In today’s digital world, it’s easy for great content to get lost in the noise. Your top-performing content has already proven its worth by engaging your audience and driving traffic. By repackaging and promoting these pieces, you can keep them in the spotlight, attract new readers, and reinforce your brand’s authority.

This strategy has been key for my own content marketing success, as I’ve seen firsthand how repackaging my high-performing content can significantly boost the activity and engagement on my blog and social media channels. Not only does it keep my audiences engaged, but it also helps attract new followers who may have missed the original posts.

By leveraging and repackaging your content, you can:

1. Extend Reach: Reintroducing top content ensures it reaches new audience segments who may have missed it initially, expanding your overall reach.
2. Boost SEO: Regularly updating and republishing successful content can improve your search engine rankings, driving more organic traffic to your site.
3. Increase Engagement: Highlighting popular posts keeps your audience engaged, encouraging them to explore more of your site and spend more time with your brand.
4. Enhance Credibility: Showcasing your best work reinforces your expertise and authority in your industry, building trust with your audience.
5. Optimize Resources: Repackaging existing content is a cost-effective way to maintain a robust content strategy without constantly creating new material from scratch.

In a crowded digital space, maximizing the impact of your high-performing content helps you stay competitive, relevant and top-of-mind. Here’s why this strategy is effective and how you can make it work for you.

Why Repackage and Repurpose Content?

• Maximize Value from Existing Content: Repackaging allows you to get more mileage out of content you’ve already created. Instead of letting high-performing posts fade into obscurity, you can reintroduce them to your audience in a fresh, engaging format.
• Reach New Audiences: Every piece of content has a lifespan. By repurposing it into a new format, you can reach new audience segments who might have missed it the first time around.
• Boost SEO and Engagement: Updated and republished content signals to search engines that your site is active and relevant. This can lead to improved search engine rankings and drive more organic traffic to your site.
• Save Time and Resources: Creating new content from scratch requires significant time and resources. Repackaging existing content is a cost-effective way to keep your content calendar full without overwhelming your team.

Benefits of a “Top Posts” Series

• Enhanced Visibility: Highlighting your top posts brings your most valuable content back into the spotlight. This makes it accessible to new readers and reminds your loyal followers of its relevance, ensuring your hard work continues to pay off.
• Increased Engagement: Curated lists of your best content can captivate your audience, encouraging them to explore multiple posts and spend more time on your site. This leads to higher engagement rates and a more invested readership.
• SEO Boost: Regularly updating and republishing top content can improve your site’s search engine ranking. Search engines favor fresh and relevant content, so this strategy can drive more organic traffic to your site. Keeping your high-performing posts up-to-date signals to search engines that your site is active and valuable.
• Content Longevity: A “Top Posts” series ensures that your evergreen content continues to deliver value. This extends the lifespan and impact of your high-performing pieces, making sure they remain beneficial to your audience over time.

Steps to Create a “Top Posts” Series

• Identify High-Performing Content: Use analytics tools to find blog posts that have garnered the most views, shares, and engagement. Select posts that are still relevant and provide significant value to your audience.
• Bundle Them Together: Create a new post or newsletter featuring these top articles. Organize the content thematically or by date, such as “Top Posts of the Year” or “Best Legal Tips.” This bundling makes it easier for readers to find and enjoy your best content in one place.
• Add Value with Summaries and Updates: Include brief summaries of each post to give readers a snapshot of the content. Update the posts with new information or insights if necessary to ensure they remain current and relevant.
• Promote Across Multiple Channels: Share your “Top Posts” series on social media platforms, email newsletters, and your website. Use eye-catching graphics and engaging headlines to draw attention and entice clicks.
• Engage with Your Audience: Encourage readers to comment on and share the series. Respond to comments and foster discussions to build community engagement. This interaction can further increase the visibility and impact of your content.

Timing and Frequency

To keep your content fresh and continuously engaging, consider creating a “Top Posts” series at different times during the year:

• Monthly: A monthly “Top Posts” roundup can keep your audience engaged and highlight your most relevant content.
• Mid-Year: Since it’s June, now is a perfect time to compile a “Top Posts” series that looks back at the first half of the year. This mid-year review can capture new readers who missed earlier posts and re-engage your regular audience.
• Annually: An annual “Top Posts” series can serve as a comprehensive recap of your best content over the past year, providing a valuable resource for your audience and a strong promotional tool for your brand.

Next Steps

1. Review Your Analytics: Start by identifying your highest-performing content using analytics tools. Look for posts with the most views, shares and engagement.
2. Plan Your Series: Decide on the format and frequency of your “Top Posts” series. Will it be monthly, bi-annual or annual? Plan out the themes or categories for each series.
3. Create and Update Content: Bundle your selected posts together, write brief summaries and update any outdated information to ensure relevance.
4. Design Engaging Graphics: Create eye-catching graphics and headers for your series to make it stand out on social media and your website.
5. Promote Across Channels: Share your “Top Posts” series on all your social media platforms, through email newsletters and on your website. Use engaging headlines to draw attention.
6. Engage with Your Audience: Encourage comments and shares, and respond to any engagement to build a community around your content.

Repackaging your top content into a “Top Posts” series is an effective way to maximize its value, boost engagement and drive more traffic to your site. By regularly curating and promoting your best work, you can keep your audience engaged, improve your SEO and ensure your content continues to deliver value over time to others (while keeping you top of mind) – which is a win-win for all!