One of the ways I try to stay active on social media is by promoting past projects, products, and blog content. My brand has grown tremendously over the past couple of months, and not everyone has followed along with me since the beginning (obviously). By promoting that past content, I’m sharing relevant articles with my growing audience; I’m not only maintaining a consistent and informative brand identity but am also optimizing my previous content.
Do You Know What You Have?
I have published over 200 blog posts and almost hundred portfolio entries to this site. Can I easily remember all of them? Kind of. At the beginning of February, I used Export to Excel plugin to create a list of blog posts, projects, and downloads. I then created a master list of type and name to use in my editorial calendar. As I plugin a post or project into the editorial calendar, I cross it out (already republished).
Are You Ashamed of What You Have?
Before I started my brand audit, my individual post graphics, and portfolio entries were all over the place. Part of my brand audit involved going through previously published content, cleaning up the text and the graphics. This process was time-intensive, but with the working list of what I had, I was easily able to do chunks at a time. If I deleted anything, I made sure I set up a proper redirect using Yoast Premium SEO. In my opinion, it is better to fix what you have then deleted it. You spent time and effort creating it. No harm in editing to improve it!
How Can You Align Content on a Weekly Basis?
I first plan my posts for the week. Each week has one main post topic related to blogging that I use as an “anchor post.” I then fill in the following content – two archive posts, one project, one resource, and one premade blog shop item. This arrangement has worked best for me. It ensures that I have something on social media each day of the week, and it showcases the breadth of my content – projects, resources, and blog posts. For the archive post, I always try to make one of them technical based, i.e. WordPress or SEO. Those posts are not as attractive on social media, but they are the most helpful to potential clients and customers.
By selecting past content that aligns with the anchor post, I generate a theme for the week. This theme is then communicated throughout social media. Some weeks are better than others, but it is the goal that I’m going for!
What Platforms Do You Want to Share This Content?
After examining my social media metrics, I decided to focus on resharing this archive content on Facebook, Twitter, and Google+. I will share the posts using Coschedule (my favorite tool for scheduling anything). I set it up to schedule at optimal times throughout the day. These two platforms allow for discussions and seem to be more informative than Instagram and Snapchat.
Instagram only focuses on new projects, blog posts, and products. When I get settled in our new place (around the end of April), I plan to do more on Periscope and Snapchat (@whiteoakcreativ). Similar to Instagram, these platforms will focus more on new content.
As for Pinterest, I also use this editorial calendar to repin pins. I try to clean up my Pinterest board every two months or once a quarter. To add new pins to my cue, I use my editorial calendar to make sure I’m repinning!
What Is Your System For Promoting Past Content?
I organize everything using two different tools. First, I have my Master List that I mentioned above. It includes all of my content, and I highlight/cross out things that I have published. I keep this piece of paper in my planner. In my planner, I write down what content should be published. When I have it scheduled, I cross it out.
My schedule for the different types of content follows the same weekly structure. I have remembered this, so it is easy to implement. Sometimes I change it up from week to week if the theme of the content works better that way.
Regarding promoting the content, as I schedule it, I do a look-over, and then I use CoSchedule to schedule it during the week. I then add the graphics to Tailwind. Once those two components are completed, I can then cross it out of the calendar.
The Benefits of Scheduling Past Content
Scheduling past content using an editorial content helps your brand in the following ways:
- Active Social Media Influencer: Whether a blogger or business, it is imperative that you stay active and engaged on social media. We all have a lot on our plate. While generating new content each day is not a reality, promoting content each day can be. Remember, not everyone has followed you from the beginning, and other people might benefit from your past content.
- Demonstrates Consistency in Messaging: When you set up a theme for your previous content, you are demonstrating expertise, authority, and intention. All three characteristics are essential to creating a strong brand identity.
- Maximize the Potential of Previously Published Content: Those photo shoots, writing those recipes, promoting that content, all for a day of content, I think not! If you are generating high-quality content, those posts should be valuable to your readers regardless of when you published them. I regularly find myself referencing past posts to clients, customers, and others!
Remember that nothing goes as well as when it is planned. You might be figuring out what editorial calendar works for you, but be intentional about it. You will have a better idea of what is working and doesn’t work if you are deliberate in your approach!
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