Don’t forget your content after it’s published. Use these strategies to reshare your content on social media to drive more traffic (and more conversions).

This template integrates several social media-related content tasks in one place:

Brainstorming reuse ideas for Web site content
Creating posts and threads for Twitter and LinkedIn
Managing your content reuse strategy over time

Content reuse template

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Why we created this template

We’ve seen many clients create content and then do nothing with it but share direct links on social media. This strategy is rarely effective. Social media algorithms view posts with direct links as “spammy” and deprioritize them in their promotion algorithms.

The strategies we outline here use a specific social media format to maximize clickthroughs:

Content is reused in a manner that makes it seem “native” to the targeted platform
Emphasis is placed on the content and providing value, encouraging engagement and reshares
Links are deferred to the end of the content (e.g., a “finisher” tweet or a comment on LinkedIn)

Using these strategies, you can repost links to the same content multiple times - as many times as your content has interesting insights. That drives both more social media engagement and more site traffic.

What you need to get started

A list of content on your site to promote
A social media scheduling tool, like Buffer

How this template works

This template contains two types of “cards”: One for Twitter and one for LinkedIn.

First, select one of the content reuse strategies from the list below. Then, fill out two cards - one for Twitter and one for LinkedIn - customizing your content to fit each platform.

Then, duplicate the cards as many times as needed to generate more social media posts. We recommend posting to Twitter at least three to five times/week and to LinkedIn at least once or twice per week.

Generate at least one month’s worth of content. Socialize your work to all stakeholders for approval before publishing.

Finally, once all stakeholders have signed off, copy the posts into your social media scheduler and set them for the appropriate dates.

Step by step: Using the social media content reuse template

Select the content to share

Start by identifying at least 10 articles on your site whose content you want to share on social media.

Plan to stair-step sharing this content across separate weeks. For example, if you share content from Post 1 on a Monday on Week 1, share new content from that post on Wednesday on Week 2.

Select a publication date

Select a strategy

Select one of the following strategies to use for your content.

Share one insight

Does your content arrive at certain conclusions based on your experience? Maybe you shared five hard-won tips for managing a DevOps pipeline, for example. Or perhaps your support team made a list of some of the top mistakes they see customers make.

Take each of these insights and break them out into individual social media posts.

Personal story

What led you to create this content? What problem did you run into that made you think it was useful to share? Tell the story that led to its creation.

Behind the scenes

Share what went into the creation of the content. How was it written? How was it researched? Who was involved? How long did it take? What was the inspiration behind it? People get hungry when you describe the ingredients in a recipe––the same thing happens here.

Data point

Share an attention-grabbing stat from your content (e.g., “an IT data breach costs a company an average of USD $4.2 million”). Build on why this is important and what can be done about it, or why it motivated you to create a unique solution to the problem.

Ask a question

State an opinion - and then ask your audience what they think. Ask them to read your content for a greater understanding of your own thinking and then provide their feedback.

Make sure to follow up by responding to the most interesting and thoughtful replies.

Post-mortem

Say you you released a piece of content a while back that did really well. How did people react? What discussions did they have? Round up what the community thought about your piece. More importantly, talk about whether it changed how you or your team think about the subject.

Create the content (Twitter)

For Twitter, compose a tweet thread consisting of at least two tweets. You can compose a thread consisting of as many tweets as you see fit, summarizing entire sections of an article in Twitter-sized doses. Create as many cells in the table as you need for thread tweets.

Tweets with images are twice as likely to be retweeted. If your article has images, include one - a screenshot or a table of statistics, for example - in the first tweet to draw additional attention.

The final tweet - the “thread finisher” - should link to the content from which the post came. Encourage readers to click through to go into greater detail on the subject.

Create the content (LinkedIn)

For LinkedIn, compose your message as a single post, up to LinkedIn’s character limit of 3,000 characters.

For the link, attach it as a comment to the thread after posting. (You may have to do this manually after posting depending on the capabilities of your social media scheduler.)

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(Having doubts? Here's a recent issue.)

Sharing insights from content on social media
Why we created this template
What you need to get started
How this template works
Step by step: Using the social media content reuse template
Select the content to share
Select a publication date
Select a strategy
Create the content (Twitter)
Create the content (LinkedIn)

Social media content reuse template

Sharing insights from content on social media