Make every issue work for six weeks: how to repurpose a member magazine
2 min read
It takes weeks to produce an issue. Then it goes out, members open it for ten minutes and it disappears into the archive.
You've paid for that content once. There's no reason to use it only once.
Choose the best three
After the issue is out, pick the three articles that are most useful or most interesting to members. These are the ones you'll reuse.
What each article can become
| Format | How |
|---|---|
| Web page | Publish the article on your site as an ordinary page, so it can be found by search and shared |
| Email teaser | Two sentences and a link, in your regular newsletter |
| Social posts | Two or three, each leading with a different useful fact |
| Quote graphic | One strong sentence, with the member's name and photo |
| Checklist or template | Turn the practical bits into a one-page download |
| Event material | A slide, a handout or a line from the chair |
| Short video | The writer or interviewee answering one question in 60 seconds |
| Member email sequence | A short series that walks through a long piece over a few weeks |
Plan before you publish
When you commission an article, decide how it will be reused. Ask the writer for a one-sentence summary and a photo. Request a quote for social. It's much easier now than later.
Spread it over six weeks
Don't release everything on day one. A rough pattern:
- Week 0: issue out, announcement email.
- Week 1: social post on article one.
- Week 2: web page and email teaser for article two.
- Week 3: quote graphic from article three.
- Week 4: checklist download.
- Week 6: a "most read" round-up with the best performers.
Use your analytics
Look at which articles got the most readers and clicks. Reuse those first. What to measure.
Keep the archive findable
Each article that goes online should link back to the issue and to related pieces. That helps readers find more and helps search engines understand your site. SEO for a digital magazine.
Credit and permission
Check that writers and photographers have agreed to reuse on web and social. Add the byline and the credit each time.
A simple routine
After each issue (1 to 2 hours):
[ ] Pick 3 articles
[ ] Publish each as a web page
[ ] Write 1 teaser per article
[ ] Write 2 social posts per article
[ ] Schedule over 6 weeks
[ ] Note results in the next planning meetingFrequently asked questions
What's the easiest way to reuse content?
Post each article as a web page and send a two-sentence teaser by email. Those two steps get you most of the benefit.
Does reusing content hurt SEO?
Not if it's the same article on your own site and you link to it. Avoid publishing identical text on several different sites without a canonical link.
How much extra work is it?
Plan an hour or two per issue once you have a routine.
Which articles are best to reuse?
Practical, evergreen pieces such as how-tos and checklists keep their value, and member profiles are easy to share.
