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How To Repurpose Long-Form Content Into Supplementary Content

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How To Repurpose Long-Form Content Into Supplementary Content

Everyone knows good content needs to serve a purpose. Whether it’s informative, persuasive, or awareness-focused, every word on your website should have a clear goal it’s trying to achieve.

But there’s so much more to the content on your website than just a body copy and/or a flashy video.

Every website also has an unsung hero, playing the Kato to the main content’s Green Hornet, Penny to its Inspector Gadget, Groot to its Star Lord. Of course, we’re talking about the supplemental content.

Not familiar with the term? Don’t worry. Many marketers aren’t.

Google’s Search Quality Raters Guidelines describe it as content that “contributes to a good user experience on the page, but does not directly help the page achieve its purpose. (Supplementary Content) is controlled by webmasters and is an important part of the user experience.”

In other words, it is any content that makes it easier for visitors to use your webpage. It can be navigational buttons, embedded content, header menus, or even user-generated content.

It doesn’t have to add value to your main content or directly serve the page’s purpose, but it should be relevant.

From a pure UX point of view, it’s pretty apparent why supplementary content is essential.

But you may not have considered its role in supporting, promoting, and adding value to your big content.

In this piece, we’ll take a closer look at both big and supplementary content and discuss creative ways you can use the latter to support the former.

What Is Big Content, And Why Is It Valuable?

You don’t have to be from Texas to appreciate bigger sizes. Not only is it great to get extra fries with your combo meal or unleash the power of a huge F250 (current gas prices notwithstanding), but in marketing, bigger is usually better.

You probably already know about big data and how you can use improved technology to target with extreme precision. But are you familiar with big content?

There’s a lot of discussion about what is and isn’t big content, but for our purposes, we’re going to define it as a content format that requires more time and effort to produce than ordinary content.

For our purposes, we will use it for long-form (over 2,000 words) blog posts.

If you’ve been in the blogging business for a while, you’ve probably noticed this number climbing steadily upwards.

Between 2011 and 2015, most blogs were between 991 and 1,111 words per post. By 2019, that had climbed to 1,231-1,351 words.

Wix’s 2022 study offered a more comprehensive range between 1,500 and 2,500, with the sweet spot landing at 2,450.

And, of course, big content isn’t restricted to just blog posts; it also comes in whitepapers, ebooks, case studies, comprehensive guides, and more.

So, we aren’t limiting the definition of long-form content to blogs. Instead, it’s the example we’ll explore in this post because:

  • Fresh content is a proven way to drive traffic to your website.
  • 90% of marketers used articles and blog posts in their content marketing strategy.

When it comes to long-form content, blogging is where it’s at.

So Why Use Big Content Pieces?

Aligning your content calendar around big content pieces gives your content marketing a campaign-based structure.

It enables you to focus your efforts and resources on one area, maximizing the value of each piece.

The massive value in properly executed big content makes it the ideal foundation on which you can layer supplemental content for the most significant ROI.

Capitalize on this opportunity to outperform competitors. You’re not just competing against other businesses like yours for eyes and attention in the SERPs, though.

You need to outperform every type of publisher – bloggers, news outlets, social content, and more – in SERPs dominated by product listings, videos, and other multimedia content.

According to Orbit Media, the average blog post in 2021 was 1,416 words, a 75% increase from 2014.

You can see in the chart below that blog posts have been trending towards long-form over the last couple of years.

Screenshot from orbitmedia.com, July 2022

So let’s be clear: The bar is high. Content needs to be longer than ever to perform optimally.

Now let’s see what all of this looks like in action and how you can use supplemental content to create more substantial and more productive content campaigns of your own.

Embedded Content Enhances Your BIG Content Object

Supplemental content pieces enrich your main content object (the long-form blog post) but are also optimizable and can be shareable.

Lots look at a few types that add to the big piece but also have value on their own.

Mini Graphics & Image Cards

Embedded images help break up the dense text, visually tell your story, and are also helpful in SEO.

