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Think Green: A Study of Reusing Content

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Did you know that you could benefit from reposting and re-sharing content on social media? There are a few guidelines to this and I will share them with you as I refer to an article passed along to me by a friend and colleague. The article I will be referring to is titled “Why you should share your blog post more than once on Social Media: The case for reposting content.” Belle Beth Cooper, a writer and content crafter at Buffer, wrote this and we are fortunate to learn from her.

Belle starts by teasing us with a list. Why should you repost the same content? 3 Big Reasons:

  1. Repost to increase traffic
  2. Hit Multiple Time Zones
  3. Reframe Your Content

This list alone is enough for me to start reposting my own content but Belle take us further down the rabbit’s hole and proves her concept with data! First, lets look at how it can increase traffic.

Increasing traffic through reposting

As she states, this should be the most obvious and clearly makes the most sense on the surface. If you tweet a message multiple times there is a very good chance that you will get more retweets. This was done by one of Belles coworkers and provided some cool results.

 

Graph1

This Graph represents the first, second, and third time tweets were sent out and the numbers represent the average number of retweets for each segment. We see a drop every time content is retweeted but it is interesting to note that it is equally proportionate to the previous tweet. Given this trend you can almost predict how many retweets you will get with every consecutive post thereafter.

So if you can track this on your own accounts you can predict how many retweets, reposts, view etc. your posts will have, bring a real number value to your forecasts.

In this given example we can see that the number of retweets from this account is about 75% of the post prior.

Hit multiple time zones to spread the love

If you are fortunate enough to have followers from all around the world then you can try this to increase your engagement with them. Reach out to your followers in Japan, Alberta, and Croatia by posting throughout the day to reach different time zones. (Side note: mad props to anyone who has at least one follower in each of these three countries mentioned) Tips for this are as follows: Provide content repeatedly because people live in different time zones and have different social media habits. That’s it… really… might be the most simple step in this entire review

Belle refers to this method as the Guy Kawasaki method. I already follow this guy (no pun intended) and boy are his posts fun and informative! It sometimes becomes a distraction because they are so intriguing. Guy is quoted saying, “The reason for repeated tweets is to maximize traffic and therefore advertising sales. I’ve found that each tweet gets approximately the same amount of clickthroughs. Why get 600 page views when you can get 2,400?”

If you have a post that you know followers from around the world will love then repost multiple times so that different time zones can be reached at peak hours. Like the saying goes, its 5 o’clock somewhere.

Keep it fresh by reframing that content

When you start reposting content your followers will probably notice. Rephrasing your articles topics or findings will help your content seem newer than it really is. This is not to trick current followers, but more to re-engage potential new ones. Belle shares an example as follows:

Pic2

The same content is then redistributed a little while later in a different form keeping it looking new and still informative.

Pic3

Using this method can double or even triple the regular amount of engagement by focusing on different parts of the post. Restating the thesis of the article can even improve engagement and shed further light on your audience and what they react to best.

Pic4

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Although these are essentially the same post, the later post provided better overall traffic. In the end, we see that we can increase our engagement by simply reusing our already existing content. By thinking green when posting to social outlets we can reduce, reuse, and recycle the amount of work we do. It is always better to work smarter than harder.

Written By: Adam Figgat

I am fully aware of the irony of this post. I’m using existing content to write about reusing already existing content… this is what I refer to as “content-ception”. Something I would like to think that Christopher Nolan would be proud of. A major shout out goes to @bellebethcooper at Buffer for sharing this information. The link to the official article is http://blog.bufferapp.com/the-case-for-reposting-content

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