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 Outdated blogposts, for example, can be updated with little effort.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.
Content republishing is usually done in several steps. Each step can be accompanied by a few key questions.
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:
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.
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.