If you want your website to be found online, you need to create valuable content consistently. Because the digital world is always refreshing, changing and growing, if you’re only posting one piece of content here and there, you’re going to struggle to stand out from the crowd. If you want to be a true contender, you need various branches of content attracting new visitors.

But coming up with new content ideas can be a struggle. When you’re blogging a few times a week, creating informational videos, hosting webinars and designing infographics, it can seem like you just don’t have enough information to talk about. But you don’t need to post an entirely new idea each and every time.

By repurposing content you’ve already uploaded, you can use research you’ve already done to create a new blog post, article, webinar or infographic. This can save you time while also allowing you to introduce new information to your website, giving you an opportunity to cut through the noise of other information available online.

But developing a repurposing strategy isn’t as simple as reposting old content again and again. Because you want to bring new value to the topic, you must take a fresh approach to the content you’ve already created. If you’re simply reformatting an old post and hoping no one notices, you’re likely to push your readers away because they’ll assume you have nothing new to share.

To Repurpose content you’ve already created in an effective and appropriate way, here are seven rules to consider.

1. Find the Best Content to Repurpose

Not all content should be repurposed. If you created a post that didn’t get many hits the first time around, it probably won’t do better if you repurpose it in a new way. Instead, repurpose content that has performed well in the past. This ensures your Audience will connect with the new content as well.

When you choose your content to repurpose, you want it to be a topic that will be relevant for the foreseeable future. Repurposing evergreen content guarantees your readers will still be interested in the new post, article, webinar or e-book months down the road.

The best content to repurpose will be both high quality and evergreen. When looking for what content to repurpose, you should be looking for pieces your audience has already connected with over an extended period of time. A blog post from months ago that continues to get a lot of hits is a great piece to repurpose.

2. Update the Content with New Information

Many industries change quickly. Depending on what your original post is about, there may new advancements or information you want to include in the repurposed piece. While you don’t need to do as much research as you would if you were creating an entirely new piece of content, you should still research to double check everything is accurate.

If there is enough information, create an entirely new piece around just those details. If there aren’t so many changes that those updates can be the focus of your piece, be sure to include the new information in the repurposed content.

Because you want your content to be as evergreen as possible, leave out details that are too specific to the time you’re creating it. If you know a statistic or law is likely to change soon, don’t include dated information in your new piece unless it’s absolutely necessary. This can save you an edit in the future.

3. Present the Content in a New Way

For your repurposed content to have the most success, approach it in a completely different way. Instead of taking one blog post and creating a new blog post, consider some of the other ways the information may be presented. Short videos, webinars or infographics are great ways to repurpose old content.

You don’t need to stop at just one new approach to the topic. If you think a popular blog post would make a great infographic and a great webinar, create both. As long as each piece of content feels fresh, there are no limits to how many times you can repurpose a piece of content.

Just be careful not to overuse a topic. If you’re not providing value to each new piece you create, you’re wasting your time and your audience’s time. Make sure there is a reason behind each new piece.

4. Make It Mobile-Friendly

The number of Mobile users are growing. As smartphones become increasingly popular and people swap out computers for tablets, the user on the go is becoming a major source of online traffic. If your content isn’t mobile friendly, you are missing a major part of your target audience.

Mobile friendly content involves more than just a fully responsive web page. Because mobile devices have smaller screens, you may also need to create content that is easier to consume on a smaller device. Shorter paragraphs, more infographics and other easy to skim pieces are great for mobile users.

Consider whether a topic is difficult to view on a mobile device and what you can do to repurpose that piece to cater to the mobile user. After posting a piece of content, jump on a mobile device to see what the piece looks like and if any changes need to be made.

5. Repost to Social Media

When you repurpose an old piece of content, promote it like it is a different piece. Promoting it on social media is one of the best ways to let your audience know there is a new piece of content available.

To attract more attention, connect it to the original piece that you had repurposed. By letting your audience know you now have videos based on a blog post they loved or a follow-up post to a popular piece of content, you may get more excited readers to see what you’ll post next.

You can create a social media schedule that posts old links to past pieces of content. This will allow your audience to connect with older pieces of content without you needing to create an entirely new post. Continuously doing this will prevent posts from dying away.

6. Turn It Into an E-book

If you’ve repurposed a piece of content again and again and you’re still getting a lot of hits, consider creating something larger. An e-book takes some time to create, but it can be an extremely valuable asset for your company to have.

To create your e-book, consider all the pieces of content you’ve created around this particular topic. Because you want your e-book to be a complete guide, don’t limit yourself to pulling content from just one or two blog posts. Be sure you’re including only valuable information.

Either sell your e-book as a product or use it as an opt-in to get subscribers to your email list. If you’re going to sell it as a product, include additional resource and information, including images, work pages or other pieces that make it worth the price.

7. Post on Other Platforms and Pages

When you repurpose content, you don’t need to be the only host of that content. If you had a post or article that performed well on your own site, then there is a strong chance it will perform well on other sites as well. If a guest post takes off on another person’s page, it will direct traffic back to your site and improve your brand image.

Consider whether a guest post would make the most sense for your new content. If you already have connections with a site that would be willing to accept your post, it can be one of the quickest ways to repurpose content and attract new customers or clients.

If you’re going to go down the guest post path, don’t feel like you’re limited to just one website. You can post on many different platforms with the same topic – just approach each piece differently. You won’t be able to post the exact same piece on various sites. Also, be sure you’re reading and complying with the guidelines of the site you’re hoping to post on.

Getting new eyes to your website is one of the biggest struggles of online marketing. No matter how big your brand is, you always need to post new information to keep your visitors coming back. When you’re running low on content ideas, this can be extremely difficult.

Repurposing content can be a real lifesaver when it comes to creating your content strategy — but only if you do it the right way. With these seven tips, you can bring new audience members to your site and give old audience members a reason to return.