Page 60 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

posted as new people look for the content.
And that is exactly what I did. I could see that my “Unfollow” post was

popular, evergreen content that people enjoyed, so I tweeted the link out to my
audience about once a month. And each time I did, it received more comments
and social shares. A lot more!

This is an obvious strategy many businesses ignore because they feel strange
about posting “old” content. But you need to view evergreen content as an
investment in an asset for your business. If you bought a new tractor for your
farm or a new truck for your plumbing business, you wouldn’t just let it sit
around not being used. An investment in content is no different. Use it!

There aren’t any hard and fast rules about sharing your most popular
evergreen content but every other month seems about right. If you have enough
of these pieces in your arsenal, you can build an evergreen content promotion
schedule.

Bonus tip: There are WordPress plugins available to help you schedule and
re-post your most popular content for months into the future. Igniting content
with no work? I like it!

11. Determine the best posting time.
Don’t fall for blog posts with lists of the “best times to post.” The fact is that the
ultimate time to post is highly sensitive to a number of factors, and you need to
do the work to figure out the best posting schedule specific to your business and
customer base.

While a general search on the topic might lead you to believe that the best
day to publish on LinkedIn is Wednesday or the best day to promote on
Facebook is Monday, the truth is that sharing peaks on different days in every
vertical. Here are just a few examples of sharing trends by industry:15

Publications in the automotive vertical earn the most shares on Wednesday.
General business publications see the most shares on Tuesday.
Health industry articles show peak engagement on Tuesdays and Fridays.
Food-related posts get shared the most on Mondays.
The weekends are a low point for sharing in every vertical, rarely earning
more than 9 percent of shares.

And of course you can throw all of these guidelines out the door if you’re
trying to post at times and in spaces unoccupied by competitors. I noticed that
one of my blogging friends posted every Sunday. This seemed counter-intuitive
since blog posts usually get the least amount of traction on weekends. His logic