking to repurpose your content for long-term results and want to get more traffic and leads from your website, this episode is packed with actionable advice.

Resources mentioned in this episode:

• Book a Power Hour with Jules: Get help with untangling your content or SEO strategy in just one hour!
• SEO For Podcasts Checklist: Download this free SEO for Podcasts Checklist.

Related episodes:

• Episode 002: Why You Don't Need To Keep Feeding The Algorithm: Use Your Existing Content Potential To Show Up In Search
• Episode 009: Why A Content Strategy Is Your First Step To Website Success!
• Episode 012: Own Your Content - Why Creating for Your Domain First is Key to Long-Term Marketing Success 

Chapters

• 0:00 Introduction to Content Repurposing
• 0:41 Maximizing Owned Content
• 1:34 Building Authority and SEO Benefits
• 2:28 Creating Effective Podcast Pages
• 4:46 Keyword Research and Optimization
• 9:17 Linking Content for Better Engagement
• 12:00 Organising and Planning Your Content
• 15:32 Conclusion and Next Steps

Transcript

AI-GENERATED TRANSCRIPT - MAY CONTAIN ERRORS

Hello.  So this morning, I want to talk about the importance of repurposing  our own content. And I don't mean repurposing it for social media. I don't mean,  taking something we've created and using it.

chopping it up into reels and stories and things like that.

Maximising Owned Content

What I mean is  when we're creating something like a podcast episode or a blog post or something, anything where it's content that we own, making the most of that content and linking our content together so that it can keep working for us.

for years to come. So I think it's something that we can end up creating content just for the sake of it. Especially if we don't have a bit of a plan, then we can really end up just creating stuff without, realizing the ways and sort of, um, what's the word I'm looking for? Missing out, I suppose is the best way to describe it.

Missing out on the ways that we can actually make the most of that content. So, If we create a fantastic podcast episode, and it's something that's really important for us to be talking about in our businesses, then if we can. Use that to then link to other content that's relevant to that episode.

That can be really powerful.

Building Authority and SEO Benefits

And this is all about building you up as an authority on your particular topic. And I'm talking about it from the point of view of Google's eyes, but also from your clients and your audience's eyes as well. So making sure that people know what you talk about.  The key things that are important for people to understand about your business and for Google to understand about your business as well.

it can be really helpful in terms of just not creating content for the sake of it. And I've talked about this recently about just feeding the algorithm and just that feeling of you just got to keep creating more and more and more content. And even if you are podcasting and you enjoy that, and that's part of what you're doing is.

actually creating the content. So you're doing that anyway. It's just them making sure that that content is working for you in all the ways that it can. And it's helping people to understand what you do and ultimately helping to get you more clients and customers.

Creating Effective Podcast Pages

So One of the things I would always say is that anytime you're creating content, it's really important to be bringing that back to your own domain.

So if we're talking about podcasts, making sure that you've got a podcast website, so you've actually got pages within your own domain,  so where you make your sales, where your, website pages are, have your podcast as part of that.

So create an, a page for each episode.  And even if you don't go back and do it for all your old episodes, if you just started doing that moving forward and make sure there is some written content on that page as well, even if you've just to begin with, it's just the transcripts. That's all you do is literally create a new page for each Podcast episode that you put out and add the transcripts to that page, that's going to help.

It's going to start getting Google understanding things about what you do and about  the, the topics that you're an authority on. And even if you did nothing else, but that. Ideally, what you would do is then  adapt that and expand that content and make that into a blog post so that people can actually enjoy   content in whichever way they want.

So whether they want to listen to it, maybe you do it as a video. If, if you are creating podcasts as an as a video podcast and you're using it on YouTube as well, you could have a link to the video, you could have a link to your, your actual podcast episode, and you can have your player embedded within that so that ,  People can listen to it directly there on your webpages if they want and then having links for them to subscribe to your podcast in their, their favorite podcast player apps, but we're basically bringing them back to your website.   So  if you've got a website within your podcast hosting platform, because a lot of them will allow you to create content.

Create podcast episodes within that. Make sure that the links in there are bringing them back to your own domain as well. So we want to try and bring them back to our own domain and keep them there as long as possible so that Google understands people love going to this website and they love staying there and spending lots of time there.

And hopefully they get to a point where they go through your content and they end up at your sales page or your email signup page or whatever you, wherever action you're hoping they will do, then we get them back to that point. So that's. The first and probably the most important thing is whenever you're thinking about creating content, just thinking about how can you bring them back to your own domain, really.

