Content repurposing, though, can be a tricky business. If you have offline content that you yourself own, it’s fine to use. However, not all old content is fantastic, as some of it is likely not “evergreen” or is time-sensitive. If it is concerning a topic people would still be interested in, then it’s a matter of seeing if it’s something people even still search. Using free keyword tools is especially helpful for this. You don’t want to fill your site up with too much stuff that doesn’t interest today's Internet users.
Still, whether you run a business or are just running your own website, repurposing old content is definitely worth investigating. Perhaps, you had something published in hard-copy years ago. Or you have something that was once online somewhere, but it hasn’t been posted anywhere for a long time. These are great candidates for content that can be repurposed. As long as you admit that it was somewhere at some other time, and you're still you still have rights to it, you’re probably safe.
Just be careful. Some online content publishers, even if your work no longer appears on their site, still will legally retain exclusive rights for online publishing of your work. If it’s in print, though, as long as you attribute where and when it was, you should probably be fine. Still, you ask the editor or publisher know that you plan to repurpose it. They will likely only ask for a link back to the publication's or publishers website, if they still exist.
It’s amazing how many works I've found in my own collection of digital documents that had the potential to be repurposed. Some were old journal entries that I’ve polished and posted because the topic was interesting and thought-provoking. I've had old school papers that discuss topics and review certain things that still garner interest today and were never seen by anyone but my teachers! Surprisingly, a lot of my old school essays are still well-written and have needed little polishing.
Content to repurpose can be found in the oddest places! Even if it’s not a topic that will get much search engine traffic, as long as it’s interesting and something that over time will get traffic to trickle in, it’s likely worth posting. Worst case scenario, as long as you make sure your rights issues are resolved, it will get no views. It was going to gather digital dust sitting in a folder on some storage media anyway.
If you dig around a bit, you’d be surprised what might be worth putting online. You never know who might be interested in that topic and find it, and then become a life-long fan of your work! Just be sure you don’t have duplicate content online – and you’ll find content you never knew could get you found!