Sites with lots of evergreen content – content that always retains its value – are sitting on gold mines. By its nature, you can share and re-share evergreen content over and over again on your social media accounts. Evergreen posts never go out of style. And your new followers will be happy to catch up on your greatest hits.
The problem is scheduling these social media re-blasts. Digging into your archives and planning out what to repost when is another task on your plate that takes time away from writing new content.
Social Resharing Plugins
To solve this problem, several WordPress plug-in creators have devised social resharing plugins. Such plugins perform two functions:
- Share your new posts on social media on publication; and
- Automatically re-share evergreen content you’ve designated as a candidate for re-sharing.
There are a couple of plugins on the market that do this currently. My personal favorite is Nelio Content. Nelio adds social re-sharing to WordPress and supports the key platforms that matter to me, including Facebook, Twitter, and LinkedIn.
Nelio Content is a subscription plugin, so it’s an investment. However, I’ve found it delivers much better quality than any of the free or low-cost options I tried. Its cost compares favorably to similar social scheduling products like Hootsuite – but with the added benefit of being directly integrated with WordPress.
Initial Social Sharing with Nelio Content
The first way that Nelio Content makes my life easier is the ability to schedule social messages for a new post. Nelio Content adds a Scheduled Messages widget to the edit screens in your post that lets you post social media messages on a designated schedule. This lets me send out, not such an initial social media blast, but additional blasts that go out the same day and in subsequent weeks.
A nice feature of Nelio Content is that it supports a number of replacement tags for social media messages. You can use these to include the post’s URL, title, excerpt, and tags. I frequently use the excerpt tag to include a full description of the post in my initial social media messages.
Nelio Content gives you pre-designated times at which to publish. However, it also lets you schedule social media messages for any arbitrary time.
You can add social media messages with Nelio Content in two different ways: automatically or manually. When you select the automatic fill option, Nelio Content auto-generates social media tweets using the content of your post. (While this is a nice time-saving feature, I prefer to schedule my own messages. It gives me greater control over what snippets of the post I want to share.)
Nelio Content lets you see everything you have scheduled in a clean calendar interface. You can also post scheduled tweets here that aren’t related to a post. For example, you can send out occasional links to your Patreon or your affiliate programs.
Sharing Select Evergreen Content with Nelio Content
While this feature is powerful in and of itself, my personal favorite feature is re-share. You can tell Nelio Content to periodically re-post links to past articles. This is an amazing way to get your older but relevant content in front of new social media followers.
In Nelio Content’s settings window in WordPress, you can designate which social media accounts to re-share to. You can also tell Nelio Content how often you want re-sharing to occur on a specific account every day.
By default, Nelio Content will share out everything in your back catalog. However, this isn’t desirable for all sites. For example, on Unseen Japan, we post not just evergreen content, but news stories. These stories, written by both ourselves and a third-party news agency, aren’t usually newsworthy or relevant in a few weeks.
Fortunately, Nelio Content makes selective re-sharing easy. Just go into the Settings for the plugin. For the option Automatic Social Sharing, select Exclude all posts, unless stated otherwise.
Once you’ve set this, you can turn on social re-sharing for an individual post right on the post’s Edit screen.
You can also edit entire categories of posts with the Bulk Editor in WordPress. Let’s say I want to enable social re-sharing for all posts in the Essay category. I can filter the Posts list in WordPress down to all posts in the Essay category. I can then select them and then change the Reshare option at the bottom left of the screen.
While you would have to do this for every screen of results, you could also use WP-CLI to automate this for a large range of posts. (Nelio Content stores “include in reshare” data value as post metadata in WordPress’ wp_postmeta table with a key name of
Automation = Increased Readership
Nelio Content helps deliver a steady stream of readers even on days when you’re not publishing new content. There have been many occasions since I installed this plugin where I’ve noticed we suddenly have hundreds of extra visitors. On inspection, I realized it was because the plugin re-shared one of our greatest hits. And I didn’t even have to do any work to make it happen!
As a content creator, I know how much time it takes to create quality content. I also know how much time you end up spending in management tasks, like social media marketing. Tools like Nelio Content buy you more of the most precious asset that a content creator has: time.