For supplemental content, you need to go beyond static photos or stock images to mini graphics or other storytelling aids with as much utility as visual appeal.

Take this image, for example:

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

The graphic adds utility to the larger post, but you could share this directly to Facebook, and it would also stand on its own.

Here’s another example. A juice press brand has created image “cards” as an alternative format for presenting information about healthy city 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 press-london.com, July 2022

In both cases, the author could have presented the information in text-only.

The extra effort it takes to create images as supplemental content gives you an entirely new shareable piece of content to share on social media and help expand your blog’s footprint in the SERPs (via Image Search results and images that Google pulls into regular SERPs).

It’s fairly easy to resize these images for optimal display on various networks.

Using Photoshop or Canva, you can resize your images for Facebook (940 x 788 px), Instagram (1080 x 1080 px), Twitter (1024 x 512 px), and more.

Don’t forget to add them to your Google Business Profile albums.

Check out 12 Important Image Tips You Need to Know for more on image optimization.

Embedded Social Posts

Adding posts from Instagram, Facebook or Twitter is an easy way to add an element of interactivity and visual interest to your long-form blog content.

Embedding your own post rather than a static image promotes your Instagram presence to your blog readers, as in this example from our own Instagram:

Or embed posts from others to provide social validation of a point you’re making, cite them as a source of information, etc.

Embedded Video

YouTube is the second most-visited website, with users spending an average of 23.7 hours per month on the platform.

You don’t need a huge production budget to publish YouTube-worthy videos, either.

Authentic videos tend to resonate better with YouTube audiences than commercial productions.

embedded videoScreenshot from search for [exercise ball], Google, July 2022

In addition to the amazing content they bring to your blog, YouTube videos can dramatically improve your visibility in search.

How else would a smaller business like Runtastic (a running coach and certified fitness trainer) dominate Walmart in the SERPs as in the above example?

Calls To Action As Supplemental Content

Maybe your reader is really into the content and wants to read or skim to the end before deciding on their next step.

But maybe not.

Always give your audience the option to take the next logical step. Using buttons rather than plain text makes your CTA an appealing element that helps break up the text.

You can even design your own “ads” to run inside your content. Think of what external ads inside blog content look like:

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

Like the example above from here at SEJ, ads inside your content are a valuable commodity because they work.

But if you’re running a business, you don’t want to look spammy or send traffic to someone else.

Use this space and apply the same design principles to drive traffic to your own content, products/services, or offers. Use it to give visitors the option of taking that next step if they’re ready.

You don’t want to spam your visitors; instead, use this space to offer utility and added value.

Complementary Content That Supports Your Big Content

This is the content that appears elsewhere on the page. Think in terms of the overall user experience you’re offering:

  • If I like the content in the larger piece, is there a clear next step I can take without having to look for it?
  • Does everything on this page support me in my journey of making a decision and taking action?
  • Does all page content speak directly to my needs?

What’s In Your Sidebar?

On the desktop, your sidebar is a valuable piece of real estate. Are you using it to support users in taking their next steps?

Use your sidebar to feature a lead generation piece that will help the reader access more in-depth information, even as they self-identify you as a certain type of buyer.

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

Anything you put in the sidebar appears on every blog page, so make it good. There are the basics you don’t want to overlook: search functionality, RSS feed subscription, and links to your social media accounts.

Then consider a few other intelligent ways to make use of this space:

  • A (very) short tagline or another critical brand message.
  • For ecommerce sites, key conversion elements like your shipping options or product guarantee.
  • Featured content: your most popular or highest converting pieces.
  • Any lead generation offers (a free trial, demo, etc.).
  • Upcoming webinars or other events that give users a chance to interact.

(Sidebar content might appear below your larger content piece for mobile users. This is why the embedded calls to action we looked at above are more important than ever.)

Pop-Ups

The misuse and abuse of pop-ups has given them a bit of a bad rap, but that shouldn’t keep you from using them to supplement your best content.

