How To Repurpose Lengthy-Kind Content material Into Supplementary Content material

How To Repurpose Long-Form Content Into Supplementary Content

Everybody is aware of good content material must serve a objective. Whether or not it’s informative, persuasive, or awareness-focused, each phrase in your web site ought to have a clear goal it’s making an attempt to attain.

However there’s a lot extra to the content material in your web site than only a physique copy and/or a flashy video.

Each web site additionally has an unsung hero, enjoying the Kato to the principle content material’s Inexperienced Hornet, Penny to its Inspector Gadget, Groot to its Star Lord. In fact, we’re speaking in regards to the supplemental content material.

Not acquainted with the time period? Don’t fear. Many entrepreneurs aren’t.

Google’s Search Quality Raters Guidelines describe it as content material that “contributes to a very good consumer expertise on the web page, however doesn’t immediately assist the web page obtain its objective. (Supplementary Content material) is managed by site owners and is a crucial a part of the consumer expertise.”

In different phrases, it’s any content material that makes it simpler for guests to make use of your webpage. It may be navigational buttons, embedded content material, header menus, and even user-generated content.

It doesn’t have so as to add worth to your most important content material or immediately serve the web page’s objective, however it must be related.

From a pure UX standpoint, it’s fairly obvious why supplementary content material is important.

However you might not have thought of its function in supporting, selling, and including worth to your huge content material.

On this piece, we’ll take a better have a look at each huge and supplementary content material and focus on inventive methods you should use the latter to help the previous.

What Is Massive Content material, And Why Is It Worthwhile?

You don’t need to be from Texas to understand greater sizes. Not solely is it nice to get further fries together with your combo meal or unleash the facility of an enormous F250 (present gasoline costs however), however in advertising and marketing, greater is often higher.

You most likely already find out about big data and the way you should use improved know-how to focus on with excessive precision. However are you acquainted with huge content material?

There’s loads of dialogue about what’s and isn’t huge content material, however for our functions, we’re going to outline it as a content material format that requires extra effort and time to supply than atypical content material.

For our functions, we are going to use it for long-form (over 2,000 phrases) weblog posts.

In case you’ve been within the running a blog enterprise for some time, you’ve most likely observed this quantity climbing steadily upwards.

Between 2011 and 2015, most blogs have been between 991 and 1,111 phrases per publish. By 2019, that had climbed to 1,231-1,351 phrases.

Wix’s 2022 study supplied a extra complete vary between 1,500 and a couple of,500, with the candy spot touchdown at 2,450.

And, after all, huge content material isn’t restricted to only weblog posts; it additionally is available in whitepapers, ebooks, case research, complete guides, and extra.

So, we aren’t limiting the definition of long-form content material to blogs. As an alternative, it’s the instance we’ll discover on this publish as a result of:

  • Recent content material is a confirmed technique to drive visitors to your web site.
  • 90% of entrepreneurs used articles and weblog posts of their content material advertising and marketing technique.

In terms of long-form content material, running a blog is the place it’s at.

So Why Use Massive Content material Items?

Aligning your content material calendar round huge content material items provides your content material advertising and marketing a campaign-based construction.

It allows you to focus your efforts and sources on one space, maximizing the worth of every piece.

The huge worth in correctly executed huge content material makes it the best basis on which you’ll layer supplemental content material for essentially the most important ROI.

Capitalize on this chance to outperform opponents. You’re not simply competing towards different companies like yours for eyes and a focus within the SERPs, although.

You must outperform each kind of writer – bloggers, information retailers, social content material, and extra – in SERPs dominated by product listings, movies, and different multimedia content material.

In keeping with Orbit Media, the common weblog publish in 2021 was 1,416 words, a 75% improve from 2014.

You may see within the chart beneath that weblog posts have been trending in the direction of long-form during the last couple of years.

Changes in blog post length over timeScreenshot from orbitmedia.com, July 2022

So let’s be clear: The bar is excessive. Content material must be longer than ever to carry out optimally.

Now let’s see what all of this seems to be like in motion and the way you should use supplemental content material to create extra substantial and extra productive content material campaigns of your individual.

Embedded Content material Enhances Your BIG Content material Object

Supplemental content material items enrich your most important content material object (the long-form weblog publish) however are additionally optimizable and might be shareable.

Heaps have a look at a couple of sorts that add to the massive piece but in addition have worth on their very own.

Mini Graphics & Picture Playing cards

Embedded images assist break up the dense textual content, visually inform your story, and are additionally useful in search engine marketing.

For supplemental content material, you must transcend static photographs or inventory pictures to mini graphics or different storytelling aids with as a lot utility as visible attraction.

Take this picture, for instance:

How To Repurpose Long-Form Content Into Supplementary ContentScreenshot from searchenginejournal.com, July 2022

The graphic provides utility to the bigger publish, however you possibly can share this on to Fb, and it could additionally stand by itself.

Right here’s one other instance. A juice press model has created image “cards” instead format for presenting details about wholesome metropolis rankings.

The graphic adds utility to the larger post, but you could share this directly to Facebook and it would stand on its own, as well.Screenshot from press-london.com, July 2022

In each circumstances, the creator may have offered the data in text-only.

The additional effort it takes to create pictures as supplemental content material provides you a completely new shareable piece of content material to share on social media and assist broaden your weblog’s footprint within the SERPs (by way of Picture Search outcomes and pictures that Google pulls into common SERPs).

It’s pretty simple to resize these pictures for optimum show on numerous networks.

Utilizing Photoshop or Canva, you may resize your pictures for Fb (940 x 788 px), Instagram (1080 x 1080 px), Twitter (1024 x 512 px), and extra.

