One of the implicit values in our Buffer marketing is to challenge assumptions. 

And one of the biggest assumptions I have about our content is that we should be publishing original articles to the blog multiple times each week.

Well … what might happen if we didn’t?

To find out, we stopped publishing new content for 30 days, focusing instead on repurposing and refreshing our content from the archives. I’d love to share with you every single thing we tried and all that we learned, both what worked and what didn’t.

 blog strategies and experiments

Blog strategies and experiemnts -everything that worked

tl;dr – Our top takeaways

I’d love to share at the top here how the experiment went and then get into a lot more detail below for anyone interested in the specifics.

Having not published original content on the blog for 30 days, we saw only a 4 percent dip in traffic compared to the previous month.

The extra time off allowed us to experiment with content in some amazing ways. Our most successful experiments were these:

  1. Create new email drip campaigns based on Buffer blog posts
  2. Update older blog posts with new information, graphics
  3. Create SlideShares
  4. Republish content to Medium
  5. Bundle tools posts into Product Hunt collections

I’m happy to explain fully how we went about this experiment and all of the 14 strategies that we tried. And happy to clarify anything in the comments!

The experiment: No new content for 30 days

The seed of this idea came several months before when Courtney and I were chatting about marketing strategies. We wondered, half-jokingly even, what it might be like to stop publishing on the blog for a month. Could we get by with simply promoting our past content and trusting on traffic from search and social?

The more we thought about the idea, the more it seemed like something we wanted to try, particularly to learn what might happen.

So we came up with a plan:

We’d publish no new content on the blog for four consecutive weeks.

Instead of new content, we’d repurpose our evergreen content and update old blog posts. We’d create resources like slideshares and ebooks and email courses. We’d republish popular posts that could use a bit of a refresh.

We also wanted to be mindful of the effect of such a big experiment, so we thought about the following:

  • How will this feel for the blog audience?
  • How can we make this a good experience for readers?
  • Is there a way we can continue to remain in touch with our RSS email subscribers?
  • How will this impact our social media sharing, if there’s nothing new to share?

The timing felt great for us to try this in July as summer months are typically a lower traffic time for the blog and July was our team retreat to Iceland where we enjoy spending time with one another and chatting more high level about things (and a little less blog post writing).

During the planning process, seasonality played a part in the decision also. Our assumption was that the summer months see less traffic to the blog, which might make it the perfect time to experiment.

Turns out, I made a big assumption there! Looking at the numbers in hindsight, summer is not necessarily any less busy than other months. Here is a look at January through July of last year, where you can see that July had the third-most traffic.

  • July 2014 – 698,886
  • June 2014 – 600,337
  • May 2014 – 679,021
  • April 2014 – 710,639
  • March 2014 – 717,070
  • February 2014 – 600,630
  • January 2014 – 654,126

A quick look at our month of no new content

In actuality, we ended up publishing 10 articles to the blog, none of them fully brand new. Here’s the list of content from those four weeks:

Week One

Week Two

Week Three

Week Four

The results

I think the big question that came to mind for me with this experiment was:

What might happen to the blog’s traffic?

Here’s a look:

Buffer blog stats

Overall, traffic dipped – though not in a hugely significant way.

In fact, the previous month we saw a big spike on Thursday, June 25, which brought 16,000 more folks than usual to the blog. If that had been a normal day, the month-to-month comparison on unique visits would have been just 6,000 apart.

The effect of search and social traffic

My hunch going into the experiment was that traffic from search would stay fairly consistent during the month, perhaps even with a positive bump or two from the evergreen posts that we’d refreshed and improved.

Here’s what happened there:

Search traffic

Turns out that traffic from organic search was up!

Referral traffic was another area I thought might have an impact. The thought was that if we were taking the time to invest in content at places like Medium and SlideShare that referral traffic from those sites would go up, leading to more traffic to the blog.

Here’s what happened, first with referral traffic:

Referral traffic

And here with social traffic:

Social traffic

Both traffic sources were lower than the previous month, and the social traffic took a big dip.

My theory here: since there were fewer brand new original articles on the blog, people had fewer choices of what to share. We continued sharing our evergreen content via the Buffer channels, which certainly helps, though the impact from not having fresh content for others to circulate definitely had an impact on traffic.