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

Again, it’s all about adding value for your audience and using supplemental content to help them in discovery, decision-making, and taking the next steps.

Making It All Work Together

The point we’ve been trying to make should be clear by now. I mean, it’s in the name: supplemental, meaning “provided in addition to what is already present or available to complete or enhance it.”

In other words, your supplemental content should work hand-in-hand with your main content, with each piece corresponding to a specific need and pushing the customer another step forward in the sales and marketing funnel.

Of course, this is why we suggested you use a campaign-based structure way back in beginning.

By planning ahead and having a shared vision of what you want to accomplish, you can create pieces that complement each other, instead of trying to create a cohesive narrative around a bunch of disparate pieces.

In addition to moving your visitors along the customer journey and keeping everything focused on your goals and allows you to extend the lifespan of your big content pieces, sometimes by months.

By adding utility and interactivity to your main content, supplemental content helps you appeal to different types of visitors without muddying the waters of what you want the piece to accomplish.

Wherever that content appears on your website, you are looking at the big picture: How each element that user sees and interacts with supports their goals and your business goals as a result.

In this way, you might extend the life of a single concept – one large content object – by months.

You’ll significantly improve its efficacy, and most importantly, you’ll have content tailored to appeal to different types of consumers in their discovery, consideration, and conversion decision-making moments.

Questions? Fire away or share your own content planning tips in the comments.

Enhance the power of your main content by leveraging supplemental content to add interactivity, support the customer journey, and drive action.

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Featured Image: ViDI Studio/Shutterstock



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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

Elon Musk, owner and CEO of Twitter, announced that starting today, Twitter will share ad revenue with creators. The new policy applies only to ads that appear in a creator’s reply threads.

The move comes on the heels of YouTube launching ad revenue sharing for creators through the YouTube Partner Program in a bid to become the most rewarding social platform for creators.

Social networks like Instagram, TikTok, and Snapchat have similar monetization options for creators who publish reels and video content. For example, Instagram’s Reels Play Bonus Program offers eligible creators up to $1,200 for Reel views.

The catch? Unlike other social platforms, creators on Twitter must have an active subscription to Twitter Blue and meet the eligibility requirements for the Blue Verified checkmark.

The following is an example of a Twitter ad in a reply thread (Promoted by @ASUBootcamps). It should generate revenue for the Twitter Blue Verified creator (@rowancheung), who created the thread.

Screenshot from Twitter, January 2023

To receive the ad revenue share, creators would have to pay $8 per month (or more) to maintain an active Twitter Blue subscription. Twitter Blue pricing varies based on location and is available in the United States, Canada, Australia, New Zealand, Japan, the United Kingdom, Saudi Arabia, France, Germany, Italy, Portugal, and Spain.

Eligibility for the Twitter Blue Verified checkmark includes having an active Twitter Blue subscription and meeting the following criteria.

  • Your account must have a display name, profile photo, and confirmed phone number.
  • Your account has to be older than 90 days and active within the last 30 days.
  • Recent changes to your account’s username, display name, or profile photo can affect eligibility. Modifications to those after verification can also result in a temporary loss of the blue checkmark until Twitter reviews your updated information.
  • Your account cannot appear to mislead or deceive.
  • Your account cannot spam or otherwise try to manipulate the platform for engagement or follows.

Did you receive a Blue Verified checkmark before the Twitter Blue subscription? That will not help creators who want a share of the ad revenue. The legacy Blue Verified checkmark does not make a creator account eligible for ad revenue sharing.

When asked about accounts with a legacy and Twitter Blue Verified checkmark, Musk tweeted that the legacy Blue Verified is “deeply corrupted” and will sunset in just a few months.

Regardless of how you gained your checkmark, it’s important to note that Twitter can remove a checkmark without notice.

