We launched a new feature that enables you to automate content sharing more dynamically. This feature can help to improve your in-house content distribution, grow engagement with social posts and drive more traffic to your website. The best part is that you can do all that with minimal additional effort.
From now on, when you schedule a recurring post, you can create a scheduling template that diversifies how frequently and how often your post is being re-shared. For example, you could set up inboundli to promote an article more frequently right after publishing and less frequently in the long term.
Why Did We Build This Feature?
Before diving into specifics about this feature, we’d like to explain why we decided to build it and put it in context with the rest of your Social Media activity in inboundli.
A lot of content that businesses create classifies as evergreen-content and can be easily reused for a year or even longer. This is why re-sharing in-house content on social media is effective – it makes each post on your blog more valuable as it brings new traffic to your website every time it’s published.
To enable content re-sharing in inboundli we introduced a feature for scheduling posts recurringly. This feature allowed you to set up the number of times to re-share a piece of content and the number of days to wait between each re-share.
However, we noticed that a single sharing pattern doesn’t address changes in distribution needs as time progresses and content becomes older – To maximize results and avoid oversharing, it’s effective to share a newly published article more frequently and reduce that frequency over time.
The new feature was built to solve this problem and to provide the flexibility that’s needed to more effectively distribute your in-house content on social media.
How Does it Work?
Most of the process remains similar to what you were familiar until now when scheduling a recurring post: You select a starting date for the first post, the time to post it, the number of times to repeat it and the number of days to wait between each repetition.
But now you will also see a new button titled “Add repeats”. This button appends a new row where you can add more repetitions and times to wait between posts. This addition enables you to build a diverse sharing pattern.
In the image above, the article will first be shared on June 22 at 3:12 PM. 7 days later it will be shared again on June 29. This will complete the first row since there are only 2 repetitions in it.
The platform will wait for 7 days after the first row has completed and the second row will begin scheduling the post which will be shared again on July 6. It will then be shared again 30 days later on August 5 and one final time after another 30 days on September 4.
Like in the screenshot above, we recommend choosing a custom time for the recurring post so it doesn’t fill up your daily content curation time slots.
Note that from now when you share content from the “My content” menu, recurring posts are turned on by default. This is because it’s important to promote in-house content as much as possible and it’s far more effective to schedule it in bulk rather than one by one.
If, for any reason, there’s a post that you would like to schedule only once, you can simply untick the “Set up a recurring post” checkbox.
In contrast to posting from the “My content” menu, third-party content and custom posts have recurring posts disabled by default. In this case, you need to tick the “Set up a recurring post” checkbox to share that content repeatedly.
Best Practices for Scheduling New Articles
Over the years we experimented with multiple patterns for newly published content. We came up with the following optimal sharing patterns for each significant social network for B2B businesses:
On Twitter
| Number of repeats | Days between posts |
|---|---|
| 2 | 3 |
| 2 | 7 |
| 2 | 14 |
| 2 | 21 |
| 10 | 30 |
On Facebook
| Number of repeats | Days between posts |
|---|---|
| 1 | 7 |
| 1 | 30 |
| 5 | 60 |
On LinkedIn
| Number of repeats | Days between posts |
|---|---|
| 1 | 7 |
| 1 | 21 |
| 1 | 30 |
| 5 | 60 |
Scheduling old content is easier and you don’t need to “Add repeats”. Simply go with the values in the last row of the tables above for each social network.
Final Thoughts
Every time you re-share in-house content to social media it drives new traffic to your blog and helps to maximize your content’s value over time. To re-share content effectively, it’s important to automate the process and plan a long time ahead.
By setting up dynamic sharing patterns in inboundli you can ensure that your newest content gets the maximum exposure and that your old posts get a second chance and are never underutilized.
