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Forbes
4 days ago
- Business
- Forbes
How To Boost SEO With Already-Published Content: 15 Repurposing Tips
getty Boosting SEO doesn't always have to mean starting from scratch with new content. Content you've already published can become a powerful means of gaining fresh visibility—if you know how to work with it. From refreshing blog posts to breaking them out into videos or social media carousels, smart repurposing helps the best ideas work harder—and reach farther—across more platforms. A strong content strategy is about meeting users where they are and speaking their language, whether it's via video, visuals or text. Here, 15 members of Forbes Agency Council share highly effective tactics for breathing new life into existing content. Check out their tips below to repurpose your best content in ways that will be rewarded by search engines. One of my favorite tricks is turning an old blog post into a short video. It keeps the message alive while reaching people who prefer different formats. To embed these videos, I recommend using a platform like Wistia for the video uploads rather than YouTube. It keeps viewers on your website instead of getting redirected to YouTube. - Jason Hennessey, Hennessey Digital My favorite trick is to identify evergreen content and update it with fresh data and examples, signaling to search engines that the content is still relevant and valuable. A key tip is to always consider the user intent for each platform when repurposing; what works as a detailed blog post might need to be a quick video or infographic elsewhere. - Datari Ladejo, Fernhill Digital Consulting You can repurpose previously published content by simply reworking its headers and structure. For example, take the same core information and transform it into a list of 'Do's' and 'Don'ts,' a tip-based roundup, a step-by-step tutorial or a listicle. - Peter Boyd, PaperStreet Web Design Adding FAQ sections to existing content is our go-to SEO repurposing strategy. We analyze customer inquiries and 'People Also Ask' results to identify genuine user questions, add concise and actionable answers, and implement proper heading tags and FAQ schema markup. This naturally incorporates long-tail keywords in a conversational format while increasing chances of appearing in featured snippets. - Meeky Hwang, Ndevr, Inc. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? My favorite trick is reworking high-performing blog posts into multiple content formats, such as social media carousels, short-form videos or infographics. This brings fresh eyes to the same topic while reinforcing keywords and internal links across platforms. Always update content with the latest stats, trends or examples. Google rewards freshness, so small updates that include strategic keyword adjustments can have a big impact. - Jennifer Friese, Protiviti I remodel old content by turning it into interactive micro-guides that answer fresh user queries. By updating keywords, visuals and internal links, I rejuvenate the material without losing its core insights. This method, known as 'pivoting,' breathes new life into proven assets and reinforces long-term authority. - Vaibhav Kakkar, Digital Web Solutions Authentic content that resonates with your audience is, and will continue to be, king—especially in the new realm of AI-generated content. That said, the content used in blog posts for SEO can have many different lives, from social media snippets and posts on your Google Business Profile to audio and video content for use on social media and websites. The combination of uses creates an 'evergreen effect.' - Terry Zelen, Zelen Communications Using Google Search Console to find content that is almost breaking into the top five results on SERPs. Then, repurpose it with small, high-impact updates like refining H1s, refreshing keywords it already ranks for and mirroring top-ranking structures. AI tip: Run it through ChatGPT, and you can have a fully optimized, repurposed asset in minutes. - Amy Packard Berry, Sparkpr If the original content was of high quality, simply recycling it is a bad idea. A good repurposing program will take content and repurpose it for a different persona or stage in the customer journey. Long white papers are bottom-of-the-funnel content, so create a short video out of one that is more suited to earlier stages in the customer journey, or re-create it with a different member of the buying committee in mind. - Mike Maynard, Napier Partnership Limited Take your top-performing blog post, feed it into AI, and turn it into a 60-second 'hot take' for social media. Then, embed that video back into the original post. It's a double win: You boost time on page and rank higher with fresh, multimedia-rich content. Repurposing isn't recycling; it's reimagining! - Curtis Priest, Pixelcarve Inc. One of my favorite tricks is transforming strong articles into resources that stay relevant long-term, like how-to guides or best practices. This helps SEO because the content keeps bringing in traffic over time. The key is to refresh the structure and add value so it stays useful and keeps converting new readers. Regular updates also improve technical SEO by keeping pages healthy. - Goran Paun, ArtVersion The No. 1 repurposing trick is to divide all of your content into chapters. That