Publishers like New York Magazine and Business Insider are finding out what Mequoda Members have known for a while: Updating and repackaging content is a strong strategy.
Digiday cites New York‘s posting on Facebook of a 9-month-old feature story earlier this week. It gained more than 75,000 unique views and became the magazine’s second-most popular article on Monday. Business Insider, meanwhile, has recently bumped old stories to its homepage with great success.
The value of content from digital publishers can depreciate quickly in the age of the 24-hour news cycle, Ricardo Bilton writes, so magazines are striving to maintain a new kind of evergreen content. Indeed, the only problem that arises is when readers feel mislead or confused by the recycled material. Sites like the BBC note whether pieces are older than a month.
“History repeats itself,” consultant Phillip Smith told Digiday. “So what’s old will be new again, inevitably, and it seems wasteful to not be thinking about new ways to re-purpose and re-surface old content.”
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