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Jun 02 2015
The idea is that usually when we create a piece of content – a blog post, infographic, video, etc – we promote it immediately, and maybe even have a plan to promote it over the next month or so.
Since we pay attention to EVERY SINGLE POST we make on social media, we are also hyper sensitive to reposting content. The reality is that most people don’t notice every post – they only see a small fraction of your posts, and they have a short memory. Can you remember a post you read last week from a brand?
Repromoting content takes advantage of the fact that not everyone sees every post, or remembers seeing every post. The idea is that for your BEST EVERGREEN content you want to repromote the content to get as much bang for your buck and to increase your ROI (return on investment).
Repromoting is basically promoting content beyond the initial push when you launch it – continue to promote your best content for as long as it is relevant.
When you create a great piece of content you probably promote it through a variety of social and digital channels – on your website, blog, and social networks. Once the initial buzz has worn off promote it again.
Look at your promotion channels and as appropriate repromote your content.
For example, when you initially post a blog you probably announce it and post about it on Facebook, Twitter, Pinterest and LinkedIn. If the content does well, build a repromotion plan. Post it again once a month on every channel BUT WITH DIFFERENT TEXT/HEADLINES. For example, if I was repromoting this post, the first time I promote it I’ll use the headline. The next time I talk about it I might use the text “Are you getting the most from your content? Learn how to grow your ROI”. By changing the text each time I repromote the content, it is less likely to appear as “duplicate content” from my fans.
This is a tricky question because the answer is “it depends”. It depends on how often you post and how likely it is that your fans will feel like you are repeating content.
The key to success is that it shouldn’t be obvious to your fans. I try to repromote each piece about once or twice a month.
Build repromotion into your content plan. Make sure it is systematic – don’t rely on remembering to do it – plan for it.
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