In addition to ad revenue sharing for Twitter Blue Verified creators, Twitter Dev announced that the Twitter API would no longer be free in an ongoing effort to reduce the number of bots on the platform.

While speculation looms about a loss in Twitter ad revenue, the Wall Street Journal reported a “fire-sale” Super Bowl offer from Musk to win back advertisers.

The latest data from DataReportal shows a positive trend for Twitter advertisers. Ad reach has increased from 436.4 million users in January 2022 to 556 million in January 2023.

Twitter is also the third most popular social network based on monthly unique visitors and page views globally, according to SimilarWeb data through December 2022.


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AI Content Detection Software: Can They Detect ChatGPT?

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AI Content Detection Software: Can They Detect ChatGPT?

We live in an age when AI technologies are booming, and the world has been taken by storm with the introduction of ChatGPT.

ChatGPT is capable of accomplishing a wide range of tasks, but one that it does particularly well is writing articles. And while there are many obvious benefits to this, it also presents a number of challenges.

In my opinion, the biggest hurdle that AI-generated written content poses for the publishing industry is the spread of misinformation.

ChatGPT, or any other AI tool, may generate articles that may contain factual errors or are just flat-out incorrect.

Imagine someone who has no expertise in medicine starting a medical blog and using ChatGPT to write content for their articles.

Their content may contain errors that can only be identified by professional doctors. And if that blog content starts spreading over social media, or maybe even ranks in Search, it could cause harm to people who read it and take erroneous medical advice.

Another potential challenge ChatGPT poses is how students might leverage it within their written work.

If one can write an essay just by running a prompt (and without having to do any actual work), that greatly diminishes the quality of education – as learning about a subject and expressing your own ideas is key to essay writing.

Even before the introduction of ChatGPT, many publishers were already generating content using AI. And while some honestly disclose it, others may not.

Also, Google recently changed its wording regarding AI-generated content, so that it is not necessarily against the company’s guidelines.

Image from Twitter, November 2022

This is why I decided to try out existing tools to understand where the tech industry is when it comes to detecting content generated by ChatGPT, or AI generally.

I ran the following prompts in ChatGPT to generate written content and then ran those answers through different detection tools.

  • “What is local SEO? Why it is important? Best practices of Local SEO.”
  • “Write an essay about Napoleon Bonaparte invasion of Egypt.”
  • “What are the main differences between iPhone and Samsung galaxy?”

Here is how each tool performed.

1. Writer.com

For the first prompt’s answer, Writer.com fails, identifying ChatGPT’s content as 94% human-generated.

Writer.com resultsScreenshot from writer.com, January 2023

For the second prompt, it worked and detected it as AI-written content.

Writer.com test resultScreenshot from writer.com, January 2023

For the third prompt, it failed again.

Sample ResultScreenshot from writer.com, January 2023

However, when I tested real human-written text, Writer.com did identify it as 100% human-generated very accurately.

2. Copyleaks

Copyleaks did a great job in detecting all three prompts as AI-written.

Sample ResultScreenshot from Copyleaks, January 2023

3. Contentatscale.ai

Contentatscale.ai did a great job in detecting all three prompts as AI-written, even though the first prompt, it gave a 21% human score.

Contentscale.aiScreenshot from Contentscale.ai, January 2023

4. Originality.ai

Originality.ai did a great job on all three prompts, accurately detecting them as AI-written.

Also, when I checked with real human-written text, it did identify it as 100% human-generated, which is essential.

Originality.aiScreenshot from Originality.ai, January 2023

You will notice that Originality.ai doesn’t detect any plagiarism issues. This may change in the future.

Over time, people will use the same prompts to generate AI-written content, likely resulting in a number of very similar answers. When these articles are published, they will then be detected by plagiarism tools.

5. GPTZero

This non-commercial tool was built by Edward Tian, and specifically designed to detect ChatGPT-generated articles. And it did just that for all three prompts, recognizing them as AI-generated.