way, you can break one piece of content down into parts, mix and match chapters, or even combine it with sections from different content. You can also transcribe a video, feed the transcript into AI and turn it into a blog post, infographic or other assets. Using chapters makes repurposing content for SEO far more powerful. - Austin Irabor, NETFLY Use the month and year in your titles, as Google loves fresh and recently updated content, and most definitely put a time stamp on the content. If it's Q&A-type content, then the questions can stay the same; you just need to update the bullet points in the answers. And don't forget that Google hates duplicate content, so make sure enough of the content has actually been updated and/or modified. - Daniel Kamen, Serial Scaling Look at what's trending and match a news item or hot issue to your past content. Adding references to people and organizations in the news and key points from the media dialogue (with hyperlinks where possible) can transform your older (but still relevant) content into timely commentary, and this is an incredibly efficient use of resources. - Thomas Faust, Stanton Be careful—or you might be wasting your time. Search engines only provide SEO value where content is originally published; it will be considered duplicate content and ignored anywhere else. While there might be branding value in republishing content on other platforms, there is zero SEO benefit if it is republished verbatim. Either rewrite the content so that it is distinctly different from the original or refresh the content where it was originally published. - Michael Chagala, Rank Harvest Digital Marketing
Forbes
23-05-2025
- Business
- Forbes
How To Win The Content Strategy Game: 17 Must-Haves For Every Brand
Content drives modern brand growth, but only when it's treated as a strategic asset. To stand out, brands need more than clever headlines—they need deep audience understanding and a purposeful structure for their content. Success comes from creating content that's discoverable, shareable and tied directly to business goals. As the members of Forbes Agency Council know, building a content marketing strategy that does all of that is more challenging than ever, as AI tools, short-form video platforms and an emphasis on first-party data are changing the game fast—and simultaneously introducing innovative paths for reaching a brand's marketing goals. Below, 17 members share essential tips to help brands use content to compete, connect and convert. Understand your market deeply. Who are they? What are their pain points? What kind of content resonates with them, and how do they prefer to consume it—via articles, videos, podcasts or social posts? Understanding your audience helps shape content creation, distribution and measurement strategies while maximizing reach and impact. Without it, it's guesswork and won't perform. - Rory Holland, CSTMR Fintech Marketing & Design Agency A must-have in content marketing today is brand integration into curated lists—'Top 5 Summer Activities in X City' or 'My Travel Must-Haves with Toddlers,' for example. Done through influencers and user-generated content, it blends naturally into relevant content, boosts search visibility and reaches wider audiences by focusing on consumers' needs, not just the brand. - Aurelie Sauthier, Made in A must-have in today's content marketing strategy is a smart, intentional and strategic distribution plan. Great content is only as effective as its reach. By aligning owned, earned and paid channels—social, email, SEO, media and partnerships—brands can extend visibility, spark engagement and drive measurable, lasting business impact. - Christine Barney, rbb Communications Use your newsletter to disseminate all of your published content—articles, social media, upcoming events, blogs, tips and tricks, and more—to your customers and prospects. Keep it short and simple, with links to everything. Encourage engagement via content requests. Send it out quarterly. Make it visually interesting. - Eyal Danon, Ignite Advisory Group Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? Discipline is essential; in terms of brand voice and brand behavior, you must have a ruthless grip on why you're doing content in the first place. Content marketing is a tactic, not the goal. Don't chase a fear of missing out or publish content just to stay busy, unless you're aiming for SEO or AIO (AI optimization). Anchor content to your brand's differentiators and audience's needs. Be social, entertaining, informative, present—whatever you please—but never at the expense of your purpose. - Shanna Apitz, Hunt Adkins It's not just about pumping out content anymore. It's about saying something that actually matters to your audience. For us, content that stands out starts with clarity: What's the position we're taking, and why should our audience care? That POV becomes the filter for everything else: format, tone and distribution. Without it, even the best-looking content gets lost. - Jacquelyn LaMar Berney, VI Marketing and Branding A documented ICP is essential for most brands today, as it provides clarity around audience needs, preferences and pain points, ensuring every piece of content created aligns strategically with audience interests and leads directly to measurable engagement. Without it, you're wasting a