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How to Fuel Your Brand’s Social Media Pipeline by Repromoting Content

As a marketer who manages your brand’s social media profiles, you know how difficult it can be to come up with engaging posts every day. This is especially true if your brand relies on content like blog posts, infographics and videos to fuel your social media pipeline.

Some brands are lucky enough to have content marketing juggernauts of either in-house or agency professionals knocking out multiple content pieces a day. But if your brand isn’t so fortunate, you need to get creative to keep your social feeds stocked with engaging posts.

One way to generate more posts with the same amount of content is promoting each piece multiple times across social media platforms. The practice is known by many names – repurposing, reposting, etc. – but for this article, I’m just going to call it repromoting.

For the busy social media manager, repromoting offers two main benefits:

  • Provides a wealth of topics for social media posts without requiring you to create new content pieces
  • Allows you additional opportunities to promote content to audiences that didn’t see or didn’t engage with the original post

The Case for Repromoting Content

One common (and valid) argument against repromoting is your followers might be put off by seeing the same content multiple times and unfollow your brand. That scenario is troubling but very unlikely. The bigger concern is whether your followers will see your content at all.

In fact, organic reach for brands’ social media posts has been declining for years. Here’s what Social@Ogilvy found when they started looking at this trend way back in 2014:

“Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time. In 2012, Facebook famously restricted organic reach of content published from brand pages to about 16%. In December 2013, another round of changes reduced it even more. By February 2014, organic reach hovered at 6%, a decline of 49% from peak levels in October.”

The Effectiveness of Repromoting Content

Recently, I dove into one of our client’s social media performance to analyze how repromoting content was impacting engagement. We had been aggressively repromoting content on LinkedIn and Twitter since we started working with the client. I pulled the performance of the original posts and two follow-up posts for a few of their recent blogs and whitepapers. The results definitely proved our repromotion strategy was working.

On LinkedIn, follow-up posts promoting blogs led to a:
Follow-up_Post_1The data showed similar results for Twitter, where follow-up tweets promoting blogs delivered a:

Follow-up_Post_2

Tips for Repromoting Content

Before you start repromoting your content, it’s important to have a game plan to make sure you do it right. Here are some tips to guide your repromotion strategy:

Don’t copy and paste the original post.

When repromoting content, each social media post should include unique copy and creative to appeal to different members of your target audience. This allows you to accomplish two goals:

  • Deliver an original message out to audiences who didn’t see the first post.
  • Test out different copy and/or creative to reach audiences who saw the original post but didn’t find it engaging.

Be strategic with your scheduling.

When you publish your original posts on social media, plan out when the follow-up posts will go out. Consider how many follow-ups you plan to create and how much time you want to leave between posts. Then, schedule the follow-ups to go out at different times of the day and on different days of the week than the original.

Be strategic with your pacing.

Think about your brand’s typical volume of social media posts when determining the cadence of your follow-up posts. If your brand posts multiple times a day across social platforms, you can probably get away with repromoting content hours or days after the original (just make sure you have other posts sprinkled in between). If you have less volume, you may need to wait a week or more between follow-up posts.

Consider the value of the content piece.

Not all content pieces are created the same. When determining how many follow-up posts to create, consider how much value the content piece has to your target audience. A blog post regurgitating a news article from another site shouldn’t get the same number of follow-ups as an e-book that took weeks to produce.

Consider the timeliness of the content.

Most content has an expiration date. Some content pieces are rendered outdated in a matter of days, while others remain valuable for a year or more. Use the content’s shelf-life to determine how far out you can schedule follow-up posts before the content is no longer relevant.

Monitor performance and optimize accordingly.

Repromoting content on social media is a blend of art and science. It requires creative chops to craft multiple engaging messages for each content piece, along with an analytical mindset to analyze how each post performs. To make sure your repromotion strategy works, pull the performance data for each post across social platforms. If the follow-up posts aren’t delivering much engagement, it may be time to switch things up.

Get started.

Once you develop an overall repromotion strategy for your brand, start planning out posts for upcoming content and identifying older pieces that are still relevant. Now that you know how effective repromoting content can be and how to do it, there’s no time like the present to get started.

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