The different strategies we tried

One of the most exciting elements of this experiment for me was brainstorming all the many different ways we could morph our content. We’d written previously about repurposing strategies, all of which seemed great to try. And we came up with some brand new thoughts also.

Here’s the full list:

  1. Update older blog posts with new information, graphics
  2. Create SlideShares
  3. Republish content to Medium
  4. Republish content to LinkedIn Pulse or a LinkedIn group
  5. Republish content to Quora
  6. Create video content from blog posts
  7. Create audio content from blog posts
  8. Create ebooks based on Buffer blog posts
  9. Create new email drip campaigns based on Buffer blog posts
  10. Build an MVP version of a learning center for greater discoverability of posts
  11. Create infographics
  12. Create Pinterest images
  13. Bundle tools posts into Product Hunt collections
  14. Experiment with email communication with our RSS list

One thing I found interesting from this great list of repurposing ideas is that I failed to anticipate how much time each of these strategies can take.

I failed to accomplish a big chunk of strategies I had hoped to get to.

Here’s the full list of what I had jotted down for our experiment. You can see how many checkboxes remain unchecked!

How we identified our most popular content

To discover which posts to tackle first, I quickly pulled together a spreadsheet with our most popular posts from the blog in terms of social shares and traffic.

Here’s what this process looked like:

  1. First, I first went to BuzzSumo and searched for blog.bufferapp.com, which showed me a ranking of how all our content performed in terms of social shares.
  2. From the BuzzSumo results page, I was able to export the data, which gave me total social shares, as well as shares for each individual network—Twitter, Facebook, LinkedIn, Google+, and Pinterest.
  3. I placed this data into a Google spreadsheet.
  4. Then I added Google Analytics as an add-on to the sheet, which allowed me to pull in traffic stats.
  5. After adding this, I went to the Google Analytics add-on and asked it to grab unique visits based on the URL for each page in the spreadsheet. I also grabbed Time on Page.

Here’s the resulting spreadsheet. Feel free to make a copy and use however you see fit! (And I’d love to help clarify any of the steps above if I can be of help in the comments.)

blog posts spreadsheet

How each strategy performed

1. Update older blog posts with new information, graphics

The idea here was somewhat straightforward: Take some of our most popular blog posts from the archives and update them with accurate, new information and up-to-date graphics.

Once we’d refreshed a post, we’d then add a note to the top of the article saying that we’d made some updates. Then we’d change the publish date from the original date to today’s date. And voila! The new (old) article would appear at the top of the blog.

(Click here for an example.)

How it went

We were excited to try this strategy so that our most popular posts would continue to be helpful for people. And by that metric, it performed great! We’re always up for any strategy that adds more value for our audience.

In terms of traffic impact, we had a hunch that there may be SEO benefits to adding more media and info to your content, as well as changing the publish date.

Slideshares and audio can potentially boost the SEO power of a page. Here’s how Brian Dean of Backlinko explains it:

Multimedia has a nice SEO benefit to boot: it helps you boost those user-interaction signals that Google has been paying more attention to. And it increases the perceived value of your content: which means that people are more likely to link to it.

And as for the publish date, I know for myself that I often filter Google results by time frame so that I’m looking at the newest posts.

We didn’t quite run a before-and-after SEO analysis for these pages, so the takeaways here are mostly conjecture. Still, it felt worth our time to update this content so that it was fully accurate and to surface this evergreen info for people who might not have seen it before.

A couple notes about how this went, technically-speaking:

  1. We ran into a slight snag with the RSS feed. Changing the date seemed to add the post back into the RSS feed in almost all situations, except for Feedly. At Feedly, these refreshed posts did not appear, which I’m sorry was likely a poor experience for our Feedly subscribers.
  2. Since the RSS updated well in most places, we didn’t have to change much in terms of our automated RSS emails or other feeds.

2. Create SlideShares

We’ve noticed great things from SlideShare for our Buffer slide decks in the past. A few of them have received 100,000 views or more, which equals the views on some of our most popular blog posts!

For this bit of repurposing, I went with a list of our top posts and did my best to convert the articles into slides.

