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Reach a wider audience by repurposing your content on Twitter

One major hurdle financial advisory businesses face when starting out with a social media marketing plan is coming up with great content, over and over again. Because of the real-time and always-on nature of Twitter and other social networks, there’s a lot of pressure for firms to provide consistently valuable information to their audience, day in, day out.

This can lead to content fatigue and, eventually, giving up on social media altogether.

One way you can avoid burning out is by repurposing your content on Twitter. You don’t have to come up with brilliant tweets that entice your audience over to your blog or landing page – you already have these tweets. It’s just a matter of unlocking them from the content you’ve created elsewhere.

Here are three tips for repurposing content on Twitter so you can reach a wider audience with assets you already own:

1. Time it right
As with anything you post to Twitter, timing is everything when repurposing content.

Say you have a blog post that you just published. Chances are you’ll want to tweet it out (using unique wording, of course) right away. But, in all likelihood, that tweet won’t reach your entire audience. Some will be sleeping, some will be on Facebook and others just simply won’t be paying attention.

So, you’ll want to tweet out that blog post again a few hours or days later. But when? And how often?

When repurposing content, it’s crucial that you walk the fine line between inundating your audience with too many self-promotional tweets and not having your tweets show up on their radar at all.

To do this, use a scheduling tool like Buffer or HootSuite, and pre-write several unique tweets that repurpose a single piece of content. Schedule these tweets at least two or three hours apart, and do not promote the same piece of content for more than a few days. You’ll also want to make sure that you’re tweeting other types of content in between this repurposed content. Watch how your audience responds, and increase or decrease the frequency of tweets accordingly.

2. Choose the right content
So now that you know how to repurpose content, you’ve got to determine exactly what content to repurpose.

Not all content is created equally, especially when sharing it on Twitter. For instance, real-time information is great, but only when shared in real-time. If you wrote a blog article commenting on a time-sensitive event or news item, it’s probably not that valuable to your audience if you share it a week later.

Instead, you want to choose evergreen content for your repurposing. This is the type of content that retains its value long after it’s been published. Think tips, opinion pieces or industry insights here.

In addition to being evergreen, the content you choose to repurpose on Twitter should work toward your brand’s goals. Why are you repurposing content? Is it to drive traffic to your blog? Try repurposing archived posts and guest posts. Is it to get new clients? Maybe you’ll want to consider reviving an old landing page.

3. Make an editorial calendar
Lastly, the best content marketers use editorial calendars to keep all of their activity – across all social media, not just Twitter – in order.

Setting up an editorial calendar is something that is helpful for organisations of all sizes. It ensures that all team members know when repurposed content is going live, and it can even be a great place to brainstorm new headlines and the rewording of tweets.

Paul Bearman, Senior Editor, Goldmine Media

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