Don’t neglect so as to add them to your Google Enterprise Profile albums.

Try 12 Important Image Tips You Need to Know for extra on picture optimization.

Embedded Social Posts

Including posts from Instagram, Fb or Twitter is a simple manner so as to add a component of interactivity and visible curiosity to your long-form weblog content material.

Embedding your individual publish reasonably than a static picture promotes your Instagram presence to your weblog readers, as on this instance from our personal Instagram:

Or embed posts from others to offer social validation of a degree you’re making, cite them as a supply of knowledge, and so forth.

Embedded Video

YouTube is the second most-visited website, with customers spending a mean of 23.7 hours per thirty days on the platform.

You don’t want an enormous manufacturing finances to publish YouTube-worthy movies, both.

Genuine movies are inclined to resonate higher with YouTube audiences than industrial productions.

embedded videoScreenshot from seek for [exercise ball], Google, July 2022

Along with the wonderful content material they carry to your weblog, YouTube movies can dramatically enhance your visibility in search.

How else would a smaller enterprise like Runtastic (a operating coach and authorized health coach) dominate Walmart within the SERPs as within the above instance?

Calls To Motion As Supplemental Content material

Perhaps your reader is actually into the content material and desires to learn or skim to the top earlier than deciding on their subsequent step.

However possibly not.

All the time give your viewers the choice to take the subsequent logical step. Utilizing buttons reasonably than plain textual content makes your CTA an interesting aspect that helps break up the textual content.

You may even design your individual “advertisements” to run inside your content material. Consider what exterior advertisements inside weblog content material appear to be:

Ads inside your content, like the example above from here at SEJ, are a valuable commodity because they work.Screenshot from searchenginejournal.com, July 2022

Like the instance above from right here at SEJ, advertisements inside your content material are a precious commodity as a result of they work.

However when you’re operating a enterprise, you don’t need to look spammy or ship visitors to another person.

Use this house and apply the identical design rules to drive visitors to your individual content material, merchandise/companies, or presents. Use it to present guests the choice of taking that subsequent step in the event that they’re prepared.

You don’t need to spam your guests; as an alternative, use this house to supply utility and added worth.

Complementary Content material That Helps Your Massive Content material

That is the content material that seems elsewhere on the web page. Assume by way of the general consumer expertise you’re providing:

  • If I just like the content material within the bigger piece, is there a transparent subsequent step I can take with out having to search for it?
  • Does the whole lot on this web page help me in my journey of constructing a choice and taking motion?
  • Does all web page content material converse on to my wants?

What’s In Your Sidebar?

On the desktop, your sidebar is a precious piece of actual property. Are you utilizing it to help customers in taking their subsequent steps?

Use your sidebar to characteristic a lead technology piece that may assist the reader entry extra in-depth info, whilst they self-identify you as a sure kind of purchaser.

How To Repurpose Long-Form Content Into Supplementary ContentScreenshot from searchenginejournal.com, July 2022

Something you set within the sidebar seems on each weblog web page, so make it good. There are the fundamentals you don’t need to overlook: search performance, RSS feed subscription, and hyperlinks to your social media accounts.

Then think about a couple of different clever methods to utilize this house:

  • A (very) quick tagline or one other crucial model message.
  • For ecommerce websites, key conversion parts like your delivery choices or product assure.
  • Featured content material: your hottest or highest changing items.
  • Any lead technology presents (a free trial, demo, and so forth.).
  • Upcoming webinars or different occasions that give customers an opportunity to work together.

(Sidebar content material would possibly seem beneath your bigger content material piece for cell customers. That is why the embedded calls to motion we checked out above are extra necessary than ever.)


The misuse and abuse of pop-ups has given them a little bit of a nasty rap, however that shouldn’t hold you from utilizing them to complement your greatest content material.

How To Repurpose Long-Form Content Into Supplementary ContentScreenshot from searchenginejournal.com, July 2022

Once more, it’s all about including worth in your viewers and utilizing supplemental content material to assist them in discovery, decision-making, and taking the subsequent steps.

Making It All Work Collectively

The purpose we’ve been making an attempt to make must be clear by now. I imply, it’s within the title: supplemental, that means “offered along with what’s already current or accessible to finish or improve it.”

In different phrases, your supplemental content material ought to work hand-in-hand together with your most important content material, with each bit comparable to a selected want and pushing the client one other step ahead within the gross sales and advertising and marketing funnel.

In fact, because of this we instructed you employ a campaign-based construction manner again in starting.

By planning forward and having a shared imaginative and prescient of what you need to accomplish, you may create items that complement one another, as an alternative of making an attempt to create a cohesive narrative round a bunch of disparate items.

Along with shifting your guests alongside the client journey and protecting the whole lot centered in your objectives and permits you to lengthen the lifespan of your huge content material items, generally by months.

By including utility and interactivity to your most important content material, supplemental content material helps you attraction to various kinds of guests with out muddying the waters of what you need the piece to perform.

Wherever that content material seems in your web site, you’re looking on the huge image: How every aspect that consumer sees and interacts with helps their objectives and your enterprise objectives in consequence.

On this manner, you would possibly lengthen the lifetime of a single idea – one massive content material object – by months.

You’ll considerably enhance its efficacy, and most significantly, you’ll have content material tailor-made to attraction to various kinds of customers of their discovery, consideration, and conversion decision-making moments.

Questions? Hearth away or share your individual content material planning suggestions within the feedback.

Improve the facility of your most important content material by leveraging supplemental content material so as to add interactivity, help the client journey, and drive motion.

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Featured Picture: ViDI Studio/Shutterstock

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