And then we want to think about tying that in. So as you're creating more content moving forward, think about tying that in with what people are actually searching for.

Keyword Research and Optimisation

So,  I would definitely be thinking about what are those key topics that you need to be talking about, the key topics that you want to be an authority on, and then doing some keyword research around that and trying to find some long tail keywords.

So some key phrases that people are searching for that has some search volumes and is not too competitive to look to set to rank for. So you can use different tools. There is some great tools you can use to do that, but. Sometimes just having a little bit of professional help with that can make all the difference.

So just having somebody to actually do some keyword research for you. And that's the kind of thing that I do with my clients is actually doing that initial keywords and just finding some good opportunities where maybe just making some tweaks to your content can make all the difference. I was talking to my client Jane earlier this week and she And she creates calligraphy courses.

We were looking at keyword opportunities and looking at some, some sort of search volumes and the difficulty and also the intent around the searches. And we worked out that if she just tweaked some of her content and changed it to say, Calligraphy courses rather than learn calligraphy, there was a big difference.

So the search volumes weren't too much up further between the two. I think there was about something like 100, 100  more people searching for calligraphy course than learn calligraphy. And that's sort of per month, the monthly search volumes.  The difficulty was slightly easier to go for calligraphy course rather than learn calligraphy, but the big difference, and even if it had been the other way around, the big difference was that the search intent is different.

So the search intent for learn calligraphy was informational. So people are looking for information to learn calligraphy, most likely.  And the.  Course creation was commercial intent. So people are looking to buy a course on  learning calligraphy and that makes a big difference. So  , when she is looking at her sales pages and we're looking at how we can optimize that for.

that particular keyword, then that makes a massive difference because people are actually looking to make a purchase. So if you can grab them at that point, and you can be that person showing or that that web page showing up in those search results, that makes a big difference. So that was a tangent there about keyword research.

But essentially, yeah, what we want to try and do is make sure the content that we're creating is relevant to some of those commercial intent keywords if we can do. Where we can do. And even if not, I think just understanding those keywords, just maybe would then make you tweak your content that you are creating and just trying and get those important phrases through the content you're already creating.

And sometimes it is just tweaks, really. So three ways that you can do that. And three ways that you can make the most of the content you're creating is the first one is definitely having that those podcast pages on your website. That's that would be my big thing. So , if that's something you don't have right now, you don't have any pages on your own domain that link back to your podcast and your podcast links to,  that would be my priority for you.

And think about which episodes are going to be the most relevant for those important topics that are relevant. Ideally have a commercial intent. So people are looking to make some kind of purchase around that and how can you then tie that back in. So I would be thinking, okay, what are the most important episodes that I've either already created or that I need to create very soon in the future and start off with those pages.

Firstly, because if you've got those ones there and you've built it out a bit and you've, you've developed that into some great blog posts that can be really helpful and can make a big difference just to Google understanding what you're about and people understanding and people finding that right  content that ties in with what they're searching for.

Start with that first and foremost with your main, and we would call that your pillar content, make, make sure that you've got that there. And then as you're building stuff out over time, you can then build a plan that ties in with that content that you need to create over the next few months. And what you would then be thinking is it, okay, what other things can I create around that?

That's not competing with that page. So  if I'm talking about a particular keyword or key phrase that people are searching for, Google knows this is the main page on my site.  is around that. And this is the main podcast episode that people should go to if they want to find out about it.

This is the best one for them to go to. And then you can think about what other episodes can link into that episode and also link backwards as well. So if you've, if you've talked about your main topic, what are the also those subtopics that you can then link out to?

Linking Content for Better Engagement

And linking is one of the big things that I think we tend to neglect on our website is that actually how can we link stuff together?   

And what that does is helps people to  Binge your content and to really become familiar with what we're doing and to take them along that journey. Buyer's journey.  So whether that is content that's helping to increase your trust and helping to people to, to have that know, like, and trust factor for you, or whether it's helping people to get further along their journey, so they know they even need this solution that you're offering to their problem.

And it's probably a bit of both really that actually you're taking them along that journey and then hopefully  you're then helping them understand how you're the trusted guide to take them along a bit further. So definitely be doing that. So making sure you've got those podcast episodes on your own website, making sure that you're, um, Covering those key topics, firstly and foremost, and then also making sure that  you're aware of your content.

So I would say have a have some kind of content database that would be a, you know, a big thing to do start to think about how can I organize my content? How can I know what I've talked about where and when? How can I know?  Just a search myself, you can go into a database and search and understand what you've already created around that particular topic.

