5 Ways Repurposed Content Helps Audience Growth

We live in the age of content. But the new media landscape is deeply saturated, which is leading to a decline in social reach across the board. This, in turn, has created the difficult challenge of standing out in the crowd.


Still, the goal is the same as it's always been: Get your content not just to its maximum audience, but the right target audience. Oh, and make sure it's engaging on social and peaks traffic more than once a day. It's quite the task for content creation teams who have a lot on their plate already.

As the saturation showdown continues, the power of repurposing content isn't just as go-to filler for your content calendar — it's actually preferred and brings incredible benefits. Repurposing content can mean remixing your own media. For example, changing a video into an infographic, a photo series into a long-form article, and so on.

Repurposing your content is always a smart idea, but you can also remix content from others. Not only does it help your engagement, but it shifts the conversation from only talking about yourself. In fact, the static company blog is now the Achilles' heel of marketing efforts, and a death sentence to your social reach and credibility. But we don't mean stealing other people's popular posts, but rather remixing that content and making it your own.

You see this in the feeds all the time and probably don't notice:

So instead of heading to the social engagement graveyard, start taking advantage of remixed content. Here are five ways it can help you:

1. It's How You Build a Business

Repurposed content is so powerful that it's now what kicks off the lifecycle of a new media startup. Monetization machines start out using about 90% curated pieces when they launch. It's how we helped launch The Dodo, which is now one of the most popular new media companies in history. The Dodo built its brand and social presence by remixing pet and animal stories and videos, and posting them on their own platform. They're now one of the biggest new media companies to date.

Over time, repurposing kings like The Dodo will typically move from the 90/10 format to a 50% repurposed content and 50% owned media model. Once the property grows and becomes more robust, the content pendulum can fully swing around to a 10% curated and 90% original content arrangement. But by that time, the company is typically already receiving the right social traction to expand their own portfolio.

2. It Expands Social Awareness

It's true — frequently leveraging repurposed content helps social reach. The name of the game is quality content, right? So the more quality content you post, the greater your social reach will be.

If you remix content that aligns with your brand's goals and represents what you're aspiring to, it only reaffirms that you're a pillar of knowledge on a certain topic. For example, The Dodo posted a lot of cute cat videos that were repurposed. So over time — when you saw the exact, cute cat video you needed to cheer up your Monday — you weren't surprised that the content was from The Dodo. It's name recgonition at its finest--kind of like a digital campaign sign.

3. It Helps Your SEO

Its effect on SEO is probably the biggest fear surrounding repurposing content. That somehow duplicated content will not bode well in the eyes of the almighty, mysterious algorithm that determines a page's rank on Google. It's actually the opposite. Google takes into account relevancy of a topic for any search phrase you're trying to win. So if you're trying to get to page one for the search phrase "cute cat videos" (sorry — we can't stop using this example!), and your brand or new media company is sharing well-performing cat video content, it only helps your case for relevancy.

It's true!

4. It Diversifies Your Content

Is there anything worse than when you stumble across a brand's social channel and find that it might as well be an RSS Feed of their own stale content, always in the same format? Not only is this strategy circa 2003, it isn't favored on social at all. To get engagement, your content has to be dynamic, different, and live across all feeds.

For example, your content shouldn't just be all videos or photos. Repurposing content makes it easy to mix up mediums and learn more about what your audience actually responds to.

5. It Gives Content a Second Chance

Content doesn't always die at the end of a newscycle — not even your own. If you have a piece of evergreen content that's previously gone viral on social, repurpose it and let it live again! Remix the post's copy, format, and/or lead media to give it a second chance in the feed.

The same rule applies to repurposed content you've leveraged from others. If something did well on social, it likely will again. So extend the reach as much as possible. On the flip side, if there's a post that didn't perform particularly well for you, remix it and post it at a different time to see if the engagement changes.

Make It Part of Your Workflow

RebelMouse has a lot of tools to help you repurpose content from right within our Entry Editor. You can easily search for content on social platforms and embed it right into your post. It's how we've made social + content become BFFs.

If you're still lost, we're also a creative agency that offers content strategy services to make sure you're always growing. Join RebelMouse to get started. We make it easy.

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RebelMouse Outperforms Every Other CMS. Here’s the Data to Prove It.

Our Core Web Vitals drastically outpace every competitor, and we have the receipts

In an effort to build user retention and increase conversions, publishers are making a common mistake. They're adding more features to their websites, including ad placements, but losing sight of the main revenue driver: user experience.

The key to unlocking user retention lies completely in site performance. Currently, publishers are trying to build optimized websites that translate easily across devices and platforms, but fail to deliver an experience that checks all their boxes and prioritizes their readers. It takes less than a second of delayed load time to turn away a user. This is why Google has made page speed a top ranking factor on search, and shepherded the entire open web's newfound prioritization on site performance.

Game Changer: Google's Core Web Vitals Announcement

Google cemented its seriousness about page experience with the announcement of its Core Web Vitals measurements in Google Search Console. Core Web Vitals are three specific metrics that Google uses to determine a site's overall usability. While these data points will evolve over time, the 2020 version of vitals consists of three specific metrics:

Largest Contentful Paint (LCP): A website's LCP is the time it takes to load the main content on a page. Google wants LCP to happen within 2.5 seconds of when a page first starts loading.

