Why scheduling & automation of content should be part of your content strategy.

The rise of automation

If you blog, or have a site &  want more viewers, traffic or shares or product purchases, it can be difficult to do that organically. In a social world people are using only a few channels to see everything, they don’t search the web how they used to.  There are a lot of views on getting more exposure. Some say you need to tweet on the hour, some say every half an hour, some think content is enough.  A combined approach will work the best.

I don’t have the time

If you work and blog, you can’t sustain manually tweeting every half hour, even on the hour is difficult, so scheduling will have to come in at some level.  In part one of automating content, I’ve bitched about it, but after trying it, I admit I changed my mind. I was naive.

Even people who’s blog is their job or don’t work and realistically have more time, probably haven’t got the patience to relentlessly tweet all day, 7 days a week, 24 hours a day.  If they do, they seriously need some better balance in their life.

Generating Content

It’s also pretty difficult to generate a lot of new content week in week out, sometimes blogging takes research, sometimes you just spontaneously have an idea, what you don’t have is the ability to tweet it or share it at that moment when the idea is fresh.  Sharing it once isn’t enough either, you have to share it multiple times on multiple networks to get the biggest reach possible, the best way to do this is to schedule is across the week or months via Hootsuite or similar service. Content is often still relevant so tweet it again. Don’t rely on SEO alone.

The results of my automating content experiment , showed that while my posts got more views, I lost some followers, but I also gained 20%.  I also got favourited a lot, which increases your exposure. What I learned from this was that scheduling can piss people off, but it can also engage.  Twitter can teach you about your content, make sure you pick up the queues.

As long as you aren’t dropping followers at a quicker rate than they are arriving, I guess it’s not an issue. Make sure content is different on each channel and you wont go far wrong in creating a decent following.

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