lot of time, energy and dollars hoping for the best. - George Arabian, NVISION A central online archive for premium content is a must-have for modern brands. It serves as a single repository for all assets, articles, videos and graphics, ensuring a consistent brand voice and allowing for rapid content distribution. This system boosts team coordination, enables quick repurposing and supports an omnichannel strategy to drive sustained audience engagement. - Vaibhav Kakkar, Digital Web Solutions Short-form video is essential in today's content strategy. Platforms like TikTok, Reels and Shorts thrive on quick, punchy content that's easy to digest and shareable. You don't even need a pro setup—smartphones make it easy to create authentic, scroll-stopping content. It's one of the fastest ways to boost visibility and engagement and is a great way to build a community. - Jason Hall, FiveChannels Marketing Content mapping is essential to engaging buyers and, ultimately, driving conversions. A strong content strategy aligns your content with the buyer's journey (using your buyer's persona) to provide the right information to your audience at the right time, helping to move your prospects through the funnel—wherever they may be in that journey. - Jennifer Friese, Protiviti The creation of blog content stands as an essential practice that delivers value. Blogs simultaneously establish authority and trust while operating as a content engine. A well-written blog drives traffic and engagement, and posting consistently prompts Google to crawl your site more often. Each blog can be repurposed into social content and emails and serve as ammo for your sales team. - Jonathan Schwartz, Bullseye Strategy The use of AI tools to create AI-based content is on the rise and will continue to be in the future. With it becoming easier to make content with AI tools and without involving a person, it will become rarer for brands to put themselves or other real people front and center in their video content, and those who do will earn more trust than the majority of their AI-using counterparts by being authentic and human. - Tony Pec, Y Not You Media A must-have today is a strong focus on creating evergreen content. High-quality, timeless resources not only drive consistent organic traffic, but also build lasting authority, helping brands stay visible and relevant long after the initial push. - Boris Dzhingarov, ESBO Ltd Marketers must structure their content in a way that's easy for AI bots to access and pull information from. That means writing clearly, using strong subheads, incorporating conversational language and keeping content updated regularly. Aligning with Google's E-E-A-T criteria helps signal credibility, relevance and recency. Brands that make these content shifts will show up for their audiences. - Starr Million Baker, INK Communications Co. As we move toward a clickless internet, leveraging AI influencers who tell a brand story is gradually becoming the new norm. These influencers might be human replicas, as seen in H&M's recent campaign with digital avatars, or fictional characters. Another portion of the content should provide brand visibility to AI agents. Adjusting your content strategy to these new realities should be the focus. - Oksana Matviichuk, OM Strategic Forecasting In some cases, content from employees can be an effective tool for both attracting clients and building the company's brand as an employer. They can talk about the processes of working on projects, the corporate culture of the company and so forth. Such content from employees is perceived as authentic and honest. - Michael Kuzminov, HypeFactory Calls to action aren't just content enhancers, they're strategic growth levers. They guide buyer behavior, drive engagement and create a direct line from interest to revenue. Without them, content loses momentum. The right CTA fuels pipelines, informs smarter decisions and demonstrates marketing's role in driving value. - Amy Packard Berry, Sparkpr
Forbes
09-05-2025
- Business
- Forbes
10 Must-Have Tools For The Best Digital Marketing Workflow
getty Digital marketing evolves at lightning speed, and staying effective means leveraging the right tools. From AI assistants to SEO analyzers and customer relationship management systems, the best marketers know what works and stick with it. These tools aren't just helpful—they keep campaigns on track, get leads converted and allow teams to move fast. Below, 10 members of Forbes Agency Council share the most essential tools they can't live without in their daily workflows. Read on to learn how these tools help them win in an increasingly competitive digital world. Perplexity with custom Spaces is my daily digital marketing essential. I've created tailored instructions that I refine regularly to stay current. It's like having a personal AI assistant that understands my workflow and provides insights, campaign tracking and content ideas in one place. This customized AI approach saves me hours of research and keeps me ahead in this fast-paced field. - Meeky Hwang, Ndevr, Inc I rely on Google Analytics daily. It cuts through opinions and shows what's actually happening—real user behavior, real conversions and real problems. Without data, marketing is just guesswork. Analytics turns campaigns from 'hope and pray' into 'test, measure, scale.' - William