Content Recycling for Your Healthcare Business

October 27, 2023

As a healthcare practitioner, your time is precious. If you’re not working with your clients, you want to be with your loved ones or enjoying hobbies that recharge you. Thankfully, creating content isn’t something that has to take up much of your time (and if it is, The Health Writers might be able to help!).

That’s particularly the case when you consider the role content recycling can play in your business strategy.

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What is Content Recycling?

Also referred to as content repurposing, content recycling involves taking your existing content and transforming it into a new format. You might reuse all of the existing materials in a piece of content when you repurpose them, or just use a portion of it.

Why Recycle Content?

Content recycling will save you time and energy. You already know what among your existing content performs best, whether on social media, a blog, or in a lead magnet. When you know what performs well, then you can start repurposing those knowing that those repurposed pieces of content will also be well-liked by your audience.

It takes far less time to do this than to always have to think of completely new pieces of content to create! It’s all about scaling, and every healthcare practitioner understands how important scaling is in all aspects of their business.

Is it OK to Recycle Content?

Some people think that recycling or repurposing content will be seen as redundant by their audience. But think of it this way: different pieces of content will speak to different people. You might have a fantastic blog on the paleo diet, but some of your audience may prefer listening to a podcast that talks about the benefits of the paleo diet, or Instagram posts that give them easy paleo recipes.

You’re still giving your clients value when you repurpose content. When you inject new life into content and change its format and structure, you’re offering new information.

That’s not to say you shouldn’t consider the timeline of repurposing content. For example, if you have an infographic on the benefits of massage that you’re using as an Instagram post, you may want to hold off on a blog that has overlapping material for a month or two, when it’s no longer at the top of your Instagram feed.

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Content Recycling and SEO

Did you know that recycling content can give you an SEO boost? It’s true! Having multiple pieces of content with the same, or similar, related keywords sends a signal to search engines that you’re an authority on those topics. These multiple pieces of content in different forms provide value to your users, and in the end, SEO is all about giving users what they’re looking for.

Examples of Recycled Content

If you’re looking for examples of how to recycle your content, there are plenty. This list gives a few great ideas. Some involve taking content in its full format and transferring it, while others use the idea of taking pieces of content and reusing them elsewhere.

  • Updating a blog post with new information, then sharing the blog on your social media channels
  • Taking quotes from testimonials and turning them into quote graphics that you can share on your social channels
  • Putting your podcast recordings on YouTube
  • Taking a social media reel and uploading it to your YouTube channel
  • Using video clips from your webinar to share on social media
  • Using an infographic and breaking it up into social media posts
  • Combining information from multiple, related blogs to create a new lead magnet/free download
  • Combining multiple blogs to make an e-book about related, relevant topics
  • Cutting clips out of your podcast to share on social media channels
  • Using quotes from your podcast as quote graphics on social media

Think of each piece of content you make as a cookie. It’s great on its own, but the crumbs can be equally delicious. Each “crumb” from your content cookie can be parceled off to another type of post. Or combine a few crumbs from one piece to make a completely new form of content!

The Step-By-Step Way to Recycle Content

Don’t waste time repurposing content that might not perform well. There is a stepwise process you can use to understand how to recycle content. 

  • 1

    Create evergreen content.

    If it’s not tied to a certain period of time, then your content will always be relevant. (Hopefully, you already have some evergreen content out there, but if not, don’t worry!)

  • 2

    Determine which of your topics performs best.

    You’ll notice that certain pieces of content seem to resonate with others, while others don’t get as much traction.

  • 3

    Map it out.

    Take all the best-performing pieces of copy you have and determine how they can be divided up or transformed into other formats. 

  • 4

    Divide and conquer.

    Start sharing your recycled forms of content and watch your stats rise!

Updating Older Content

Updating older pieces of content is a simple way to recycle content without using much of your time. For example, you may have a blog post about a type of supplement you recommend for certain people. Over time, you may discover other supplements that work equally well, or move to using a different brand of supplements. Update your blog post with that new information, and it will signal to search engines that you’re providing more value to viewers.

Let Us Know If You Need Help!

If content recycling has you feeling a little overwhelmed, or you know you just don’t have time for it, we can help. We’ll audit your existing content and let you know what can be repurposed, or we can help you create some great pieces of evergreen content that can be recycled for years to come!