First of all, let’s see what kind of benefits you can get from reposting your content many times.
1. More traffic
The first, and maybe most obvious, reason to share your content more than once is to drive more traffic that the first share.
With each ensuing Tweet of an existing blog post, Tom noticed that he got around 75% as many Retweets as the time before.
What was really exciting here is that even though he got more Retweets each time, this was directly proportionate to the number he got initially.
This graph shows the average number of Retweets Tom got the first time he Tweeted, and the second.
He found that the blog posts that only got Retweeted a couple of times on average when he first shared them only got a couple of Retweets the second time, as well.
Blog posts that were at first Retweeted a lot, however, got quite a few Retweets when he shared them again, as well.
2. Hit various time zones
Guy Kawasaki is known for posting the same content many times, and one reason he advocates doing this is to reach your followers in different time zones. He’s found that this increases the traffic to his content, particularly when tweets the same link several times:
The reason for repeated tweets is to exploit traffic and therefore advertising sales. I’ve found that each tweet gets approximately the same amount of click throughs.
Even if you only Tweet the similar thing a couple of times, if you spread out your Tweets (or Facebook posts, or updates on other social networks), you’ll be able to reach more people who might have otherwise missed out on seeing your content.
3. Arrive at your new followers
Something we’ve noticed at Buffer is that a lot of our posts are still applicable months after we publish them. The other thing that changes after we publish a post is that more people follow us on social networks, so if we repost content from our blog that’s six months old, many of our followers will be as it for the first time, so they’ll get value out of it even though it’s old content.
You can use a tool like Twitter Counter to track your follower growth, so you know when it’s a good time to repost some of your older content.
Making it work
If you want to try this out on your own satisfied, here are some things that have worked well for us at Buffer.
Make sure to reframe the content each time
Something we try to do each time we post a part of content is to slightly reframe it so we’re not just repeating ourselves.
Test dissimilar headlines
Since we post the same content to twitter multiple times, we take benefit of this opportunity to test out what headline works best for the blog post.
Here’s how we typically run that kind of experiment:
1. Find 2 headlines for an article that you think will do well.
2. Tweet both of these headlines at roughly the same time, at least 1 hour apart. Here I’ve found that doing the 2 Tweets both in the AM or both in the PM works best – 9am is much more similar to 10am, then say 12pm is to 1pm. So going with clear “morning” or “afternoon” times is vital.
3. Compare the data for which headline to settle on.When we see a big difference in appointment on a different headline like that, we typically go back to the original post and change the title itself , so this can be a really useful learning experience for us, as well as helping us share our content with more people.
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