In Content Creation we explored ways of creating content and leveraging this content to multiple media and platforms. We discussed the need to create ‘evergreen’ (always relevant) content and that simply posting the content once it was created was only the start of the process.

Here, we’ll discuss how we work with our Range of Motion Business Mentoring clients to schedule and automate the process of recycling this content.

It’s important to put this in context. If you post a piece of content to social media, it won’t be seen by all your followers, in fact, it will be seen by a small fraction, usually less that 10%. So (assuming these numbers), you can post the same piece of content (on average) 10 times before everyone sees it. And by following our content creation guidelines, you’ll have so many pieces of content that repeat posting content won’t be an issue.

There are some great scheduling tools out there for both Facebook and Instagram (also other platforms like LinkedIn etc). Our favourite scheduling tool is meetedgar.com.

Here’s how it works.

You go in and create a bunch of categories. Think of them like buckets. Blogs, Podcasts, YouTube videos etc.

You then make a calendar saying when you want an item from each bucket to be posted.

Then, at that time, on that day, Egdar will take an item from the bucket and post it on the Facebook page you choose. Once it’s posted every piece of content it’ll start again. It might be a good idea to wait until you have a couple of months of content before you start using Edgar so it doesn’t get repetitive – or you could follow our recommendations in Content Creation and do a bulk content creation session right away.

The only issue with Edgar (at time of writing) is that it requires you to take some action to post to Instagram. It sends your phone a push notification, then there are a few short steps you have to take for the content to post. Grum (another piece of software for social media posting to Instagram) doesn’t require these extra steps, but the content has to be repeatedly entered in to the system (unlike Edgar which recycles content automatically).

By automating the process of social media posting, you’re not only maximising distribution and optimising your branding, but you’re freeing up your time to focus on content creation, and the other more efficient uses of time that will help grow and develop your business.