While looking at your website stats, you discover two or three top performing pieces of content that appeal to individuals within your buyer’s journey. Congratulations! Great content is your foundation; you use effective writing to appeal to individuals who could purchase your product.
How do you build upon that foundation to attract more visitors and move those individuals through the buyer’s journey? One way is through repurposing content by republishing it on various reputable sites. HubSpot’s content marketing training dictates eight best practices for republishing content, we use this as a guide for republishing our own content and recommend it for clients as they follow the inbound methodology.
- Use tags.
When republishing content, make sure the source utilizes a canonical tag. A canonical tag tells a search engine that it’s republished content or a copy of the original.
In addition to the canonical tag, have the source “NoIndex” its copy of the article. Utilizing “NoIndex” avoids duplicate content issues and tells search engines not to rank this content. Don’t worry though; it won’t impact your rankings or the inbound link values.
Be sure to include a link to the original article at the top or the bottom of the republished content. You should also add internal links throughout the article to encourage the reader to learn more about a service or product you offer.
- Update headlines.
When republishing content, be sure to update the headline too. Each republished article of content needs a different headline. This can mean simply changing one word, which helps each article stand out, especially in various online searches.
Don’t republish too early; wait at least two weeks before publishing your content on another site.
- Use a reputable site.
Websites like LinkedIn and Inbound.org allow you to control the messaging, while sites like Business2Community and Business Insider are reputable sites to republish your content. There are a number of others to pick from as well. Choosing a reputable site helps with your company’s overall search engine rankings.
- Ensure fit.
When picking a reputable site to repurpose your content, make sure your content fits with other content on the site. You don’t want to publish a restaurant-related article on a site that only publishes direct-selling articles.
- Remember a call to action.
Don’t forget to add a relevant call to action in your article. What is it that you want the reader to do?
Creating content takes effort, money and time, which is why you should republish your content if you have a piece that is more popular than others. It adds value to your audience and helps you rank higher on search engines. Learn more about inbound marketing with Axia Public Relations’ e-book Inbound Marketing: Your Guide to Increasing Online Traffic, Attracting Leads and Converting Customers Effectively or sign up for a demo of HubSpot to see how we can assist you in creating and repurposing your content.
Marjorie Comer is an award-winning PR professional. She graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Marjorie has worked for Axia Public Relations since October 2011. Follow her on Twitter @Marjorie_Comer. Learn more about Marjorie Comer.
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