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To repost or not to repost? 1

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Jelena Simakovic

Businesses are always searching for ways to acquire more customers and hence marketing departments work hard on increasing website traffic as it is one way of attracting potential leads. It is not only important for a business to have a well designed website, but the content produced needs to be valuable, as well as available to the target audience.

High quality, purposeful content can help build companies’ brand awareness, which is one of the most common goals of a content marketing strategy. Promoting companies’ content can be achieved through the company’s website or utilising various guest posting platforms and blogs. It is essentially a matter of deciding whether to keep or expose that content beyond your website. Additionally, the main problem the companies face is that for every publishing effort, resources and time need to be spent to produce a new piece of content. With Repost, there is the option of keeping your content close to your website and at the same time spreading it across the web, either for the purpose of building brand awareness and recognition or bringing in more traffic and revenue to your business, without paying a fee.

What is Repost?

Repost is a content syndication platform that allows for full articles to be republished (reposted), making them wholly embeddable. If you are familiar with how videos are embedded, than you will understand that reposting written content works exactly the same. The (free) registration enables you to post your website’s url address, making your content available for others to embed. You are also able to republish the articles available on Repost on your own website.

This platform offers a number of benefits, including reaching an extended audience, keeping readers engaged on your website, as well as the possibility to resell ads and boost revenue.John Pettitt, the CEO and Founder of Repost, explains reposting as the “model of people copy and pasting and stealing content” and “giving them a legitimate way to do it.”
Boost your reputation by having your content reposted, rather than being recognised as the king of reposting others’ thoughts.

Repost and SEO

What stops websites from reposting content are the penalties that come with duplicating content, such as the rank of your original content suffering. With Repost, you no longer have to worry about this. The founders of Repost have figured out a clever way of making reposting legitimate. When the content is embedded on someone else’s site, the search engine detects reposted content as a link back to the original publishers, which improves that publisher’s search rank. Furthermore, the comments on the page of the reposted content will be indexed by search engines, hence adding to the search traffic.

Measuring your marketing efforts is a way to check whether you have achieved your goals and if your efforts are paying off. To meet this need, Repost offers additional features which allow for tracking of the articles. Most well established businesses have some kind of analytics tool, such as Google Analytics, implemented on their website and Repost provides the tracking code to be integrated onto the web analytics tracking software. This feature allows you to track your articles that have been reposted from your website.

To repost or not to repost?

Repost mainly benefits smaller publishers, in need for exposure, rather than bigger ones. It further puts an end to the lengthy process of waiting upon the permission of the original author and manually copying the article, paying attention to formatting and worrying about the SEOs seeing it as duplicate content. Additionally, the report Repost has provided outlines the strong correlation between the frequency of posting and overall site traffic. This means that the more content is reposted, the more traffic is brought to the website.

So, the big question is – to Repost or not to Repost?

As with any other strategy and tactics, think about what your goal is and what you would like to achieve with your website. There are two scenarios to consider – reposting other author’s content through your website and having content from your website reposted.

In scenario one, reposting content can generate more traffic, which is great for your website, but republishing other people’s content and thoughts can establish you as a copycat leader, rather than a thought leader. You’ll need to keep a balance of how much content is reposted on your website against how much of your original content is developed. This can be quite difficult if you are a small publisher and don’t have the necessary resources.

With scenario two, having your content reposted is an excellent exposure and reputation building tactic. The problem with it is – who would repost your content, among thousands of other articles available on Repost.Us? Your content will need to be screaming with value to the readers in order to compete with all the other articles available. Let’s not forget the good old SEO and making your article keyword friendly.

The optimal result is to gain a lot of exposure for your website, but with your own content. Perhaps if your website does not have a high number of visits, the strategy should be – repost while your company is ‘small’, gain brand recognition and later have your content reposted.

Let us know what you think – to Repost or not to Repost?

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About Jelena Simakovic

Jelena Simakovic
Having graduated with a master degree from QUT and been internationally educated, Jelena has developed enthusiasm for Internet marketing. The international experience has helped her develop diverse skills and motivation to overcome any challenges, which she applies in the working environment. Jelena is very passionate about learning foreign languages and speaks Serbian, English, Italian and French. She also enjoys learning about different cultures and travelling.
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