First Input Delay (FID): This metric quantifies a user's experience when trying to interact with unresponsive pages. This usually occurs between First Meaningful Paint (FMP) and Time to Interactive (TTI) (more on what these two mean below). You want your FID score to be low to prove the usability of your site. According to Google, pages should haven an FID of less than 100 milliseconds.

Cumulative Layout Shift Score (CLS): CLS determines how often your users experience unexpected layout shifts or changes on a page. To ensure visual stability, you want your CLS score to be low. Google wants pages to maintain a CLS score of less than 0.1.

From Google.

Google says Core Web Vitals scores will be considered across every page, and will be a ranking factor in its Top Stories feature. While relevant quality content will always be the most important, the page experience ranking is now a make-or-break metric for your site's survival.

"A good page experience doesn't override having great, relevant content. However, in cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search." —From Google's page experience announcement, May 2020

Core Web Vitals will determine every site's performance score. You can see your site's Core Web Vitals specifically via Google Search Console, but your website's overall page performance is measured using Google's PageSpeed Insights and Lighthouse tools.

At RebelMouse, we guarantee a performance score of 90 or higher via PageSpeed Insights. To do this, we've built out a platform infrastructure that exceeds industry standards on Google's key metrics, particularly its Core Web Vitals, outperforming most industry leaders.

You can read more about how we've mastered Google's KPIs here. But the truth is in the data. Below is table that provides a snapshot into how RebelMouse-powered sites score:

And here's what the scores look like for some of the biggest sites on the open web:

As you can see, there's a lot of data Google takes into account even outside of Core Web Vitals. Here's a quick summary of the other important metrics that Google trusts to measure page performance:

First Contentful Paint (FCP): This metric measures the time from click to the time when a user's browser renders the first bit of content from the Document Object Model (DOM), which is your site's HTML structure. According to Google, this is an important milestone for your readers because it provides signals that your page is loading.

First Meaningful Paint (FMP): This is the amount of time it takes the most important content, what Google calls "hero elements," to load on site. Hero elements are different for every site, but should be intuitive based on your content. This metric helps determine your site's usability.

Time to Interactive (TTI): This is the most important metric to keep an eye on. This is when the site is fully rendered and ready for user action. This is a critical point when slow load time can occur, usually because JavaScript or other complex content hasn't fully rendered. So, in short, think of TTI as how long it takes for your site to load in its entirety.

Total Blocking Time (TBT): TBT measures a page's load responsiveness to quantify how long a page is non-interactive prior to becoming interactive. You want your site to have a low TBT to maintain its usability.

Speed Index (SI): SI is the measurement of how quickly the contents of a page are populated. You want your speed index score to be as low as possible.

Creating quality content is only half the battle in 2020, and publishers are already burdened with the around-the-clock task of creating content that resonates. This is why quality content must be supported by modern technology that can keep up with the speed of the web. RebelMouse provides publishers with a CMS that supports the new content lifecycle with an editorial suite designed for reach on site, search, and social.

Click here to read more about our modern approach to web performance. If you want to make performance a priority, request a proposal today. We can easily transform your site into one of the fastest on the web, giving you increased user retention and better conversion rates than ever before.

A Modern Story of Web Performance From RebelMouse Founder + CEO Andrea Breanna

If I had more time, this website would have loaded faster

In the first months of 2020, we've focused at RebelMouse on page speed and performance. We worked very hard and found ways to take 90% of the sites we power to 90+ performance scores via Google's PageSpeed Insights tool — even with sites that are loaded with ads, embeds, third-party analytics, and other typical slow-loading elements. You can read more about our victories here.

A few months after we started this process, COVID-19 hit the world very hard. Suddenly, every media company was faced with a huge problem: Advertising fell off a cliff in what seemed like seconds. The only way to survive this unprecedented downturn is to grow traffic and control costs at the same time. So we started to shave our code and made our websites faster. We dropped costs just as dramatically as we were increasing scores.

Here are some surprises we found when doing this: If you want truly exceptional performance, none of the JavaScript and CSS frameworks that developers love so much make the cut. We thought the React version of RebelMouse was going to be the huge page speed breakthrough, until we realized the only way to achieve this goal was to write the code carefully and refactor it endlessly until it was as short as possible. As any author will tell you, like editing a book or a blog post, the revision process is never really done. By stepping away from frameworks, and methodically shaving vanilla code, our customers continue to see major improvements in performance.

As we announced this to our site network and rolled it out publicly, many of our clients asked me personally, "How did you do it?" The answer is easy to understand regardless of how technical you may be. It's perfectly summarized in this wonderful quote attributed to Mark Twain:

"If I had more time, I would have written a shorter letter."
—Blaise Pascal, 1657 (and later, more famously Mark Twain)

The universe is sometimes very beautiful, and especially when you keep it simple. If you would like to start publishing on a site optimized for both speed and sustainability, request a proposal and let's start working together.

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