Build Content with Wrapper Posts

Build Content with Wrapper Posts

Build Content with Wrapper Posts

April 15, 2022 Katherine Marx No Comments Business Design Web

So, you’ve heard that a common strategy in strengthening quality website traffic is building out your blog. It’s true that blogs help drive traffic to your pages, providing quality resources for readers to benefit from. A blog that is regularly maintained can also boost your website’s authority from an SEO standpoint, helping your web pages rank higher in search engines’ results.

But once you publish an initial wave of content that you know will be relevant to your audience, it can become increasingly challenging to post unique articles that will keep your readers engaged. It’s common for website owners to feel overwhelmed by maintaining a blog, especially with the SEO recommendation to post long “skyscraper” articles.

Enter: Wrapper Posts

An effective way to introduce varied content into your blog is to curate content and publish “wrapper posts.” A wrapper post is one that mainly features content from another website by weaving it into a new blog post. These articles feature content that has already been published elsewhere, giving credit to the original author and contributing additional original content.

HuffPost example

Many major sites post curated content regularly — it’s practically a necessity for those who intend to maintain consistent posting schedules. But curating content is not as simple as copying and pasting from popular blogs in your niche. A wrapper article includes a brief intro and brief outro (written by you, the new author), sandwiching a feature of content from another site. Keep reading as we dive further into the what, why, and how of creating wrapper posts.

The Benefits of Publishing Wrapper Posts

There are many reasons why curating content is beneficial for any blog. Here are several:

Just starting? Overwhelmed? Curating content is a great way to get started if you are new to blogging. Or, let’s say you have a website up and running and already offer great content. Curating content can help you fill out your posting schedule and allow you to consistently post on a variety of topics.

Feeling a little stale? Adding wrapper posts will enrich your blog by giving you space to publish on topics outside of your specialty. You don’t have to be an expert in an area to post a curated post about it. This allows readers to be informed about a broader range of topics when they access your blog.

Seeking to diversify? Once readers see that you post original and curated content, they will know they can rely on your blog to learn about a diverse base of topics. Featuring (and citing) another’s content will add credibility to your site by displaying that your information is well-rounded and well-sourced. Readers may then turn to your site to find more information even beyond your area of expertise.

Have too little time to spare? By using wrapper posts, website owners can post long, quality articles more frequently and with less time investment. This reliability will not only be appreciated by readers but will also strengthen your site’s SEO rankings.

Now that we’ve outlined the basics and the benefits of curating content, let’s move on to the practical side. Here’s how to write a wrapper post.

How to Write a Wrapper Post

A vital part of the wrapper post is the introduction, where you will write original content to ease your viewers into the topic. Start with a welcoming line that will hook your audience and encourage them to continue reading. Briefly relate to the topic that is discussed in the content that follows, helping readers understand why it is valuable to them and relevant to your site. Tailor your introduction paragraph to the sector of your audience that you believe will be interested in the specific content you are including.

Brewer Direct example

Once you have written at least a paragraph of your own content, be sure to transition well by introducing the site you are pulling content from. It is vital to communicate to readers that what follows is not your own content. Give credit where credit is due any time you are pulling from another site, linking back to the original website. Mentioning the URL of the post itself allows readers to access more information about the content you are featuring and is a clear indication that what follows is content from another author.

Now it’s time to include the curated content. You can either paste the content directly into your page, simply link to the content on another site, or begin featuring sections of an article with your additional commentary.

Wireframe of wrapped content

Featuring sections of another article interspersed with your own content is a great way to add to the content you are featuring and relate to your audience directly between points. This method allows you to pull core concepts from another’s content but still gear it to your specific purpose. If you choose to go this route, it will be essential to clearly signal (through wording and formatting) whether you have written the text or are featuring another’s content.

Feel free to use only as much of another site’s content as you feel is suitable for your post. (There is no need to include all of the content from the article you are featuring, of course.) You can use the content in its entirety, but you must make sure that you are contributing your own content to the post instead of simply pasting content from another site.

Wireframe of wrapped content

Now that you have featured the content you wished to share, it’s time to transition to your conclusion. Communicate to readers that this wraps up the content you are featuring and that the author is changing. These transitions can easily be accomplished through differences in formatting between the two sets of text. To end the post nicely, write your conclusion as you would for a standard article of your own. It may be helpful to reiterate why this featured content was pertinent to your website, perhaps contributing practical steps the reader can take to implement what they learned.

Now if you’ve gotten this far and are wondering what posts should come next in your blog, consider what content on comparable websites has been beneficial to you lately. What inspires you that may also inspire your readers? Or more importantly, are there specific questions readers or customers commonly ask you that you have not yet addressed on your blog? Look at how your favorite authors answer these questions and consider featuring them for your readers to learn from, too.


Well, that about “wraps” up our process for writing curated content. (Sorry, couldn’t resist.) We are happy to help with any questions you may have related to blogs, website traffic, online marketing, and the like. Click here to reach out, or here to find out more about the services we’re passionate about. Thank you for reading. Happy creating!