Publishing great content is a great way to build an online reputation, reach out to target audiences, and eventually, increase the amount of high-quality traffic on their website.
One great way of promoting your content is to share it more than once on Social Media. While this technique is not very popular amongst marketers and some even advocate against it, statistics show that it is very effective in driving organic traffic to your website.
Tom Tunguz performed an experiment to check the effect of reposting the same content on the traffic for his blog. He made use of Twitter for this experiment and monitored the number of retweets each ‘recirculation’ attempt received. He noticed that each subsequent tweet received approximately 75% as many retweets as the previous attempt!
The key to his success? Re-sharing existing content on the social media.
The reason that this works is that social media followers have hundreds of updates coming towards them every day. It is very easy for them to miss out on one of your updates. No one really notices whether you share the same content twice. No one really cares, too! You just need to be clever in the way you do it and you will never receive a single complaint.
The reposting strategy
When you re-share the content, you make sure that it reaches out to as many of your social media followers as possible. This is because some of them might have missed it the first time you posted it. This is essential not just for your own benefit but because it provides the audience with the value that you have promised them, as well. Remember that the more value you provide to customers, the more the chances of generating high-quality traffic for your blog.
Now let us take a look at how you can incorporate this into your content marketing strategy. For sharing your content more than once, we suggest that you follow these steps:
Create a schedule
First of all, you need to create a schedule for when (and on which network) will you share the content. When making this schedule, you should address questions such as: How often should I share the content? How much time should I give between each repost? How can I ensure that the posts do not look monotonous?
When you are developing the schedule, you should be careful not to repost immediately after your previous share, since it might be considered to be spam then. Remember that the goal in mind should be to create a social media approach that gets you more clicks. A good strategy is to report on the same day, the next day, the next week, and the next month.
The number of reposts depends on the feedback and number of clicks that you receive on the previous repost. Furthermore, since each social network (Facebook, Twitter, Instagram, etc.) will have different reach, you should ideally look to make a separate schedule for each of them.
Don’t repost with the same message
This is the most important part of the reposting process. You should never share a post with the same message twice since it makes you look like a spammer. It also leaves behind a bad reputation of your brand.
The best strategy to adopt here is to add some variety each post so that it looks unique while linking back to the same piece of content on your website. You should change the text and even the hashtags (if necessary) to add value for the readers. Another good idea is to post an image or a graphic that backlinks to the content that you are promoting.
Our suggested approach is to share the post the first time by simply posting the title and the link. After this, mix up between a question, a fact, a quote, an intrigue, or a related graphic for the reposts. Remember that the link should be in all your reports since it will drive the traffic to your blog.
Keep a check on the feedback
As with every other approach, you should monitor the results of this technique, as well. This needs to be done to ensure you can adjust your sharing schedule and your approach, as needed. Alarming situations that you need to look out for are a decrease in post activity or negative feedback from the audience. In such cases, you should rethink the strategy and the frequency of reposts. Though situations such as these are rare, you should always keep everything under check.
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