I ended up creating ones for Twitter Tips for Beginners, Words That Convert, and Ultimate List of Twitter Tools.

These new SlideShares were added directly into the older posts, and some of the posts were shared again along with newly updated information.

How it went

The three new SlideShares got 199,000 total views!

Here’s the full breakdown:

Our referral traffic from SlideShare last month jumped from 50 visits to 90 visits. The overall traffic remained somewhat small—SlideShare was our #18 social media referrer, behind spots like paper.li, Blogger, and Yammer, where we do very little.

Still, this feels like great validation to keep moving fast with creating SlideShares for our Buffer content and even exploring cool ways to generate leads via SlideShare (their premium plans allow you to prompt viewers for an email address).

The total time it takes me to create these is small—two or three hours in Canva pulling images and content together.

(Would it be helpful to see our SlideShare workflows at all? Happy to share those in a separate blog post!)

3. Republish content to Medium

We’ve been really excited to grow our strategy on Medium. We have in mind a cool place where we can republish content as well as maybe explore some new, perhaps short-form ways of connecting with you all about the latest social media news.

For last month, our focus was mostly on republishing. We’ve built a collection of social media posts on Medium, and the goal was to add many more to the list.

I ended up adding only the one: 15 Psychological Studies for Social Media Marketers to Know.

15 Psychological Studies for Social Media Marketers to Know

Republishing to Medium is incredibly easy, by the way. Once you’re logged in, you simply need to click on your profile picture in the top right corner and select Import.

Then copy and paste the link to your blog post, and Medium will add it directly as a draft.

medium-skitch-import story

We like to format the post slightly and add a CTA at the end that ties back into our email list at Buffer. medium cta How it went

Amazing! The one post we did ended up among Medium’s Top 20 for the day, which allowed it to get some great exposure on the Medium homepage and in emails.

In total, the post was viewed 2,888 times—1,104 views on the first full day of publish.

In terms of those who read through the full article, 580 people read the whole thing, and 177 folks hit recommend. All the numbers were the highest for any post we’d published before on Medium.

4. Republish content to LinkedIn Pulse or a LinkedIn group

LinkedIn Pulse is a lot like Medium in terms of republishing older content. A lot of individuals use it for resharing their older posts (many people write original content there as well).

Because of the nature of LinkedIn’s emphasis on individuals here, I was never quite sure how to implement LinkedIn Pulse with Buffer.

Can I write Pulse articles as Buffer, the company? Not quite.

Would it have made sense for me to republish content on LinkedIn Pulse as me, Kevan? Not sure.

We didn’t end up publishing anything to LinkedIn Pulse.

And the same for LinkedIn groups.

Starting a group from scratch ended up being too big of a task to take on during the month. I’d be keen to hear from anyone who has tried either Pulse or groups! I’d love to learn from your experience!

5. Republish content to Quora

Quora is another exciting channel I’d love to do better on. Buffer’s co-founders Joel and Leo have been so great and quick with answers to Buffer questions, remote work/startup questions, and more.

A bit like LinkedIn Pulse, Quora emphasizes the contributions of individuals, not companies/brands. So again, I found myself in a bit of an awkward spot, wondering how I might be able to repurpose Buffer’s content on a site where Buffer can’t really post anything for itself. I ended up going the route of answering a few questions individually, referencing Buffer content in my answers.

How it went

I answered two questions, and my answers were seen by 211 people.

I managed to get one of the two answers to the top of its thread for the question: “How do I set up a social media strategy for my company?” (It felt like a good win, even though I only needed two upvotes to make it to the top.)

The social media strategy answer gained two clicks back to the blog.

The other answer brought zero.

In terms of overall traffic from Quora back to the Buffer blog, it was kind of wash: Pageviews were up for the month, but uniques were down.

As kind of a side note here, I will say that my experience at Quora was really amazing and smooth. Quora makes it simple to find categories and topics you might like to join, and you can add questions to a queue to follow or answer later. Super helpful!

Quora answer later

6. Create video content from blog posts

We didn’t quite get around to trying this one out, though just lately we’ve dipped a bit into video for our latest email course. You can check out the course here. I’ve placed a video below. Would love to hear your thoughts and input!

buffer video

7. Create audio content from blog posts

Super fun one! We’re currently exploring what a podcast might look like at Buffer, and one of our ideas for a very early experiment was to simply provide audio versions of blog posts.