Polson, Australian Internet Advertising I use Semrush daily to spot ranking shifts, content gaps and competitor moves before they become problems. It gives me the kind of clarity that makes decisions feel less like guesses and more like strategy. It's the one tool that actually changed how I think about search—less like a checklist of rankings and more like eavesdropping on what people are trying to figure out. - Dmitrii Kustov, Regex SEO Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? Using HubSpot CRM daily streamlines our sales and marketing by centralizing data, automating outreach and providing real-time insights. Our sales team can track deals, prioritize leads and personalize follow-ups, while marketing can nurture prospects with automated workflows. We can drive alignment, improve efficiency and accelerate growth with a unified view of customer interactions. - Elyse Flynn Meyer, Prism Global Marketing Solutions My reminders app is the tool I leverage daily as a digital marketer. I have separate reminder categories for all parts of my workflow—leads to follow up on, proposals to do, content to edit, posts to drop, ideas to work on and more—all compartmentalized nicely within one hub. It's become a crucial part of my marketing success by ensuring I know all I need to do to effectively market. - Tony Pec, Y Not You Media Instant messaging tools remain a go-to for efficient team interaction, real-time collaboration and streamlining workflows. They also help foster a more engaging employee experience through features that support recognition, gamifying work and team dynamics. Combined with calendar integrations, they help keep everyone aligned and on schedule. - Jessica Hawthorne-Castro, Hawthorne Advertising Spreadsheets may not be sexy, but I live in them. Going all the way back to my days as the CMO of Gateway Computers, from forecasting to campaign analysis, spreadsheets give me clarity, speed and control over the numbers. I pour over the precision they provide because when you're making decisions that move fast and affect the bottom line, precision matters. - Mary Ann O'Brien, OBI Creative One tool I rely on daily is Google Search Console. It provides essential insights into keyword rankings, click-through rates and indexing issues. This helps me adapt our strategy based on real-time user behavior, optimize low-performing content and maintain technical SEO health. It's a core part of ensuring our organic performance stays aligned with search intent and business goals. - Ajay Prasad, GMR Web Team I use Ahrefs daily to monitor backlinks, track keyword performance and analyze competitors. Having real-time SEO insights allows me to spot opportunities quickly and adjust strategies before trends shift, keeping campaigns agile and data-driven. - Boris Dzhingarov, ESBO Ltd I personally use ChatGPT daily for the simple fact that I can, in essence, 'collaborate' and build on ideas whenever I need to. Our teams have taken to this as well—creating ad messaging variations, repurposing content and even analyzing data. We love to collaborate as a team; however, when time is short, ChatGPT can be an invaluable tool for ideating, expanding and improving ideas on the fly. - Bernard May, National Positions
Forbes
25-03-2025
- Business
- Forbes
20 Questions To Ensure The Quality Of AI-Generated Content
Given AI's ability to churn out content quickly, it's crucial for brands and their agency partners to ensure AI-generated content meets their quality standards. While using AI for writing can be efficient, it often requires human intervention to ensure it sounds authentic to a brand, resonates with readers and provides real value. With careful review and intentional refinement, AI can be a powerful ally in creating meaningful, engaging content. Below, members of Forbes Agency Council share key questions they recommend content writers ask before publishing any piece of AI-generated content to ensure it hits all the right notes. AI speeds the path to publication, but it's only as effective as the human mind reviewing it. Make sure it feels authentic and sounds like the person, brand or business it reflects. Tailor it so that it resonates with the audiences it is intended for. With a critical eye and a human touch, GenAI tools can be a content writer's best friend. - Mary Ann O'Brien, OBI Creative AI can generate text, but it's up to writers to ensure it provides real value, feels human and meets the reader's needs. Content should inform, engage and connect—not just exist for the sake of publishing. - Abbi Whitaker, The Abbi Agency Content writers should ask, 'If I changed the brand name in this content, would it still apply without requiring edits?' If the answer is 'yes,' the content should be reworked. Does it sound like your client's brand in tone, voice and style? Do the data points or examples apply specifically to the client's brand? If the answer is 'no,' the content should be refined to ensure alignment. - Bernard May, National Positions AI is still learning, and it is only as good as the information it's been fed, so humans need to ensure content is true to the spirit of its purpose and has enough humanity to be meaningful. Further, a real person is required to fact-check the content produced by AI, as AI is able to parrot information but isn't currently able to distinguish