Why every print publication needs an editorial policy and content marketing plan for reusing content online
How this financial publisher’s editorial policy effectively recycles, reuses and repurposes its premium stock recommendations into robust historic online content that effectively drives traffic to their site and sells more subscriptions.
Successful investing depends on knowing what stock to buy and when to buy it, wouldn’t you agree?
But does that mean thoughtful, well-researched stock recommendations have only fleeting value?
Not necessarily. Here’s how one financial publisher recycles, reuses and repurposes its research and premium stock recommendations.
TSI Network Daily is the online home of Pat McKeough’s highly successful family of investment publications, The Successful Investor, Stock Pickers Digest, Wall Street Stock Forecaster and Canadian Wealth Advisor.
While most media outlets only cover the popular investment theories of the day, TSI Network Daily goes beyond the headlines to focus on research. Pat seeks out stocks that have exceptional quality at a relatively low price.
Full disclosure: TSI Network Daily is a Mequoda website, launched this week, and I am a regular reader of Pat’s Wall Street Stock Forecaster newsletter. So, a few months ago, when Pat recommended a buy on Wells Fargo Bank, I bought.
Why not? I’m a native Californian. I know the bank. My sister used to work at Wells Fargo. I have always believed it to be a very well managed, buttoned-down company.
Pat’s analysis said Wells Fargo was a solid, long-term buy. It had not been pounded repeatedly by adversities as so many other banks have been buffeted. Still, because of the general banking sector decline, Wells Fargo stock had bottomed at about $8 and was trading at about $11 off a 12-month high of about $36.
I don’t follow any investment advisor blindly, but when Pat points out his research about a stock that is congruent with all that I already know about a company — in this case, Wells Fargo — I pay attention.
So, I bought the stock at $11. And today, Wells Fargo is trading at about $24.
Now the lesson about content management is that Pat’s advice to buy Wells Fargo wasn’t offered for free on the TSI Network Daily website on the day the Wall Street Stock Forecaster newsletter was published. Nor was it recycled on the website a mere 30 days later.
Pat doesn’t release information on the TSI Network Daily website for free for a full 12 weeks from the time he first recommends it to paid subscribers of his Wall Street Stock Forecaster newsletter.
It’s probably still a good, solid buy recommendation, because Wells Fargo is probably headed back to its previous high of $36. But the recommendation was a lot more valuable when the stock was trading at $11 than when it was already at $24 and headed higher.
TSI Network Daily has a clear, logical, and prudent policy for recycling editorial content. It both respects its paid newsletter subscribers and it helps market the TSI Network by supporting search engine optimization.
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Among the editorial policy guidelines that Pat McKeough’s team follows:
- Research a company once, but resort, recombine, and rewrite the research findings into numerous articles of editorial value.
- Articles from the paid newsletter become posted to the online topic archives after 90 days, bearing the original publication date.
- Industry roundup articles from the paid newsletter are further broken down into individual stock tips. For instance, a roundup article about bank stocks can be reworked to create three or more new posts — one about each of the individual stocks cited in the roundup article. These are given new headlines and editorial leads.
- These articles are further broken down into “micro posts” and used as individual company stocks tips or recommendations. They might contain only abbreviated information including the stock’s price history, symbol, exchange, etc. These are given still other new headlines and editorial leads, and flow into the online post archive file 90 days later.
- Members of Pat McKeough’s Inner Circle get answers to their individual investment questions, including specific recommendations, plus all the newsletters — and full access to the members-only Inner Circle website. Questions posted by paid Inner Circle members are eventually rewritten into articles posted to TSI Network Daily, but not so quickly as to diminish the value of Inner Circle membership.
- If possible, recycled articles are generally tagged for only one topic page. The exception to this rule is when two stocks from entirely different market segments are mentioned in the same article.
Developing your own editorial policy disaggregation guidelines
“One size fits all” is seldom true.
No one editorial policy on content disaggregation and reuse fits every publication. There are numerous questions to ask and answer.
- What are the attributes of content that at some point should become free?
- What are the rules for disaggregating a newsletter into a series of posts?
- Which content gets released?
- Which content, if any, should always be proprietary?
- When does it become free? Ninety days? Twelve months? Thirty-six months?
- What dateline should recycled content carry?
- Should recycled content be posted to the home page, or to daughter pages?
- Should recycled content be identified as “previously published in…”?
- Should posts precede or be simultaneous with emails?
If you want to discover more of what we’ve learned about setting up an optimal content release policy, join Mequoda Pro for the astonishing low, charter membership fee of only $197.
Simply listen to the Mequoda Pro Online Seminar on Online Content Management and address any questions you have to us in the Mequoda Pro Seminar Q&A.
You can get answers to your questions about online publishing and marketing, plus unlimited online access to all nine Online Seminar modules — and more — when you join Mequoda Pro.
