All news organizations want to increase social engagement and traffic flow to their sites. Short of hiring more staff or buying followers (hint: don’t do that), the easiest way to get a boost in traffic is to post to social at untraditional times, most often overnight.
But what to post? Most news organizations’ archives are full of timely, still-relevant information that viewers would love to read. Here’s how to surface those posts.
Hare: Hi, Ren! You’ve been busy helping us fight those fake Twitter followers. What other superpowers will we learn about today?
LaForme: Hi, Kristen! I’m going to do that thing again where I’m not actually talking about just one tool and instead focus on a concept.
Much to the chagrin of a handful of our louder readers, I’ve been posting stories from our archives to social at night. Many of our older articles are incredibly relevant. Posting them at night is a great way to provide fresh-ish content to our audience and increase our traffic. And most of it does pretty well! We’ve got some good stuff in the archives.
The real problem is finding it. Mining the archives sometimes feels like roaming through the desert with a metal detector. There’s so much stuff that just doesn’t make sense to reshare.
Hare: Yes! I often think of our archives as treasures in the attic, but you do have to dig to distinguish the timeless from the (once) trendy. Do you have thoughts on how to do this?
Read more here: https://www.poynter.org/news/these-tools-will-help-you-parse-treasures-trends-your-archives