Content republishing is the republishing of content that has been slightly modified or updated. In doing so, different types of content that has already been published previously is recycled in order to increase reach on the one hand and, on the other, to increase the performance of the content and the domain. Strategic republishing can translate content into other formats and appeal to new audiences. A prerequisite is that the content is changed in a unique way. The latter expressly includes a SEO-compliant markup. Content republishing primarily comprises the curating of your own content and is distinguished from content curation. The term “content recycling” is often used.
The regular production of editorial content takes a lot of time and effort. Blogposts must appear regularly, meet the target audience’s requirements and be marketed on different channels. However, the reach of content is always tied to a channel. Not all potential recipients can be reached. Republishing of content can extend reach through a multichannel approach with little effort. However, this requires a content marketing strategy. Content planning, available formats, and the target group, therefore must come before content republishing.
Any energy already invested in the editorial plan can be used several times in content republishing. Outdated blogposts, for example, can be updated with little effort. Other forms of content can be created from a blog post, for example, by creating infographics based on the information of the published post. Efficient content republishing aims to optimize existing content to add value for readers, but the effort on the part of the provider is far less than the original content creation.
How it works
Content republishing is usually done in several steps. Each step can be accompanied by a few key questions.
- Analysis: Which content would be beneficial to republish? Which blogposts, whitepapers or infographics generated how much traffic? What do other KPIs look like, such as the length of stay, scrolling, or the number of incoming links? And: Which content is obsolete and no longer up-to-date? These and other questions are intended to identify possible content for the republication and recommend it for modification or updates in the context of the media planning.
- Relevance: Which contents appears particularly relevant for the respective target group? Which channel is suitable for republishing content? Which channel is relevant for which target group? These questions are intended to enable a strategic alignment of the content and, if the implementation is accurate, increase reach.
- Markup: Should certain content be given a canonical URL? Should the URL be changed? Which keywords should be maintained or supplemented? Which keywords have a special potential for improvements in ranking? Should links be added to the content? The reuse of content is dependent on SEO-compliant markup, regardless of whether it is your own or third-party content. In any case, duplicate content should be avoided. Meta data such as canonical tags and meta descriptions are just as useful as a transparent handling of sources and references. Since the outdated content has already been indexed, it is advisable not to change its URL. Gaps in the keyword strategy can be located to cover terms or to optimize the ranking of these terms.
- Republishing: Reuse of content, like content marketing, is dependent on the efficient marketing of content. The range and outreach can only be optimized if the content is advertised in a certain way. For example, updated blogposts can be shared again on social networks and microblogs, or integrated into a newsletter campaign. Reaching the readership along with influencers is central to the highest possible coverage of the target group.
Each type of content is associated with various options for republishing when viewed as a digital asset. For example, other content formats can be generated from a blog post:
- Blogposts & updates: The information of a blog at one point will go out of date. In some industries, such as the technology sector or marketing, the half-life of a blog post is particularly short. Particularly evergreen content should be updated regularly.
- Infographics & listicles: The information of a blog post can be presented in a different format.
- Whitepapers & E-books: More extensive formats can be created if the topic of the blogpost has enough depth. Case studies and experience reports are also possible.
- Presentations & slides: Information can usually be displayed very efficiently visually, so that recipients can consume the information more easily.
- Videos & webinars: Practical guides, how-to instructions or interviews can build on existing content, complement it, and convert it into a dynamic visual format.
- Newsletter & email campaigns: Blogposts or parts of it can be used as part of email marketing and to generate more reach and leads.
- Mailings & advertising letters: It is recommended not to communicate digitally to certain target groups. Blogposts can also be further modified into print versions.
- Audio & podcasts: Blogposts can be recorded as audio where the text is read out. Audio formats are highly recommendable in the framework of barrier-free websites.
Depending on the source format and the marketing channel, different republication formats are indicated. A distinction is made between short form and long form content. The former is suitable for social networks and microblogs, while the latter can be distributed, for example, by email marketing. It is also advisable to pay attention to the structure and markup (for example, with tags and keywords) when creating content for the first time. This facilitates republishing, since content portions can be selected and topics can be assigned more easily. In this way, content republishing is integrated into the general content marketing strategy.
Relevance to online marketing
Google and other search engines are sensitive to duplicate content. Therefore, content republishing must take certain criteria into account that are critical to success. If content is reused, it must be modified in content or format. This means that even if content is reused, unique content should be created. A data-driven approach is recommended to select content that is relevant, generates traffic, and potentially opens up a new perspective on the topic.
In content republishing, content is not just published multiple times, it is instead added to appropriately or transferred into a different format. This prevents search engines from associating the recycled content with spam, duplicate content, or copyright infringement. Factors such as relevance, value, transparency, and quality should be a core concern for content republishing to ensure that content consumers are satisfied and search engines correctly classify reused content. When content republishing is accurately executed, search engines are likely to reward this practice, since that way content will be up-to-date, have authority, and have different ways of linking.
- The Complete Guide to Updating and Republishing Outdated Blog Content blog.hubspot.com. Accessed on 05/10/2016
- Should You Let Other Sites Republish Your Content? contently.com. Accessed on 05/10/2016
- Why Google Rewards Re-Publishing - Whiteboard Friday moz.com. Accessed on 05/10/2016
- Republishing Content: The Right Way to Do it
- Content Curation, Republishing, and Theft – What Helps and Hurts Your Brand
- Should You Repost Your Blog Content on Other Websites? A Data-Driven Answer