GPTZeroScreenshot from GPTZero, January 2023

Unlike other tools, it gives a more detailed analysis of detected issues, such as sentence-by-sentence analyses.

sentence by sentence text perplexityScreenshot from GPTZero, January 2023

OpenAI’s AI Text Classifier

And finally, let’s see how OpenAi detects its own generated answers.

For the 1st and 3rd prompts, it detected that there is an AI involved by classifying it as “possibly-AI generated”.

AI Text Classifier. Likely AI-generatedAI Text Classifier. Likely AI-generated

But surprisingly, it failed for the 2nd prompt and classified that as “unlikely AI-generated.” I did play with different prompts and found that, as of the moment, when checking it, few of the above tools detect AI content with higher accuracy than OpenAi’s own tool.

AI Text Classifier. Unlikely AI-generatedAI Text Classifier. Unlikely AI-generated

As of the time of this check, they had released it a day before. I think in the future, they will fine tune it, and it will work much better.

Conclusion

Current AI content generation tools are in good shape and are able to detect ChatGPT-generated content (with varying degrees of success).

It is still possible for someone to generate copy via ChatGPT and then paraphrase that to make it undetectable, but that might require almost as much work as writing from scratch – so the benefits aren’t as immediate.

If you think about ranking an article in Google written by ChatGPT, consider for a moment: If the tools we looked at above were able to recognize them as AI-generated, then for Google, detecting them should be a piece of cake.

On top of that, Google has quality raters who will train their system to recognize AI-written articles even better by manually marking them as they find them.

So, my advice would be not to build your content strategy on ChatGPT-generated content, but use it merely as an assistant tool.

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Five things you need to know about content optimization in 2023

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5 Things You Need To Know About Optimizing Content in 2023

30-second summary:

  • As the content battleground goes through tremendous upheaval, SEO insights will continue to grow in importance
  • ChatGPT can help content marketers get an edge over their competition by efficiently creating and editing high-quality content
  • Making sure your content rank high enough to engage the target audience requires strategic planning and implementation

Google is constantly testing and updating its algorithms in pursuit of the best possible searcher experience. As the search giant explains in its ‘How Search Works’ documentation, that means understanding the intent behind the query and bringing back results that are relevant, high-quality, and accessible for consumers.

As if the constantly shifting search landscape weren’t difficult enough to navigate, content marketers are also contending with an increasingly technology-charged environment. Competitors are upping the stakes with tools and platforms that generate smarter, real-time insights and even make content optimization and personalization on the fly based on audience behavior, location, and data points.

Set-it-and-forget-it content optimization is a thing of the past. Here’s what you need to know to help your content get found, engage your target audience, and convert searchers to customers in 2023.

AI automation going to be integral for content optimization

Technologies-B2B-organizations-use-to-optimize-content

As the content battleground heats up, SEO insights will continue to grow in importance as a key source of intelligence. We’re optimizing content for humans, not search engines, after all – we had better have a solid understanding of what those people need and want.

While I do not advocate automation for full content creation, I believe next year – as resources become stretched automation will have a bigger impact on helping with content optimization of existing content.

CHATGPT

ChatGPT, developed by OpenAI, is a powerful language generation model that leverages the Generative Pre-trained Transformer (GPT) architecture to produce realistic human-like text. With Chat GPT’s wide range of capabilities – from completing sentences and answering questions to generating content ideas or powering research initiatives – it can be an invaluable asset for any Natural Language Processing project.

ChatGPT-for-content

The introduction on ChatGPT has caused considerable debate and explosive amounts of content on the web. With ChatGPT, content marketers can achieve an extra edge over their competition by efficiently creating and editing high-quality content. It offers assistance with generating titles for blog posts, summaries of topics or articles, as well as comprehensive campaigns when targeting a specific audience.

However, it is important to remember that this technology should be used to enhance human creativity rather than completely replacing it.

