Fact: Content marketers could be doing much more with their content. Way too many of us just publish, promote our content only briefly (if at all), and then move on to the next piece. We don’t republish our content. We don’t repurpose our content. Do you even re-share your content on social media? We know that less than half of us do.
34% of us, to be exact. According to research from Scoop.it, only 34% of content marketers re-share their content multiple times on social media.
Here’s another stat for you, just to back up these assertions: According to Curata’s 2016 Content Marketing Staffing and Tactics Study, only 21% ― about one in five ― content marketers have a specific process in place to optimize their content reuse and repurposing.
Here’s the kicker: Among leading content marketing companies, that figure jumps to 29%.
In other words, successful content marketers are 38% more likely to re-share their content than regular ones.
Here’s the thing, we all want a better return on investment from our content marketing. But that often feels like elusive goal. Heck, even tracking ROI from content marketing seems to be an elusive goal, much less getting a positive ROI.
Only 49% of B2B content marketers are measuring return on investment, even at the first stage of their sales funnel, where they generate leads and build an audience.
According to our own sources, it may be even worse: We found that 78% of all marketers struggle with content marketing ROI. But don’t despair! There’s hope for us all.
Re-using your content = improved ROI!
Publishing a piece of content and then doing so little with it afterward means you’re missing out on most of the traffic and conversions it could generate. It’s like the content version of buying a piece of clothing and wearing it just once.
Given that we’re getting so little mileage out of the content we publish, is it any wonder so many marketers struggle with getting a positive return on investment from their content marketing ― even if they can measure it?
There’s an upside here, though. It’s a good one, too.
If we can get more mileage out of all the expensive content we create, ROI has to go up.
In other words, re-using your content will improve your entire content marketing program’s ROI.
Now, there are plenty of ways to re-use content. We’ve talked about how to reformat blog posts in other posts. We’ve also talked about republishing content. Those are both excellent tactics, but there’s a great way to re-use content that’s even simpler.
You just need to re-share your content on social media.
Here’s why this works so well, and why you need to be adding this tactic to your work … immediately.
1. Every time you re-share content on social media, it gets more traffic.
Witness the results from this case study by Mark Traphagen of Stone Temple Consulting:
Every time Stone Temple tweeted about this post, they got more traffic.
We don’t have the y-axis from this graph, but if we just crudely measure the first tweet compared to the second, third, and fourth tweets, we see that Stone Temple got about 150% more traffic from those later tweets.
Would you not like 150% more traffic to your content?
If you’re managing your site correctly, that 150% more traffic should translate into more conversions, more leads, and more revenue. Maybe even 150% more revenue.
The second part of the research Mark did about this was nearly as interesting:
“I sampled the Twitter shares of 30 different people who were both regular bloggers and regular Twitter users. I took note when they shared one of their own blog posts for the first time on Twitter. Then I monitored their tweets for 30 days. I found that 80% of those people never shared their own content again after the first time.”
I believe that’s about the third stat we’ve mentioned that shows only about 20-30% of content marketers re-sharing their content. The different studies are surprisingly consistent.
2. Re-sharing your content costs next to nothing
If you’re using one of the re-sharing tools like Hiplay or MeetEdgar, it takes just 3-5 clicks to add a post to a content library that gets re-shared randomly and automatically. Many other social media management or marketing automation tools also offer re-sharing features, too.
Don’t say you can’t afford this, either. Hiplay costs $5 a month. Even shoestring budgets can handle that.
It’s not the only re-sharing tool around, though. Buffer (which costs $10 a month) lets you pick posts to re-share. Though you do have to pick what to re-share manually.
Still, it takes barely five minutes of work to review your social media feed from the last few days, pick about 10-20% of what you’ve posted, and just click a few times to re-queue those shares.
Not only is this getting more exposure for your content, but it’s also saving you time by keeping your social media feeds full.
Which brings us to #3:
3. Re-sharing your content means you have to spend less time filling up your social media queues
Let’s face it: Finding and preparing first-rate content to share with a social media audience takes time. Lots of time.
There are services like Quuu that can find and post some content for you automatically, but it’s really best to view those as a supplemental service ― not your entire social media queue.
And you can and should also re-share other people’s content. But re-sharing your own content, as mentioned above, takes away some of that work. It may end up saving you several hours a week.
4. More of your audience will see your content.
Worried your audience will get bored if they see the same pieces of content more than once?
I have bad news. They probably never saw your content the first time it was posted.
Here’s why: The average lifespan of a tweet is 15 minutes or less. Average Facebook reach is around 6%.
Only a very small portion of our audiences is seeing our content every time we share.
Which means you could share the same thing several times ― even many times ― without anyone ever noticing.
Still worried about this? Think some curmudgeon in your following will squawk? Then just create a couple different formats for each share. Swap images, for example. Change the description a bit. Use different hashtags.
Just don’t feel bad about filling up those queues with “oldie but goodie” content.
We recommend re-sharing your content on social media at least once a week after publication, for up to a year after publication.
5. Re-sharing your content on social media is incredibly easy to do
There are plenty of best practices in marketing. Some are easier to do than others.
Re-sharing has to be one of the easiest best practices to execute.
It takes just a few clicks to add your old posts to a re-sharing library, if you’re using the right tools.
And even if you aren’t using one of the dedicated re-sharing tools, almost any social media management tool lets you repost old posts with just a click or two.
Getting back to the ROI mindset, this is a fantastic return for barely a few seconds’ worth of work.
Re-sharing your content is a free way to increase its ROI, get more traffic, and save time. And it’s practically free.
So why aren’t you doing this?
We marketers need every edge we can get. Especially if those edges can be had for very little work, very little time, and very little money.
When you re-share your content on social media, it hits all three of those sweet spots. It’s a no-brainer. So please, go do it. Now.
Back to you
I bet you’re already re-sharing your content, right? If so, leave a comment and tell us how it’s working. And please reveal any tricks you’ve learned to make it more effective.