Keeping your social media networks updated with fresh content can be a difficult task, especially if you maintain a heavy posting schedule or cater to international markets. Knowing that content is king, one of the easiest ways to combat this task is by recycling your old content. While it would be great to be able to sit down and write fresh, amazing content every day, whether you're a business owner or an agency, that's not the only task on your plate each and every day, which is why content recycling is so important. That said, here are the main benefits of recycling content and why you need to incorporate this into your social media strategy now:
1. Not everyone is going to see your content the first time it's posted. The vast majority of your followers are likely reading your content in their feed each day. They are not visiting your social media pages multiple times a day to see what you're posting. So if you posted content at 9 am and some of your followers aren't checking their feeds until after work at 6 or 7 pm, chances are they aren't going to see what you posted. It's very easy for your posts to get lost, so reposting content, especially if you need to hit multiple time zones or international markets, is the way to go.
2. Generate more traffic to your website. Recycling content is probably the easiest way to drive more traffic to your website on a continual website. The more you share content, the more engagement it gets. Take a look:
3. Reach your new followers. A lot of the content you create is still going to be relevant months after you create it. But if you're not recycling that content, the chances of your new followers seeing it are slim to none. So even if you're reposting content that's, say 6 months old, your new followers will be seeing it for the first time and getting value out of it.
4. Recycling content is a great way to test copy. By reposting content multiple times to your various social networks, you are able to test out different writing approaches to see which your specific niche responds best to. You'll find your niche responds to particular tones better than others. For example, positive, funny, serious, etc. If you were to try testing out different approaches by posting content only once, only a small sample of your followers would see the content and your analytics would be significantly skewed.
Recycling content is, to be blunt, a no brainer. If you are creating content that is valuable and isn't time sensitive (you don't want to recycle a promotion weeks after it's ended), then you need to get it in front of as many eyes as possible. However, at the same time, you need to be sensible and not recycle content to the point where you become a spammer. Every piece of content has a shelf life and you may decide after posting it, say, 5 or 6 times (spread out, of course, and not multiple times back-to-back days) that it's time to put it into retirement for awhile. But if you build up a strong library of content, you will always have a pipeline full of recyclable content ready to go that will pay huge dividends in driving both engagements on your social media networks and traffic to your website.