As a social media manager, I know the importance of creating and sharing engaging content on LinkedIn. However, creating new content all the time can be time-consuming and resource-intensive. Researching, writing, editing, scheduling and promoting each article can take a long time and that’s why I always make sure to periodically recycle my content on LinkedIn.
That might sound a little strange. Surely, its best to always have fresh content? Not necessarily, recycling is about reaching new people, using different phrasing or targeting a new audience. This is particular important for content known as ‘evergreen’ – content will be informative and useful, no matter the current trend.
What is content recycling?
Recycling content on LinkedIn means republishing or re-posting content that’s already previously been shared on the platform. This can be anything from LinkedIn posts, to blog posts to videos and articles. The goal is to reach a new audience, increase engagement, and drive more traffic to my website.
Evidence for recycling content
What are the best practices for recycling content?
One of the main benefits of recycling content on LinkedIn is that I can reach a new audience. According to experts, repurposing old content can lead more social shares and an increases in website traffic. Even if I’ve shared my content previously, there is a good chance that not everyone in my target audience saw it. By republishing or re-posting the content, I can reach a new audience and potentially generate new leads.
Another benefit of recycling content on LinkedIn is that it helps me increase engagement. On Seenly’s LinkedIn channel, we’ve observed that recycled content generates similar engagement to original content (if we wait a sufficient amount of time between posts). By republishing or re-posting content, we remind our audience of the value that we provide and encourage them to interact again and again.
When we recycle content, we make sure to keep the timing in mind. We recommend waiting a few months between re-posting the same content, to avoid overwhelming your audience and to give time for the post to be considered “new” again. We also update the post’s title, description, and even add new information to make it more relevant.
Finally, its important to use the right tools. This helps us to save time and effort, and ensures that ourcontent reaches the right audience when it needs to.
How to recycle content with Seenly
Recycling content with Seenly is easy! Just remember that LinkedIn does not like duplicated content – make sure you switch things up a bit with rewrites.
First, find some content that you might like to re-use. A great way to do this is to look at Seenly’s analytics module and find one of the previous high performers.
Alternatively, check the calendar view which contains all the previously created content. To recycle a post, click the elipsis button (three horizontal dots) on the top right hand side of the post.
Then, a post edit modal will pop up. With this, you can edit the content and reschedule a new time for the post.
In the post modal section, you can also choose to post your content to other socials e.g Twitter, Mastodon or Facebook. Maybe your post is better suited to a different audience on a new platform.
Finally, click the ‘Create post’ button to confirm and schedule your content. You can also set up new ‘After Publish’ actions, for improved engagement. ‘After Publish’ actions include automated comments, likes and shares and operate through LinkedIn approved APIs. You can only trigger these automated actions through verified, genuine, human accounts.
Quick editing with ChatGPT
With new and improved AI comes the possibility to greatly improve the efficiency of your workflow. A great tip is to use the new ChatGPT AI to edit or reformulate your content. When working with ChatGPT we provide specific prompts specifying style, length or other additions; its a great way to quickly recycle content without the large time commitment.
Give it a try and supercharge your content pipeline!
Recycling content on LinkedIn is an effective strategy for reaching a new audience, increasing engagement, and driving more traffic to my website. By keeping in mind to recycle content with time, and using the right tools to schedule everything, I can maximize the impact of my content and reach a new audience without thinking of something completely new. This is particular important for maintaining consistency with a steady stream of posts for my audience.
Studies have shown that re-posting old content can lead to a significant increase in social shares and website traffic, as well as engagement. So, don’t neglect the possibility of recycling – re-use the great stuff that you’ve already written!