'Inbound & Down'
Question of the Day

Published February 21, 2020

Why should you upcycle your content?

  1. Recycling used goods is the responsible thing to do.
  2. Upcycling gives your content a longer shelf life and introduces it to new audiences, while extending your personal content creation bandwidth.
  3. In order to make your content plan as effective as possible, you should only create original content one quarter of the year and use the remainder of time to reintroduce that content to your audience.

The Answer is B.

Content creation is a tough job. From brainstorming and pitching to publishing and promoting, you put a lot of effort into ensuring your content is the best it can be. And because you’re not a robot, you’re not going to be able to do this all the time, which is why you need to upcycle your content.

Upcycling simply means taking content you’ve already created, revamping it, then republishing and re-promoting it.


Revamping content can take a few different forms. Say you have an existing blog about the state of a particular industry, but it’s based on statistics from a year-old report. Once the new report is released, you can take the pre-existing blog and update it with new information—statistics, study results, etc., optimize for search, and republish the refreshed version.

Or, say you have a pillar page that already exists as a downloadable eBook. You could take the content of that eBook and turn it into a webinar.

There are numerous benefits to upcycling your content, not the least of which is extending your personal bandwidth and avoiding content creation burnout or writers’ block. Perhaps your prospects missed your content the first time you published it; upcycling is a second chance to show them what they may have overlooked initially. 

Additionally, you can extend your content’s life and increase its exposure to new audiences. Content is an extremely competitive market, where millions of new pages and blogs are published every day. When you have a feed full of useful information, but perhaps older publish dates, that content can become stale. 

By upcycling, you let Google know your content is fresh, which helps with search rankings and click-through rates.

Finally, not every form of content is going to speak to each person you’re targeting. Some people prefer to listen instead of read; which is why, if you take an existing eBook and turn it into a webinar, you’ll accommodate those prospects by reaching a whole new audience with content you've already created.

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