Publishing new content isn’t the only way to drive traffic. Publishers can also make more of their existing content.
One effective method is content recirculation.
Without it, older high-performing content gets buried, causing traffic to stagnate and reducing page views and ad revenue. Recirculation is also crucial for subscription models.
By not regularly promoting valuable older content, publishers miss chances to turn visitors into paying subscribers.
In this article, we’ll look at how content recirculation helps publishers grow traffic, ad revenue, and subscriptions.
What is Content Recirculation?
Content recirculation is about keeping your existing content active and driving engagement. Instead of letting articles or videos fade away, recirculation brings them back into the spotlight. This strategy maximizes the value of your content library and keeps visitors on your site longer.
For example, linking to related articles, suggesting content based on visitor behavior, or featuring evergreen posts on your homepage are all effective ways to recirculate content.
Why It Matters:
- Boosts Traffic: Older content can still attract clicks when resurfaced strategically.
- Increases Page Views: Visitors who explore related articles spend more time on your site.
- Supports Subscriptions: Highlighting valuable content builds trust and encourages subscriptions.
Admiral’s Visitor Relationship Management (VRM) tools can help you optimize content recirculation by analyzing visitor behavior and preferences.
8 Content Recirculation Strategies and Examples
1. Data-Driven Recommendations
AI algorithms analyze user preferences, behavior, and past interactions to deliver personalized content recommendations. Platforms like Taboola or Outbrain automate this process.
Best Practices:
- Use audience segmentation tools to group readers by interests.
- Integrate content recommendation engines to dynamically suggest related or trending articles.
Example: Show "Related Reads" at the end of an article.
Benefits:
- Improves engagement, such as page views per session.
- Keeps users on the site longer, increasing ad revenue potential.
Example in Action: For an article about a Christmas Cookie Recipe, the publisher shows other cookie recipes in the recommendations. The page uses contextual data to display relevant content to the visitor.
2. Internal Linking
Linking articles within your site helps readers discover more content while boosting search engine optimization (SEO).
Best Practices:
- Use descriptive anchor text.
- Ensure links open in the same tab to reduce bounce rates.
Example: Link a tutorial on “How to Start a Blog” within an article about “Best Blogging Platforms.”
Benefits:
- Boosts SEO ranking by distributing page authority.
- Improves navigation and makes content easier to discover.
Example in Action: In the image, the marked and highlighted section in red shows an internal link. Clicking the link redirects the user to another page on the same website. This helps users find more content while exploring just one article.
3. Evergreen Content Optimization
Update older articles with fresh stats, visuals, and links to keep them relevant.
Best Practices:
- Highlight evergreen articles in sections like “Editor’s Picks” or “Timeless Reads.”
- Add seasonal relevance, such as repromoting holiday shopping guides in December.
Example: Turn a guide on “Digital Marketing Trends” into an annually updated article.
Benefits:
- Generates consistent traffic.
- Requires minimal effort to maintain a strong ROI.
Example in Action: Evergreen content like "How to Lose Weight" on platforms like WikiHow stays relevant because it addresses a timeless, universal need. This type of content drives steady traffic over time, appealing to a wide audience across different demographics.
4. Content Clustering
Group content around a central topic (a "pillar") with supporting articles (cluster content).
Best Practices:
- Use a content map to link related articles back to a core topic.
- Create landing pages for clusters, acting as comprehensive hubs.
Example: A core page on “SEO Basics” linking to articles on “Keyword Research,” “On-Page SEO,” and “Technical SEO.”
Benefits:
- Improves topical authority.
- Guides users deeper into relevant content.
Example in Action: This website uses a content cluster format effectively. The main topic, "Rock Music," serves as the central pillar, while supporting articles explore different aspects of rock music. This structure helps visitors engage deeply with the topic, offering an organized path to discover and explore related content.
5. Interactive Widgets and Features
Add features that dynamically recommend additional content based on real-time user activity.
Tools to Use:
- Plugins like Jetpack for WordPress or advanced CMS widgets.
- AI-driven tools that adapt recommendations in real time.
Example: “Continue Reading” widgets or interactive carousels.
Benefits:
- Encourages engagement with minimal effort from the user.
- Keeps readers within your ecosystem.
Example in Action: In the image above, the publisher highlights a signup box to capture the visitor's attention. The box is visible for a few seconds before the content fades back into the background, creating a subtle yet effective call to action.
6. Email and Push Notifications
Use newsletters and notifications to re-engage readers with targeted content updates.
Best Practices:
- Personalize emails with dynamic content blocks.
- Set up push notifications based on user activity.
Example: Send a weekly digest featuring “Top 5 Reads for You,” based on user preferences.
Benefits:
- Drives repeat visits.
- Builds a loyal audience base.
7. Social Media Recirculation
Regularly share older content on social platforms with updated captions or visuals.
Best Practices:
- Use scheduling tools like Hootsuite to automate reports.
- Tailor captions to current trends or discussions.
Example: Republish an article on “Productivity Tips” during the New Year resolution season.
Benefits:
- Reaches new audiences.
- Extends the lifecycle of published content.
8. Multimedia Integration
Use videos, podcasts, or infographics to complement written content.
Implementation Tips:
- Embed multimedia within relevant articles.
- Link multimedia descriptions to full-length articles for deeper exploration.
Example: Link a podcast episode to an in-depth blog post on the same topic.
Benefits:
- Diversifies content consumption options.
- Appeals to a wide range of audience preferences.
Example in Action: In the image above from Forbes, a video is integrated within the article. This approach helps attract new audiences and improve engagement.
How Admiral Can Help
Admiral offers tools that make content recirculation easier and more effective for publishers. With features like personalized content recommendations, behavioral insights, and seamless paywall integration, you can keep visitors engaged while maximizing revenue.
By incorporating Admiral’s VRM, you can:
- Identify high-performing content worth resurfacing.
- Encourage deeper engagement with targeted suggestions.
- Boost subscriptions through intelligent paywall strategies.
