♻️ Why I encourage clients to repost old content

I had a conversation with a coaching client recently about reposting old content.

I could see they were hesitant so I asked them what made them feel uncomfortable with the idea. They provided a few reasons:

• The audience has already seen it.

  
  

• The audience likes new stuff better.

  
  

• The algorithm (and they) prefer fresh content.

  
  

We then revisited why we were posting content at all in the first place. It came down to just two reasons: to help people, and to get clients.

With this in mind, we revisited the pros and cons of reposting old content and looked at our data. It became clear (and more comfortable!) that we absolutely should repost our old content.

Why?

There were many reasons, but the most fundamental were these:

1. Social media sites only show your post to a FRACTION of your followers.

   
   

   1. For example: each of my client’s posts is only shown to 30% of their followers on average. Don’t you think the other 70% want to see it?

      
      

2. Efficiency:

   
   

   1. Reposting content is just about the most productive thing you can do in social media marketing. You don’t have to write anything new. You know the content works. The algorithm loves good content. Just repost it.

You will get tired of what you’re saying way before your audience does.

Want to start reposting old content? This is a good guide on how to do it right.

I shared this in my Work Smart Wednesday newsletter. Want the full set of related insights? You can read them here: https://worksmartwednesday.substack.com/p/work-smart-wednesday-december-6-2023

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