The graphic outlines a simple tactic: when you publish new content, share it on social media more than once in the hours, days and weeks aftertime, slightly adapting your message each time. Kissmetrics rightly says that the tactic can double your social media traffic.
This social schedule timeline starts from the moment you publish content and ends two months later (I call this period “aftertime”). What it doesn’t show is the time period starting the moment you know you’re going to publish something (I call this “beforetime”. Read more about it here). So here’s how the graphic should look.
Stretching the timeline
Marketing a piece of content for two months aftertime can double social media traffic. Marketing it beforetime can triple it, provided you start sharing on social early enough.
All published content is part of a longer story, one that starts as early as you want it to. By telling your story “beforetime”, you can:
- Expand the lifespan of content by days, weeks or even months
- Reach, engage and influence a larger target audience
- Start a discussion and build buzz around the story
- Appear in search results before your content is published
- Triple your social media traffic. I said so in the headline, after all.
How to do it
While this methodology works for just about any scheduled content, let’s assume you’re a blogger wanting to bring more traffic to your most important blog posts.
And to be clear: beforetime marketing isn’t always possible. If you write and publish every blog post spontaneously, you won’t be able to promote specific posts until they’re published (unless, say, you tell a story about the search for your next blog post idea).
But most bloggers, at least some of the time, have an idea of what they’re going to publish next, even if they’re not sure of the exact date or time until closer to publication. Instead of allowing those pending posts to gather dust in your notes or the back of your head, let them start working for you now.
Let’s assume you’re planning to publish a specific blog post in the next couple of weeks. It might not be your next post, but it’s an important one that you’ve already started thinking about. Here are the 5 steps you should take.
1. Establish your blog “pre-post” now
A “pre-post” is your blog post before it’s finalised, and can include as little as a working title, a one-sentence teaser and some SEO tags. Publishing a pre-post provides you with a landing page, kicking off your story and SEO immediately.
2. Add the happening to a soonfeed
Now that you have a URL for your upcoming blog post, go to Soonfeed.com and hit “Publish” to embed a soonfeed on your blog. Then add the blog post to your soonfeed so anyone can discover and get an alert when it’s published.
3. Share it on social beforetime
Schedule multiple social posts that link to your blog pre-post. The social posts should be shared between now and two hours before publication of the blog post. Refer to my “complete” social sharing schedule for guidance on timing.
4. Host a 60 min happening in realtime
Upon publication, share the new blog post and stay online for 60 minutes. That first hour is when you can expect the most social activity, so use it to reach, engage and influence users in realtime. I call this hour a “happening” online. Others call it PowerHour.
5. Share it on social aftertime
Once you’ve published the blog post and interacted with your audience in realtime, continue the story aftertime as you normally would. Schedule multiple social shares to drive more traffic to your blog post, for as long as resources and relevance allow.