How To Repurpose Lengthy-Type Content material Into Supplementary Content material
14 mins read

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

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 objective it’s attempting 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, taking part in the Kato to the principle content material’s Inexperienced Hornet, Penny to its Inspector Gadget, Groot to its Star Lord. After all, we’re speaking concerning the supplemental content material.

Not accustomed to the time period? Don’t fear. Many entrepreneurs aren’t.

Google’s Search High quality Raters Pointers describe it as content material that “contributes to a great consumer expertise on the web page, however doesn’t straight 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 material.

It doesn’t have so as to add worth to your most important content material or straight serve the web page’s objective, but it surely needs to be related.

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

However it’s possible you’ll not have thought-about its position in supporting, selling, and including worth to your massive content material.

On this piece, we’ll take a better have a look at each massive and supplementary content material and talk about artistic methods you need to use the latter to assist the previous.

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

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

You most likely already learn about massive knowledge and the way you need to use improved know-how to focus on with excessive precision. However are you accustomed to massive content material?

There’s a whole lot of dialogue about what’s and isn’t massive 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 extraordinary content material.

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

When 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 had been between 991 and 1,111 phrases per put up. By 2019, that had climbed to 1,231-1,351 phrases.

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

And, after all, massive 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 put up as a result of:

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

With regards to 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 massive content material items provides your content material advertising and marketing a campaign-based construction.

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

The huge worth in correctly executed massive 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 in opposition to different companies like yours for eyes and a spotlight within the SERPs, although.

It is advisable to outperform each sort 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 put up in 2021 was 1,416 phrases, a 75% enhance from 2014.

You’ll be able to see within the chart beneath that weblog posts have been trending in direction of long-form over the past couple of years.

Changes in blog post length over timeScreenshot from, 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 appears to be like like in motion and the way you need to use supplemental content material to create extra substantial and extra productive content material campaigns of your personal.

Embedded Content material Enhances Your BIG Content material Object

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

Heaps have a look at just a few varieties that add to the large piece but in addition have worth on their very own.

Mini Graphics & Picture Playing cards

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

For supplemental content material, you should transcend static images or inventory photographs 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, July 2022

The graphic provides utility to the bigger put up, however you might share this on to Fb, and it will additionally stand by itself.

Right here’s one other instance. A juice press model has created picture “playing cards” in its place 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, July 2022

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

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

It’s pretty straightforward to resize these photographs for optimum show on numerous networks.

Utilizing Photoshop or Canva, you’ll be able to resize your photographs for Fb (940 x 788 px), Instagram (1080 x 1080 px), Twitter (1024 x 512 px), and extra.

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

Take a look at 12 Essential Picture Ideas You Must Know for extra on picture optimization.

Embedded Social Posts

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

Embedding your personal put up fairly 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 supply social validation of a degree you’re making, cite them as a supply of data, and so on.

Embedded Video

YouTube is the second most-visited web site, with customers spending a mean of 23.7 hours monthly on the platform.

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

Genuine movies are likely 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 licensed 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 needs 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 following logical step. Utilizing buttons fairly than plain textual content makes your CTA an interesting component that helps break up the textual content.

You’ll be able to even design your personal “advertisements” to run inside your content material. Consider what exterior advertisements inside weblog content material seem like:

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

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

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

Use this house and apply the identical design rules to drive site visitors to your personal content material, merchandise/providers, or gives. Use it to provide guests the choice of taking that subsequent step in the event that they’re prepared.

You don’t wish to spam your guests; as a substitute, 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. Suppose 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 every little thing on this web page assist me in my journey of constructing a call and taking motion?
  • Does all web page content material communicate on to my wants?

What’s In Your Sidebar?

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

Use your sidebar to characteristic a lead era piece that can assist the reader entry extra in-depth info, at the same time as they self-identify you as a sure sort of purchaser.

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

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

Then think about just a few different clever methods to utilize this house:

  • A (very) quick tagline or one other vital 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 era gives (a free trial, demo, and so on.).
  • Upcoming webinars or different occasions that give customers an opportunity to work together.

(Sidebar content material may seem beneath your bigger content material piece for cellular customers. Because of this the embedded calls to motion we checked out above are extra essential than ever.)


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

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

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

Making It All Work Collectively

The purpose we’ve been attempting to make needs to be clear by now. I imply, it’s within the identify: supplemental, that means “offered along with what’s already current or out there to finish or improve it.”

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

After all, this is the reason we prompt you employ a campaign-based construction approach again in starting.

By planning forward and having a shared imaginative and prescient of what you wish to accomplish, you’ll be able to create items that complement one another, as a substitute of attempting to create a cohesive narrative round a bunch of disparate items.

Along with transferring your guests alongside the shopper journey and retaining every little thing targeted in your targets and means that you can prolong the lifespan of your massive 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 massive image: How every component that consumer sees and interacts with helps their targets and what you are promoting targets consequently.

On this approach, you may prolong 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 personal content material planning ideas within the feedback.

Improve the ability of your most important content material by leveraging supplemental content material so as to add interactivity, assist the shopper journey, and drive motion.

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Featured Picture: ViDI Studio/Shutterstock

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