We tried this with our post on hashtags, inviting our teammate Adam to read and record it.

How it went

The audio received 867 plays, and the response and excitement for the audio was really excellent.

Audio comment buffer

As for time involved, I’ll have to cede to Adam a bit on this one. He did mention that the first go-round took a few hours while he got used to the equipment and the software. Future recordings will likely be a lot faster.

Would you be interested in audio versions of blog posts? Let us know, and we’ll make some more for you!

8. Create ebooks based on Buffer blog posts

We’d created one Buffer ebook previously. It had around 2,000 downloads and didn’t exactly feel like something that was super validated afterward.

Still, I thought we could try again.

I bundled 25 of our best social media tips into an ebook. All the tips were ones I grabbed from old blog posts, and I threw everything into a Google Doc, which I formatted slightly with headings and page breaks. I added an image at the beginning of each chapter, and I created a cover image in Canva. Then I exported the Google Doc as a pdf. Voila!

It was quite a lean process, which I reflected on later might have not been the best route to go. It seems like some of the most successful ebooks are the ones that are highly professional and well-polished. I’m afraid my book was neither.

To promote the book, we published a blog post, and I created a new MailChimp list that would send out the ebook right away.

Total time involved here: 6 to 8 hours.

How it went

The ebook brought in 2,397 signups and downloads.

By comparison, we got three to four times that engagement with our first email course, and it seems that some of the other repurposing strategies mentioned above have yielded a bit greater results so far for us.

9. Create new email drip campaigns based on Buffer blog posts

(A drip campaign is a series of emails that are sent to inboxes slowly over a period of time, say once per day for 14 days.)

We’d experimented a bit with drip campaigns before. Those who sign up to receive blog updates from us get a few of our most popular posts sent over their first few days.

And our 7-day Social Media 101 email course is set up as a drip campaign.

For our latest experiment, I wanted to build on the momentum from the 101 course with something a bit more robust.

So I went with a 25-day video course, all about social media strategies.

Mobile screenshot - email course strategy

If this sounds a bit familiar, the topic is the same as that of the ebook we made. And the content is quite similar, too. The ebook began as the email course. We learned from our 101 course that having a pdf of all the lessons at the end of the course might be a cool move. So I went ahead and did it, creating a pdf of all the lessons and then spinning off the pdf into an ebook.

But first things first, the drip campaign. Here’s how I went about setting it up.

  1. I went through our blog posts and pulled out the 25 best strategies I could find.
  2. I added all these strategies into a big collaborative doc (we use Hackpad here at Buffer), numbering the tips and adding subject lines and P.S. messages to each.
  3. I opened up MailChimp and started a new Automation workflow.
  4. I set up the workflow to send a new email one day after a previous email had been sent, and to do so on Monday through Friday only.
  5. I copied over all the content from the hackpad into new emails for the automation workflow. I ended up with 29 tips, so I tacked on a few bonus lessons at the end of the original 25 days.
  6. I created a landing page for the course so that people could sign up.
  7. I wrote an announcement blog post.
  8. I crossed my fingers and hoped people might like it!

How it went

Amazing, amazing, amazing. These email courses have been such an exciting project for us. The first course has had 17,817 signups. This latest course, after six days, has 18,185 signups!

People are opening the emails and engaging with the content—a 60 percent open rate so far.

What’s more is that the course has proven to be a great chance to validate video a bit. We’ve included for the first time some video content with these lessons, and within the first two days the videos were going so great we needed to upgrade our Wistia account for more bandwidth.

(One behind-the-scenes tidbit about the videos is that I hadn’t really created any when I launched the course! A few hours before the first email was to go out, I recorded and uploaded the first video. I’ve been working one day ahead ever since—the course is six days old, so I’m recording video #7 tonight. 🙂 I’m quite grateful for drip courses to give me this flexibility!)

10. Build an MVP version of a learning center for greater discoverability of posts

One thing we’ve noticed about the Social blog is that it can be a bit difficult to dig through and find helpful content from the archives. If you arrive at our site wanting to learn about Facebook marketing, for instance, there’s not really an easy place to go.

