Of course, nothing beats creating your own original content. But there are different types of content you can republish, and different reasons as to why you might be doing so. You want to share information that is helpful and relevant, or resources that can benefit your customers and audience in future. You might be collating user experiences and photos to help launch a promotion or campaign to build your brand image, or you might have just stumbled across an interesting article you think everyone should know about.
Republishing your own content
This is more recycling than republishing. You might wonder why you would want to redo something you’ve already posted before. Just because you’ve already posted something once, doesn’t mean you can’t do it again. Certain ideas and concepts tend to recur, and you might find that something you posted a year ago has some relevance to what you need to say today. Of course, this type of content might need a bit of re-tweaking.
So how would you go about this?
Here are a few tips.
Look at your popular posts: popular posts become that way for a reason: they contain ideas that generate discussion and interest. Keep an eye out for how well your posts perform, and consider republishing them. However, if you decide to republish, change it up and make sure that you are making it relevant to the here and now.
Use the same link: if you change the title of your post and slightly modify the content, keeping the original link makes for better search optimisation. This goes for keywords as well, you should use the same ones in the original post (unless you are tagging additional keywords)
Share your social media handles: don’t hesitate to share your social media platforms somewhere on the page, or link to other content you might have posted or updated since you last published your content.
Play around with length: If your article was long, try condensing it into a dot point list, or vice versa by expanding it. This is also helpful if you are adapting your content for different audiences or social media platforms.
Republishing a customer's content
The rise of social media means more and more people are sharing their experiences online, resulting in a trove of potential content for businesses in industries such as retail or hospitality. Customer content is a relatively new form of republishing content, and can be helpful if you are trying to create a comprehensive view of user experiences to help promote your brand. This content might be anything from photos and videos, to reviews hosted on a blog, to ‘how-to’ instructions if you market products such as cosmetics.
When republishing customer content
Always ask for permission: this is as easy as leaving a comment on the original post, under the name of your brand profile, and asking if you can share the photo on your page or use it in your campaign.
Only source customer content if it is relevant to your brand: if you are asking to use content, it should serve to further promote your brand or contribute something to your brand image. It is also polite to notify the customer of where you are posting it, whether you include a link in your comment to the site where it’s being used, or if you tag or mention the profile in your post.
Republishing another brand's content
When republishing content from another brand, it is important to acknowledge it with due credit. If you intend to use their content (especially if you are using the entire article) on your site, you must first ask for permission to do so. In this case, it’s usually better to link to the article and provide your own point of view on it, rather than reposting on your site. By giving your perspective, you’re contributing to the discussion on the topic and fuelling further conversation, rather than just sharing it. Reposts also result in competition for SEO which can damage your ranking in search engine listings.