Three common questions and answers on how and when to repurpose paid content into website and email content
We often get asked about the timing of how and when to repurpose paid content, both in an email newsletter and online. Since we discuss this topic so frequently with our clients we wanted to share with you some tips on how to reuse content that’s been published first in a paid magazine or newsletter.
We’ll also address the best timing strategy for publishing content in email vs. online, because while you certainly want your audience visiting your website, you really want them to be addicted to your email messages, where product offers are made in sponsorship of the valuable content you are distributing.
- How long should you wait before turning paid content from a magazine or newsletter into free articles on your website?
- Should you publish said repurposed content back to back? Once per week/month/year?
- When should you post an article on your website vs. in email?
How long should you wait before turning paid content from a magazine or newsletter into free content online?
The delay from paid to free varies based on the timeliness and seasonality of your content. One publisher we work with does a 12-month delay to keep seasonal references relevant. Investment publishers, on the other hand, might only hold the content for a few days to keep it fresh and relevant while giving premium subscribers first access.
If your content is evergreen, you could be conservative and set the delay at 12 months, meaning you could wait an entire year before you make your paid content free online. It’s important to note too, that the repurposed content doesn’t necessarily need to be published via email but should absolutely be optimized for organic search.
Repurposed content could result in any number of tips or articles that get posted online. The goal is to have each repurposed piece of content show up as new article pages, all optimized for SEO, with associated entries on the topic and meta pages of your site. This strategy also allows you to reserve your email content for new editorial only.
Should you publish said website articles back to back? Once per week/month/year?
We suggest setting the delay to spread the repurposed content out over the course of a month—the idea is to not let them get in the way of any new content that you may be publishing on the Home page or in your email newsletter.
When should you post an article online vs. when the email is sent?
Because each article in your email newsletter usually links to the article on your website, you must have the article posted online before the email is sent.
1 to 3 hours is the current best practice we recommend to balance the goal of keeping the email fresh and making sure its content is available online before the email is sent. On another note, since email delivery is finicky, there will be times when you have art, charts, audio or video associated with an article that you won’t want to put in the email and will need to re-route your readers to the site to view.