Our theory is that a sort of learning center or hub might help fix this.

I was able to create a very early version of a learning center. It’s basically a landing page with some title cards that link to different tags and categories on the blog.

Feel free to check it out here if you’d like.

Buffer Learning Center

How it went

We’re linking to this page in only a very few places, most notably from the FAQ in our help section. So far, the page has received 1,030 visits.

One thing we’d love to learn from this page is what type of answers people are most looking for, i.e. which cards are people clicking on the most.

To date, these are the most popular cards:

  • Twitter Tips – 83
  • Time-Saving Tips – 79
  • Facebook Tips [Beginner] – 62
  • Facebook Tips [Advanced] – 62
  • Images & Visuals – 58
  • Successful Strategies – 50

11. Create infographics

We’re super high on visual content for the success of a blog post and for social media. Our first infographic (a fun collaboration with SumAll) did really great – nearly 8,000 social media shares to the article. We’ve done a few more since, also.

For our no-new-content month, we had the privilege of partnering with Venngage on an infographic. They worked something up for one of our most popular posts—How to Create a Social Media Marketing Plan From Scratch.

Here is a snippet:

optimal times

How it went

The infographic was a lot of fun to feature, and we’ve since used cut-ups of the graphic in a number of different places (email courses is one of those places).

In terms of traffic and shares, it’s a bit hard to tell how well this one did for us, which is all my fault for not approaching this very scientifically. Since we added the infographic to an existing post, the existing post brought with it a fair deal of shares already.

In terms of new traffic, we saw 27,597 visits since the post was refreshed.

One theory I have here is that with infographics it might be great to find a way to have a consistent brand and image on all of them. We’ve been fortunate to have a lot of great folks helping us out with these. I often look for inspiration to the Quick Sprout blog, which has some really amazing graphics that have a clean and consistent look.

I’d love to know if you have any thoughts or tips on this!

12. Create Pinterest images

Now that Buffer has Pinterest integration, we’ve been excited and encouraged to go all out with a Pinterest strategy. This has direct applications to our blog posts, as we’re looking now to create at least one Pinterest-worthy image for each post we publish.

What makes for a Pinterest-worthy image? Here are some of our findings:

  • Vertical (portrait) orientation
  • At least 600 pixels wide, with 736 pixels being optimal
  • Aspect ratio of 2:3 or 1:3.5
  • Up to three separate images in a mosaic
  • Text overlay on the image
  • Rich, descriptive alt text

We were able to do this for some of our new posts and old posts by using Pablo. Here’s a bit about my personal process for creating these.

  1. I went through and created a main blog image just as I have before: adding a heading and subhead, uploading an icon image, and adding an UnSplash picture to the background (and blurring the background).
  2. After I’ve downloaded this main image, I click to switch to a tall, vertical image.
  3. I rearrange the elements here, and I download.
  4. Boom! An ideal Pinterest image.

How it went

Here are some of the Pinterest stats (via BuzzSumo) on each of the posts we published during the month.

  • Product Hunt Collections article – 5 Pins
  • LinkedIn Marketing article – 5 Pins
  • Strategies Ebook – 2 Pins
  • the rest – 0 Pins

13. Bundle tools posts into Product Hunt collections

I noticed that many popular posts on the blog are tools posts. And in finding this out, it got me to thinking that there could be some really neat ways to collect all these tools posts in one place.

Funny enough, a lot of my research for tools posts now happens on Product Hunt. So it seemed like a great opportunity to explore even further the connection there.

I created a Product Hunt account for Buffer, and then I went about creating a Product Hunt collection for each of the tools posts on the blog.

Product Hunt has a great explainer on their site about how to make a collection.

You can make a collection through either a results page …

collections-tutorial-1

 

… or from the product’s landing page itself.

collections-tutorial-2

(In some cases for me, there were tools in our blog posts that weren’t yet on Product Hunt. I didn’t worry too much if a product or tool wasn’t up on Product Hunt yet. I aimed more for the novelty of having a collection rather than the completeness of including every single tool in each collection.)

Once I built all the collections, I created a listicle post that mentioned each collection and linked back to the original tools posts.

