It can be exhausting trying to come up with fresh content for social media (not to mention your blog and email list) week in, week out…trust me, I get it!

However, you may or may not be aware that only a small proportion of your followers will see each post you publish on social media. What’s more, you’re hopefully attracting new followers all the time and most of your content will be brand new to them.

So, it makes sense to re-use and recycle content; not only does it take the pressure of you as a content creation machine but it also serves your crowd by giving more opportunities to benefit from the free content you’re putting out there, and that in turn makes you more visible.

Having said that, it’s really important that you recycle your content in a thoughtful way…copying and pasting the same content every week or two is likely to do you more harm than good!

Use these strategies to make the most of your social media posts…

Focus on creating evergreen content

There will be times when you want to share topical or time-sensitive content, but 80/20 is a good rule of thumb here. Aim for 80% of your content to be evergreen; that is, content that can be shared again and again.

Even evergreen content can have an expiry date, so keep a log of the content you create and stop sharing things if they’re no longer relevant.


Think carefully about how often you will re-share content

Whilst it’s true that only a small proportion of your followers will see each post you put out there, your biggest fans are likely to see more of your posts. Duplicating posts too close together could switch your followers off; at best they may become blind to your posts, at worst they might unfollow you altogether.

Don’t copy and paste

This is a good rule of thumb for all social media platforms, but it’s particularly important on Facebook because copied Facebook posts tend to get a lower organic reach.

Use Publishing Tools on your Facebook Page to search for previous versions of your post. Then pick out the version that performed the best and think carefully about how you could reword it and, ideally, make it even better.

Put a fresh spin on things

You can share the same content again and still add value to those followers that have seen it before by putting a fresh slant on it.

Has something changed since the last post? Have you gained a new perspective? Can you add a comment that makes it easier to understand?

Present the same content in a different way

Different people consume information in different ways. What’s more, sometimes people need to hear or see the same message but presented in different ways for it to sink it.

Every time you produce a piece of content, ask yourself how you could present it in a different form. Could you turn a blog into a podcast? Could you turn a top tip into an image? Could you explain a process in a video tutorial? The possibilities are endless, which is why I like to use Trello to keep track of my content and my plans to repurpose it.

Hopefully by now you can see that this is not about peddling the same old thing to get out of having to create new content. It’s actually about reaching more people with your message and serving your crowd in the best possible way. It also means that you’re making the most out of every single piece of content you create!

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