For many years now AI-powered technology has been helping content marketers and SEOs automate repetitive tasks such as data analysis, scanning for technical issues, and reporting, but that’s just the tip of the iceberg. AI also enables real-time analysis of a greater volume of consumer touchpoints and behavioral data points for smarter, more precise predictive analysis, opportunity forecasting, real-time content recommendations, and more.

With so much data in play and recession concerns already impacting 2023 budgets in many organizations, content marketers will have to do more with less this coming year. You’ll need to carefully balance human creative resources with AI assists where they make sense to stay flexible, agile, and ready to respond to the market.

It’s time to look at your body of content as a whole

Google’s Helpful Content update, which rolled out in August, is a sitewide signal targeting a high proportion of thin, unhelpful, low-quality content. That means the exceptional content on your site won’t rank to their greatest potential if they’re lost in a sea of mediocre, outdated assets.

It might be time for a content reboot – but don’t get carried away. Before you start unpublishing and redirecting blog posts, lean on technology for automated site auditing and see what you can fix up first. AI-assisted technology can help sniff out on-page elements, including page titles and H1 tags, and off-page factors like page speed, redirects, and 404 errors that can support your content refreshing strategy.

Focus on your highest trafficked and most visible pages first, i.e.: those linked from the homepage or main menu. Google’s John Mueller confirmed recently that if the important pages on your website are low quality, it’s bad news for the entire site. There’s no percentage by which this is measured, he said, urging content marketers and SEOs to instead think of what the average user would think when they visit your website.

Take advantage of location-based content optimization opportunities

Consumers crave personalized experiences, and location is your low-hanging fruit. Seasonal weather trends, local events, and holidays all impact your search traffic in various ways and present opportunities for location-based optimization.

AI-assisted technology can help you discover these opportunities and evaluate topical keywords at scale so you can plan content campaigns and promotions that tap into this increased demand when it’s happening.

Make the best possible use of content created for locally relevant campaigns by repurposing and promoting it across your website, local landing pages, social media profiles, and Google Business Profiles for each location. Google Posts, for example, are a fantastic and underutilized tool for enhancing your content’s visibility and interactivity right on the search results page.

Optimize content with conversational & high-volume keywords

Look for conversational and trending terms in your keyword research, too. Top-of-funnel keywords that help generate awareness of the topic and spur conversations in social channels offer great opportunities for promotion. Use hashtags organically and target them in paid content promotion campaigns to dramatically expand your audience.

Conversational keywords are a good opportunity for enhancing that content’s visibility in search, too. Check out the ‘People Also Ask’ results and other featured snippets available on the search results page (SERP) for your keyword terms. Incorporate questions and answers in your content to naturally optimize for these and voice search queries.

SEO-and-creating-content-in-2023

It’s important that you utilize SEO insights and real-time data correctly; you don’t want to be targeting what was trending last month and is already over. AI is a great assist here, as well, as an intelligent tool can be scanning and analyzing constantly, sending recommendations for new content opportunities as they arise.

Consider how you optimize content based on intent and experience

The best content comes from a deep, meaningful understanding of the searcher’s intent. What problem were they experiencing or what need did they have that caused them to seek out your content in the first place? And how does your blog post, ebook, or landing page copy enhance their experience?

Look at the search results page as a doorway to your “home”. How’s your curb appeal? What do potential customers see when they encounter one of your pages in search results? What kind of experience do you offer when they step over the threshold and click through to your website?

The best content meets visitors where they are at with relevant, high-quality information presented in a way that is accessible, fast loading, and easy to digest. This is the case for both short and long form SEO content. Ensure your content contains calls to action designed to give people options and help them discover the next step in their journey versus attempting to sell them on something they may not be ready for yet.

2023, the year of SEO: why brands are leaning in and how to prepare

Conclusion

The audience is king, queen, and the entire court as we head into 2023. SEO and content marketing give you countless opportunities to connect with these people but remember they are a means to an end. Keep searcher intent and audience needs at the heart of every piece of content you create and campaign you plan for the coming year.

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