How it went

The post got 3,207 visits, and there was some pretty cool tangential happenings that made it seem quite successful, too.

Hiten Shah linked to it in his popular SaaS newsletter.

And, hugely and amazingly, Product Hunt founder Ryan Hoover noticed the post and tweeted us about it. Product Hunt was keen to add it to their daily email, which reaches thousands of people!

14. Experiment with email communication with our RSS list

A smaller test of ours — and one I’d been very excited to try for some time now — was changing up the way we communicate with our RSS email subscribers.

We typically send a pretty straightforward daily email with a link to our latest blog post.

sample buffer rss email

What I tested this time was a variation where I wrote a personal introduction to the post, plus shared the full content of the post within the email. Here’s what it looks like above the fold:

test buffer rss email

I ran this as an A/B test through MailChimp. One interesting thing to note here is that MailChimp doesn’t have an option to A/B test the content of your email. So my workaround was to split the list into two segments: 1) a group that signed up before May 2014 and 2) a group that signed up after May 2014. One group got the standard email, the other was sent the variation.

Update: A couple days after this post went live, MailChimp announced new A/B testing features, including tests for content! Excited to try this out on future experiments. 🙂

How it went

The short version: I didn’t see a significant change with the new email.

The long version: I had a spot of trouble being scientific with this one, and that’s all my fault for not thinking it through clearly at the start. At first, the group that received the variation seemed to be significantly more engaged with the emails—20 to 30 percent open rate, 5 to 10 percent click rate. Then I realized that it was entirely possible that the variation group, which made up the more recent subscribers, was a more engaged group in general, seeing how they’d joined more recently.

So I switched the test groups, and that seemed to confirm my theory. Once switched, the variation did poorer than the control version. The newer subscribers were more engaged, no matter which email was sent to them.

How did things go overall?

Before starting, I went about setting some goals for the experiment. At the end of the four-week period, I was hoping for …

  • less than 5% drop in unique visits to the blog
  • 500% increase in SlideShare views month-over-month
  • 500% increase in LinkedIn follows
  • 500% increase in Quora views
  • 10,000 ebook downloads
  • 25,000 video views
  • 1 new email drip campaign created
  • Learning Center MVP built

And here’s how things went:

  • less than 5% drop in unique visits — Actual: 4% drop 🙂
  • 500% increase in SlideShare views — Actual: 116,000 versus 450,000 (380% increase)
  • 500% increase in LinkedIn follows — Actual: no significant increase
  • 500% increase in Quora views — Actual: 211 versus 0 (I didn’t do my research in setting this goal, huh!)
  • 10,000 ebook downloads — Actual: 2,397 downloads
  • 25,000 video views — Actual: None during the month, 5,800 since
  • 1 new email drip campaign created — Yes! 🙂
  • Learning Center MVP built — Yes 🙂

I failed big time to do all the things I wanted to do. But ultimately, it felt great to experiment! And I think we learned a ton about what we might want to try—lessons we might never have learned had we stayed heads down on writing new articles.

Overall, if I were to rank and recommend the strategies that we tried over the past 28 days, this is how I might go about it:

  1. Create new email drip campaigns based on Buffer blog posts
  2. Update older blog posts with new information, graphics
  3. Create SlideShares
  4. Republish content to Medium
  5. Bundle tools posts into Product Hunt collections
  6. Create video content from blog posts
  7. Create audio content from blog posts
  8. Create infographics
  9. Republish content to Quora
  10. Create Pinterest images
  11. Build an MVP version of a learning center for greater discoverability of posts
  12. Republish content to LinkedIn Pulse or a LinkedIn group
  13. Experiment with email communication with our RSS list
  14. Create ebooks based on Buffer blog posts

I hope this information might be helpful for you as you think about ways to experiment with your content and your strategy!

I’d love to hear any thoughts you might have!

Feel free to leave a comment here. I’d be happy to clarify or add more context to any of the strategies that we tried!

Image sources: Pablo, UnSplash, IconFinder

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Written by Kevan Lee

Director of marketing at Buffer, the social media publishing tool for brands, agencies, and marketers. We’ve got a new podcast! 🍟

  • So cool to get to experiment like this. Having the opportunity to test your hypothesis is awesome. It’s great to be at a company that allows people to form ideas and then test them to see how they play out.

