When we suggest to our clients that they should definitely feature a blog on their sites to start writing about their business and interests, they almost always protest. “I don’t have the time to do that” is probably the excuse we hear more often (though people get pretty creative when it comes to making excuses). But we always say that a sound content marketing strategy can get them very far and that it’s something worth investing in.
Besides, with a little imagination, you can reduce the amount of time you need to create compelling content. There are a number of tips and tricks to get the most out of every content you make and multiply their effect. One of the most effective ones? Reposting. Yeah, we know what you might be thinking – no one wants to read the same thing over and over! That’s true. But you’re missing the picture.
Reshare, repost, repeat
Reposting content is a necessary method in content marketing. It limits the amount of time you need to invest in developing content, it amplifies content reach and it can give your small business an ubiquitous presence for a very small price. Of course, for you to get all those benefits, you have to be strategic about it. It’s a little more complicated than just sharing the same old blog posts on Twitter and Facebook.
There’s a recycling process you need to use in order to keep things interesting for your business – and your followers. For instance, you might feel tempted to tweet the same blog post first thing in the morning, then again in the afternoon and yet another time at night. The reason behind this can seem useful – not everyone will see it the first time around. Yet, though that might sound right, reposting shouldn’t be something you do over the course of one day.
Instead, you can recycle your most visited or commented posts and turn them into one brief Best of the week post to share over the weekends. Coupled with a good scheduling, your posts will maximize their reach through a little piece of content that can go a long way. But that’s just one of the things you can do.
You are more than welcome to revisit your old posts every couple of months, provided they are still relevant. Of course, you should use your evergreen content for that, though you should never forget to update or refresh the parts that might gone obsolete since you last saw it. In this way, you are introducing a topic to new readers while also keeping it relevant for readers that may be taking a second look at it.
A second – and even a third – chance
Some people still believe that reposting content is bad. As if doing that will hurt your site’s SEO or something. Don’t be those people. Content can get second and third chances. Naturally, you have to stay on top of it to increase the advantages you get from every repost. Updating the content is one of them. Recycling it and breaking it into other types of contents (such as listacles, GIFs and infographics) is another that might even perform better than the original thing.
All of those reposts can bring extra traffic and grow your audience. If you are sure that what you’re reposting is valuable and deserves to be seen, make it more visible by sharing it as many times as possible. Just remember – don’t tire your audience and always offer an added value. Reposting can give you a nice surprise if you give it a try, so don’t be afraid and include it in your content marketing strategy. You’ll see that there are more ways to get something positive out of content – even if you don’t have the time to write it.