{"id":15256,"date":"2022-08-29T11:55:21","date_gmt":"2022-08-29T11:55:21","guid":{"rendered":"https:\/\/www.searchenginejournal.com\/repurpose-supplementary-content\/445919\/"},"modified":"2022-08-29T11:55:21","modified_gmt":"2022-08-29T11:55:21","slug":"how-to-repurpose-long-form-content-into-supplementary-content-via-sejournal-mirandalmwrites","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=15256","title":{"rendered":"How To Repurpose Long-Form Content Into Supplementary Content via @sejournal, @mirandalmwrites"},"content":{"rendered":"

Everyone knows good content needs to serve a purpose. Whether it\u2019s informative, persuasive, or awareness-focused, every word on your website should have a clear goal<\/a> it\u2019s trying to achieve.<\/p>\n

But there\u2019s so much more to the content on your website than just a body copy and\/or a flashy video.<\/p>\n

Every website also has an unsung hero, playing the Kato to the main content\u2019s Green Hornet, Penny to its Inspector Gadget, Groot to its Star Lord. Of course, we\u2019re talking about the supplemental content.<\/p>\n

Not familiar with the term? Don\u2019t worry. Many marketers aren\u2019t.<\/p>\n

Google\u2019s Search Quality Raters Guidelines<\/a> describe it as content that \u201ccontributes 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.\u201d<\/p>\n

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<\/a>.<\/p>\n

It doesn\u2019t have to add value to your main content or directly serve the page\u2019s purpose, but it should be relevant.<\/p>\n

From a pure UX point of view, it\u2019s pretty apparent why supplementary content is essential.<\/p>\n

But you may not have considered its role in supporting, promoting, and adding value to your big content.<\/p>\n

In this piece, we\u2019ll take a closer look at both big and supplementary content and discuss creative ways you can use the latter to support the former.<\/p>\n

What Is Big Content, And Why Is It Valuable?<\/h2>\n

You don\u2019t 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.<\/p>\n

You probably already know about big data<\/a> and how you can use improved technology to target with extreme precision. But are you familiar with big content?<\/p>\n

There\u2019s a lot of discussion about what is and isn\u2019t big content, but for our purposes, we\u2019re going to define it as a content format that requires more time and effort to produce than ordinary content.<\/p>\n

For our purposes, we will use it for long-form (over 2,000 words) blog posts.<\/p>\n

If you\u2019ve been in the blogging business for a while, you\u2019ve probably noticed this number climbing steadily upwards.<\/p>\n

Between 2011 and 2015<\/a>, most blogs were between 991 and 1,111 words per post. By 2019, that had climbed to 1,231-1,351 words.<\/p>\n

Wix\u2019s 2022 study <\/a>offered a more comprehensive range between 1,500 and 2,500, with the sweet spot landing at 2,450.<\/p>\n

And, of course, big content isn\u2019t restricted to just blog posts; it also comes in whitepapers, ebooks, case studies, comprehensive guides, and more.<\/p>\n

So, we aren\u2019t limiting the definition of long-form content to blogs. Instead, it\u2019s the example we\u2019ll explore in this post because:<\/p>\n