When you create content for your blog, you put in time and effort into each article including writing the content, producing or finding graphics, and managing any time and resources you’re using to make it happen. So, you’ll want to attract more visibility for every article you produce to get the most out of your work. While you wait for others to arrive at your post via Google, Yahoo and Bing, you can also use Social Media to accelerate that traffic.
Let’s take Twitter as an example: at this point, it is now conventional wisdom that you should be tweeting about your blog article more than once. In fact, there are already quite a few opinions on how many times and how often to tweet about your blog like this one, this one and even this one from Guy Kawasaki, the Twitter guru, himself. The primary reason for this is to expose that blog post to people who are on Twitter at different periods of time thereby driving more overall traffic to your post over time. But even these recommendations only extend for a month or two.
So, what happens to your blog article after a month? Is the content of that article no longer valid or useful to your audience? Is it really stale after only one month or does it actually take six months, a year, or maybe even two years before the content is no longer relevant? Why would you only tweet about it for a month if it can still offer value to someone long beyond that period of time? What do you think would happen if you tweeted about it for even longer than a month (or two)? By extending your tweets you could also be:
- exposing that blog article to anyone new to your audience (new Twitter users, new followers, new hashtag followers – if you’re using hashtags – aka new users interested in the topics you’re tweeting about… we could keep going)
- giving that blog article a chance to rise back up to the surface after it’s been buried under the other subsequent blog articles.
- driving more overall traffic to your site as you tweet about old AND new entries in the same time periods.
Similarly, you may want to also want to share your blog article several times with your LinkedIn and Facebook audiences. Depending on your audience, the times and frequency you’ll want to share your articles will vary, but we’ll save that for another insight.
So, dust off those older blog articles (the ones whose content shelf life hasn’t quite yet expired) and start sharing them again with your current audiences. If previously you mentioned it as a new article, try a new angle to your Tweet or LinkedIn post, like, “Did you see the article that we wrote about extended Tweets for your Blog?”. When you connect with someone new from one of these posts, tell us about it!