Wednesday, June 10, 2015

Catch-up posts: 4 effective ways to get your content seen

Those of us who grew up in the heyday of television came to hate sumer rerun season. Everyone was presumed to be on vacation, outdoors, or otherwise unavailable to watch the set that was, indeed, set in one place, unlike today's many viewing options.

But in social media, there's a strong case to be made for repeating your content...with care and curation in mind. Content sources from major news media outlets to amateur bloggers are using the tactic to good effect. Here are four effective "repeater" ideas I use for my social posts, and see others using:
  1. Reposts for the weekend warrior: You may do all your social posts during your work hours from Monday to Friday. But most users crowd those sites on the weekends, regardless of what you're posting--that's when they have time. This is a great time to repeat your top posts from the week, perhaps with a note about which were especially well-read, or adding a new fact for context. I have lots of dedicated followers who like, favorite, and share my posts only on the weekend, so I like to make it easier for them to do that. But do give those repeat posts some variety, rewriting tweets and varying the post content. All Facebook looks at scheduling tweets--which I do for my weekend reposts--and notes that it can help strengthen your brand voice. I find that to be especially true on repeat posts, which need to stand alone and not repeat entirely, even if they are sharing the same link.
  2. If you're sharing lots of content on one social network, summarize it on another network: News flash: Most followers choose one network on which to follow you. I've been lucky enough to have some correspond with me to find out which one "has everything." For me, that answer is my blogs. But I post different things to @dontgetcaught on Twitter, so those are curated for the blog's popular weekend read on Fridays. In the same way, I draw from posts on The Eloquent Woman page on Facebook, collecting them on Mondays in The Eloquent Woman's weekly speaker toolkit. It's an easy way to recycle and share content your readers might otherwise miss...and helps keep the blog populated with an anchor feature.
  3. Catch new readers up with posts from the vault: News flash number two: No one's really going all the way through your archive. Consider reviving and updating old posts "from the vault," and add an editor's note to explain what may have changed. Be sure to include a link to your original post. You can schedule these throughout the year, or do as some bloggers do and make them the focus of a vacation week. Just label them appropriately.
  4. Find occasions to re-share posts: Here's where a knowledge of history, holidays, and birthdays can stand you in good stead. I have close to 200 famous speeches by women of today and yesterday in The Eloquent Woman's Index of Famous Speeches by Women. I've had my assistant put the birthdates of the women in the Index into my calendar, and we create reposts of the posts about their famous speeches on their birthdays. I share those on Facebook and on Twitter. You could do the same with important dates in history (use the #onthisday hashtag) or on particular holidays. For holidays, birthdays of the famous, or dates in history, consult Chase's Calendar of Events, the most comprehensive listing.
(Creative Commons licensed photo by Thomas Hawk)

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