How to do content repurposing or republishing?

What does content repurposing mean?

Once you have successfully written a piece of content that fits well with your target audience, can choose to repurpose it, or reuse some of the same ideas, in a fresh piece that further nurtures the relationship. For example, if you have a highly successful blog post, you might elect to dive deeper into the material by producing a white paper that will give your audience something to more to explore. You can also repurpose content as a webinar, infographic, or video, to name a few options.


What does it mean to republish content?

Sometimes people find that a successful piece remains valuable, even a year or two after they had initially published it. They might want to draw the attention of their target audience back to this material so that it can gain some fresh eyes. This is known as republishing content. Generally, when you do this, you want to be completely upfront with your audience that you are republishing an old piece. If you have dedicated readers, they may remember it from before and wonder why they are reading the same thing twice on your page. Including a disclaimer can also encourage newer readers to dig into the rest of your archive to see what else you have created.


How do I know which content should be repurposed or republished?

Content should only be repurposed or republished if you know that it still has value for your readers. To identify the best topics to repurpose or republish, you should use a dashboard, like Brightedge, to uncover which pages received the strongest traffic and the best engagement numbers. The content that was the most useful for users in the past, if it is still relevant and helpful, is also likely to be popular now.

If you run an SEO firm and you notice that your recent posts related to local SEO are attracting a considerable amount of attention, you might consider expanding on this core idea and developing an additional blog posts around this topic. By repurposing content that has already had success, you spend less time coming up with new topics and you also lessen the risk of selecting a topic that doesn’t interest readers. You increase the chances that the additional content that you provide will optimally serve the interests of readers.

If there is a blog post that continues to provide value, but it has gotten lost in your archives and no longer attracts the attention it once did, you might choose to republish it. You can offer some basic updates to the piece if they are needed but you are largely just reintroducing the content to audiences by making it accessible.

Content can also sometimes be republished on other sites in a process known as syndication. With this marketing tactic, you publish a portion of a piece on another, more reputable site to encourage people to click through to your site. This can help increase brand reach. Although content syndication can be done well and successfully, it also has to be done carefully to let Google know that the syndication was on purpose and to avoid duplicate content penalties.

Republishing and repurposing content are two ways you can grow your brand by introducing your followers to the wealth of information you offer. It lets people take a fresh look at an older piece of value while also encouraging people to dig through and discover the insights housed in your past entries.


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