Increasing Reach by Re-Sharing: Practical Tips to Recycle, Renew, and Refresh Content

A fairly successful blog that has been live for about three years will most likely have about 250 posts and have shared content onto their social media account thousands of times.
People work hard on the content of their blog posts, and it sure seems like a total waste to disregard it after it has been seen and shared only a couple of times. Much like a work of art, the creator should be able to make a gallery of their posts. Re-sharing content is the best way of making sure that the content that you worked so hard to do will be seen by as many people as possible. Millions and millions of people search the World Wide Web each day. There will always be someone who will find your content new and refreshing.
In the ever-changing world of social media, it is important to build a solid foundation for perpetual content that is shared again and again. Any internet marketing specialist acknowledges this as part of a good social media strategy.
One problem that people see about sharing content is one big misconception: re-sharing content is a spammy tactic. However, there are ways to re-share content responsibly.
What are the benefits of re-sharing content? It actually does two important things for your brand: (1) it spreads your content to as many readers as possible at optimal times, which means it is shared at a strategic time when the target audience will most likely read and respond to it; and (2) gives you more to establish an authentic, real-time social interaction with your social media clients.
Benefits of Re-Sharing for SEO

Re-sharing is beneficial for SEO as well. This is because the more people engage with a post or blog, the better your site will rank in search engines.
Big brands are successful because they re-share their content without even tweaking content. They do so simply because it gets results and doubles in value. Social sharing positively impacts SEO. On the other hand, social engagement is more valuable. Quality content will only be effective if it yields engagement. Exposing your content to social media through re-sharing will increase your chances of social engagement.
Re-sharing content should be done right. Here are 4 strategies that successful marketers do to re-share content:

1) Do a make-over and give old posts a brand-new, fresh look.

The old posts that you have published five years ago may be given a fresh, new look and may still gather enough traffic if it is deemed relevant and valuable to readers. Take stock of your old posts and choose the ones that had picked up the most organic traffic. These posts can be re-hashed and made-over to reach a new set of audiences.
Some ways to refresh an old post is to update facts and information about the topic, change the headline, check grammar and spelling, refresh links and images, and updated social media links. This make-over saves time versus writing a brand new post. There will always be thousands of followers who haven’t read the post since it was originally published. Choose evergreen posts that have done well, those that have garnered lots of organic traffic.

2) Find out your reader’s sweet spot by refurbishing and repackaging content over and over.
Find the sweet spot that gets people to actually read your blog post, find the post very useful and valuable, and share it in their own social media accounts. Use the best parts of a post and repackage the content with a brand new focus. Fix the content and share. You can even re-package content to reach a brand new set of audiences, which is always an exciting thing.

3) Reach and test various audiences and get feedback on your content.
Not only should content be varied, made-over, and refurbished, but you should also vary how you share content on social media. You can use the same content but choose two different angles based on interest or focus.  They may all go to the same content, but promoting it targets different types of individuals who might find certain bits and pieces of the article particularly interesting to them.

4) Be practical: Automate the re-sharing process.
Although social media automation is by no means a substitute for hands-on engagement and content creation, it is more practical and time-efficient to automate the re-sharing process.

One important aspect of your content marketing strategy is sharing content responsibly. Make sure that you follow the guidelines and create quality content regularly.  Studies show that re-sharing content gets more clicks, generates more traffic, and yields better SEO results.