if that information is accurate. - Chintan Shah, KNB Communications Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? Too many times, writers publish content that doesn't align with—or even worse, contradicts—previous opinions they've shared as individuals and/or as a brand. It is fine to evolve and change your mind, but it's important to note that you changed your mind, not AI. - Vix Reitano, Agency 6B Asking if it's worth reading—and sharing—is the best way to address the user experience of your content. Considering it from the audience perspective gives you an opportunity to look beyond accuracy and branding so that you can use written content to position yourself as an expert and build loyalty. - Marc Hardgrove, The HOTH Focusing on providing unique value ensures the piece includes human insight, expertise and originality, making it more engaging, credible and useful to readers. AI should enhance content, not replace critical thinking or authenticity, helping brands maintain trust and authority in their industry. - Scott Keever, Keever SEO It's important to have a checklist of items to review before publishing an AI-generated piece, including checks for accuracy, tone, alignment with the brand and so on. The key question to ask that is often forgotten is: Has the majority of this information been published before? - Susan Thomas, 10Fold Communications One question to ask is: 'Does this align with our brand's voice, guidelines and accuracy standards and our audience's needs?' Content writers should always fact-check, refine and personalize AI-generated content before hitting 'Publish.' - David Ispiryan, Effeect AI engines can occasionally have issues with properly including links and quality sources in content, which are extremely important for SEO. Additionally, having proper keyword density in articles can sometimes be a challenge for AI engines, so this is crucial for content marketers to double-check. - William Gasner, Stack Influence Would this be embarrassing if I said it out loud? Would I proudly defend it to a national audience? Does it sound like something that anyone else in my industry could say, or is it unique to me? If it's not valuable, unique and worth standing behind, it's not worth publishing. - Curtis Priest, Pixelcarve Inc. AI has changed how we produce content, but it's not always accurate or up to date. Sometimes, AI will provide a list of closed restaurants or decade-old facts. Human review ensures credibility, relevance and expert insight, helping to maintain trust and authority in your content. - Jonathan Schwartz, Bullseye Strategy One question writers should ask is if the AI-generated content will resonate with the target audience and meet their expectations. AI can certainly generate compelling content, but it ultimately falls short when compared to human-written content. - Jordan Edelson, Appetizer Mobile LLC Would you say this? If the answer to this fundamental question is 'no' for any reason, then you should be stepping in as the 'human in the loop' and figuring out how to make it a 'yes.' Fact-checking, doing more research and adding nuance to a point of view will likely flip a generic, not useful or hallucinated piece of AI-generated content into something you'd put your name behind. - Starr Million Baker, INK Communications Co. AI-generated content often recycles overused anecdotes and generic data that won't set you apart. Including personal insights and original ideas adds a fresh perspective and makes the content authentic, which is far more relatable. It's your unique signature that turns a piece of AI-generated content into something worthy of reading. - Ayelet Noff, SlicedBrand AI often hallucinates, producing outputs that seem believable but may not reflect reality. It's essential to ensure the content aligns with what's true for regular people in the real world, as AI can create convincing but false narratives, even in legal or factual contexts. - Austin Irabor, NETFLY If you strictly want to add more keywords to a site or increase your client's digital footprint with content for the sake of having content, AI-generated pieces can be effective. However, if your goal is to create meaty, compelling content that consumers engage with on a more meaningful level, it's worth taking the time to write it yourself. - Evan Nison, NisonCo AI can churn out words, but if it reads like a robot wrote it, you've already lost. Before hitting 'Publish,' writers should check for authenticity, nuance and a real, engaging voice. If it feels stiff, generic or soulless, tweak it. Readers connect with personality, not predictability—so make sure it passes the human vibe check. - Justin Belmont, Prose Content writers need to ask themselves, 'How does this AI-generated content help to achieve my marketing goals?' All too often, AI-generated content is used because it's easy to generate, rather than because it helps move customers along their buying journey. - Mike Maynard, Napier Partnership Limited AI can generate words, but real insights make people stop and think. If content doesn't challenge assumptions, offer a unique perspective or provide genuinely useful information, it's just noise. Would this content grab your attention if you stumbled across it? If not, refine it until it sparks curiosity and delivers real value. - Dmitrii Kustov, Regex SEO
