I’m always on the lookout for ways to help school marketers save time, and what could help you out more than recycling content using multiple social media posting schedules?
Some school marketers are against the idea of resharing their content on social media. Their position is that, in order to be the most relevant and convincing, you need to post only original content. And it does seem like resharing the same content will drive followers away or even lead to penalties imposed by social network algorithms. But is that assumption really true?
What the Industry Data Shows
The facts tell a different story. Sharing posts – even the exact same content – multiple times is an effective way to make sure your followers see your content – and is a time saver to boot! CoSchedule, a leader in the social media publishing community, conducted research and found that it takes, on average, twelve social media touch points for people to convert on a single message. That included clicks, comments and shares. People need to see the same message repeatedly before they engage with it.
Keeping your social media networks updated can be a daunting task, especially if you maintain a heavy posting schedule. Of course, use common sense and don’t repost in a way that you wouldn’t like. No one wants to be spammed so make sure you are offering real value to your audience.
Six Reasons to Repost Your Content on Social Media
There are six key reasons resharing content multiple times is a good idea.
Not everyone is going to see your content the first time it’s posted.
The vast majority of your audience are focused on their news feeds. So unless you are paying to promote your content, it is likely they will not see your content on a regular basis. It’s very easy for your posts to get lost with the plethora of content out there. Posting multiple times increases the likelihood that your followers will actually see your content.
Resharing content on social media increases engagement.
Co-Schedule found that sharing the same social post multiple times increased their click-through rate by 192%. Wow.
Buffer, another social media scheduling leader found similar results when they conducted their own research. They saw a 75% increase in traffic each time they retweeted the same piece of content.
Posting content multiple times generates more traffic to your website or landing pages.
Recycling content is the best way to drive more traffic to your website on a continual basis. The more often you share, the more traffic you will generate.
Recycling content is a great way to reach new followers.
A lot of the content you generate is going to be relevant for months after you create it. But if you’re not recycling the content, your new followers might never see it. So even if you’re reposting content that’s, let’s say six months old, your new followers will be seeing it for the first time.
Resharing content is a great way to test your content.
By reposting content multiple times to multiple networks, you will be able to determine to which topics and writing approaches your families respond best. If you only run a particular piece of content once, your sample size is likely to be too small to really get a good picture of the performance of the content.
Resharing is a good time to hit multiple schedules
Most of the families you are targeting have very busy schedules. Spreading your postings across various time slots will help you better determine the best times for you audience – and increases the likelihood your content will be seen by more people.
How to Set Up Multiple Social Media Schedules
What is the best practice for setting up a regular social media publishing schedule?
First of all, consider recycling your content in various formats. For example, you could post:
- Your headline as your content
- Turn your content into an interesting quote
- Create an infographic to convey statistics
- Use different aspects of your content as the spotlight in different posts.
- Use different images to highlight the same topic.
The goal is to create various marketing messages and an interesting mix to avoid boredom or repetition exhaustion.
Secondly, create a posting schedule that lays out how you will publish your content on multiple networks. Here is an example of a posting schedule template that can be adjusted according to your needs.
Thirdly, take the time to view the analytics of your best performers, especially the content that has the most shares. Using these posts, re-schedule your best posts using your social posting schedule.
Also consider that some social networks, like Twitter, are more amenable to a heavier posting schedule than other networks.
Recycling /resharing content on social media is a no-brainer. If you are creating content that isn’t time sensitive and you want to get it in front of as many eyes as possible, resharing using a multiple posting schedule will save you time, increase your traffic and engagement rates, and ensure that more people see your content. However, be careful to not promote your content in a way that feels spammy.
Build up a strong library of content and you will always have a pipeline full of recyclable content that is ready to go. Taking the time to set up a multiple social media posting schedule will pay huge dividends in terms of growing your audience, increasing engagement and driving traffic to your website.
Do you recycle / reshare content using a multiple social media schedule? What advice can you share about reposting content on social media with the rest of the school marketing community?
Also published on Medium.