15th January 2017

Publishers re-use content to increase traffic

A variety of tactics are being used by publishers to repurpose old content.


Republishing the same stories with a new headline, targeting users on Facebook with promoted posts, and rehashing old content with paid-for additions from advertisers are examples how publishers are recycling their content.

Using archived material is also a strategy which has been on the rise recently, with titles including The New York Times using archived material to trial a new section on it's website.

Gaining new traffic is the biggest driving factor for the repurposing of old content.

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