And the benefit of doing that is if you are then doing any, any guest experts slots or any kind of anything where you're talking. As an expert  and whether that is on your own episodes or your own future episodes or your own future blog posts or as I say being a guest somewhere then you've you you know what episode people need to go and listen to around that topic and that can be really powerful   so if you're doing a  guest training in somewhere you could have  on each slide that you've got you could have that linked with one particular episode that's a really great one to go and learn out learn more about this and I would definitely recommend doing that  Linking back to your own content, anything you can do where you can encourage people to listen to that extra episode and then the next episode and then the next episode that helps them to understand you and helps them to really grow to love your content and to be a fan ultimately, which is what we're, what we're hoping for before people , become clients.

And even after they've become clients, the more they can understand about what you do and how,  you work and your personality and they trust you, then the better really. So I think that's something that we tend to neglect a little bit. We're creating all this content and thinking about how can I repurpose this for social media or how can I chop this up and use it in different places.

Actually, how can I use this to link to new content that I'm creating and to With my new content. How can I use that to link back to old stuff that I've already created? It's already great content. I know it's helping people then make think just spending some time thinking about that can make all the difference as well.

So. 

Organising and Planning Your Content

How to get started with that? I would definitely say creating that content database, starting to think about how you can do that and  where you would do that depends on what tools you're already using. If you're using something like ClickUp or Notion or Asana. I've not used Asana so I don't know how well the search.

Like the, the being able to search within that database. Airtable is great for this kind of stuff. I'm not familiar with using Airtable myself. I like Notion because it's got a bit more visual stuff that you can tie in there. But essentially you just need a database that's searchable and where you can link your content together. 

So you can basically add tags to something and it's got a really good search function as well. So you could essentially do this in a Google sheet. I think it would be quite hard to. Link stuff together. I don't know. I think I feel like that you need ideally and some kind of actual database to do this really.

, so what you would be doing with that is you would then be adding your transcripts from each episode or for all the content of each blog into that database so that you can then search for any time you've   spoken about that particular part of your topics that you talk about.

And also when, so, you know, you can link back to those episodes as well. So start with that, start with thinking about a content database. And that seems like that might be a massive thing. And it is eventually that would get to be a point where that would be a really valuable part of your business.

But even if you were just doing it, moving forward, I think I spoke about this last week of actually, if you're just doing that, moving forward with the content you're creating from now, then you'll be very soon going to get to a point where you've got a great place where you can understand all your content.

Then keyword research, making sure that you do understand what people are searching for, making sure you're looking for some of those commercial intent keywords so that you can just, start thinking about what content you've already got that links in with something where people are actually searching to make a purchase or at least a little bit further along that, that buyer's journey, really.

So they already understand what they're looking for and you can position your, your product or your service as a solution to that.  And then spend some time planning, just thinking about those content pillars. What are the important things that people need to understand about your business, your website, what's the important things that you want Google to understand, and you want to be clear on yourself and you want your clients to understand about you.

Then thinking about that and thinking about all the different topics that you could explore within that and creating yourself, even if it's just the plan for the next,  like each month, I will be talking about this particular thing, or one week of the month, I'll be talking about this particular thing and starting there really.

So you've got some, some structure in place of how you're going to create your content moving forward.   And you can tie your social media stuff into this and everything, obviously, but it's just, I would always be thinking first and foremost, okay, the content that I own, the content that's on my own domain, that's helping to build my own authority.

Start with that. Firstly, really,  I think we often do end up thinking about creating content plans for social media and we, we neglect our own domains. And that's the bit that's the benefit of doing this is that content is then not. Disappeared within hours or days or weeks. It's there, you've created that content and that can be there forever.

And Google will then, you know, this is, this is stuff that's going to pay off in three, six, nine, 12 months time years time. , because  it's there, it's there and people can search for it whenever they need it, rather than you relying on the social media algorithms to show it up to people. And then it's just gone and disappeared into the ether and never to never to be helping you again, really.

Conclusion and Next Steps

So if you'd like some help on this, then. A great place to start is book a power hour with me. We can have a,  an hour just looking at your content and starting to untangle , what the next steps are towards actually getting that sorted.

And.  if you've just got a problem with your website or you've got a problem with your SEO and something that you just feel like you need some help to just get started, then definitely I recommend Book A Power Hour with me. And we can just start to help   you to understand what steps you need to take to show up in searches and to make more sales as well.

So I hope that's helpful. Have a lovely week, see you again.