What’s a mistake that many law firms and business professionals make on LinkedIn?

They take the time to create a great post and then they never post it again. I call this “one and done.”

This is a huge mistake. Why? Because most people will never see your post and even those who do won’t remember it.

Also, not everyone who is following you now on LinkedIn or currently reading your blog was reading your them months or years ago, And even if they were, it also doesn’t mean they saw every single piece of content you published.

Reposting your top-performing posts will help increase the visibility of your content.

Too often we make the mistake of publishing content, promoting it and moving on from it forever. You don’t actually need to constantly create new content.

The thought behind social media resharing is that the more content you are putting out (without overwhelming your audience), the more chances you get to gain brand visibility when your users are online.

They will help you capture a new audience as well as reinforce your messaging with your current followers. I promise they won’t remember that you posted it in the past.

Keep a record of your top-performing posts in your editorial calendar – I wait 3-6 months between reposting a piece of content. I may make slight tweaks to it, like changing up the image, the first line of text or the hashtags, but for the most part, the bulk of the content remains the same.

For every blog post you write or video or podcast you create, consider additional ideas for promoting it on social media beyond the original format. For example, take a quote from your content and repurpose it into a share-friendly image via Canva. You can easily change up the image of a post with Canva – which I highly recommend that you learn how to use.

This is how you make your content work harder and smarter for you.

By reposting your evergreen content, you will always have something to post on your social media accounts.