    I’m interested to see how lead gen with SlideShare goes for you. We’ve used it for the couple past years. Though we did see a decent amount come through it, the challenge we had was getting that information to somewhere we could use it. There isn’t any integration with CRM platforms so it was really a manual effort of having to go and get them and then manually enter it into the system (it seems like a simple task, the challenge is finding someone that has the time and ability to do it, then see it all through and report on the final result, when operating in a very large organization). We saw better success when we added an additional slide at the end of each presentation which directed them to a custom lead gen form we’d created on our own site (the added bonus was that they were now on your site so there was opportunity to direct them other places to see even more). This then put them into an Eloqua slow nurturing process. I’m interested to see if you find better results than we did, as the built-in functionality is nice.

    With the Pinterest pins, did you see much activity on the site itself (repins, clicks, comments)? Though I can see that it may not be the best spot to measure if you don’t see much in the way of activity there.

    Thanks for constantly testing new things and sharing your results. It’s great to see how you’re finding success and a great resource to show others when trying to get them onboard to try new things.

    • Hi Ben! Thanks so much for the comment. Really interesting about SlideShare. That’s been my experience exactly! I often fail to remember to bring over our leads there and add them to MailChimp. I’d love to spend some more focused time with it and see if I can whip up any solutions!

      Yeah, great one about Pinterest also. We’ve yet to see much engagement. I think it might be great to dig in there a bit and see what we can find. I love the challenge of figuring out a new network like this! (and would love any tips you might have) 🙂

  • Todd Lyden

    What did the numbers look like the year before in terms of seasonality?

    • Hi Todd! Thanks for the comment and the great question! I just went back into the post and added this context, thanks for the nudge. 🙂

      Here’s a look at last summer and the preceding months. Turns out, not much seasonality at all!

  • Nicolas

    Hey, republish content on other websites is not creating a drope on google ranking? I tought Google didn’t like to have duplicated content… Cheers for this post and your answer !

    • I think this tends to be more for cross-posting and syndicate blogs who just farm content out had a massive scale. I imagine Google makes exception to sites like medium, and at the small scale we’re talking about here they might just ignore it. Google algorithms tend to be in favor of the end user, and having access to content on medium and other channels that are commonly used is a different beast from spamming content everywhere to artificially increase rankings and backlinks – my understanding is that it’s user hostile behavior and gaming the system that they tend to shut down.

      • Rohan Ayyar

        I never saw a Medium post ranking in the SERPs for anything, exception notwithstanding.

        Further, republishing your content on Medium is just like sharing your posts on Facebook (putting it in front of a new audience). So if you’re trying to “game the system” for Medium’s *perceived credibility* (as opposed to links), that’s not going to work either.

    • Yep, great comments here from Nicholas and Rohan! You’ve covered this one from all angles. 🙂

    • Nicolas

      Thanks all !
      So, a good strategy to reach a new audience is to publish again your great content on Medium and LinkedIn ?

  • Love the variety of experimentation and the quantity of output demonstrated here. Thanks for sharing!

    • Hi Scott! Really happy to know this was a good read for you! Thanks for the comment!

  • There needs to be a case study created on how fantastic the Buffer content marketing team is, and how they not only challenge the assumptions of the marketing world, but instead of just blogging about the assumption – go out and test it and then report with the results.

    Kevan and Courtney, the two of you are probably the most helpful people out there to content marketers and you deserve a lot more recognition and fame. I’m sure that you already receive a lot of it, and I am sure that in time a lot more will come your way. Props to the both of you, and the rest of the Buffer team for allowing them to do all of this.

    • PJ Howland

      Couldn’t agree more Avtar! Kevan and Courtney totally deserve a lot more recognition for this kind of content. Buffer as a whole does an exceptional job of testing/sharing/repeating.

      • Thank you, PJ! So encouraging to get notes like this! Really appreciate your being part of the community here!

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    • Wow, Avtar! It’s amazingly kind and generous of you to mention this. Thank you for the encouragement here! Echoing your thoughts also about gratitude for the Buffer team in letting us explore these (sometimes crazy) paths! 🙂

    • Avtar, you are too kind! Thanks for encouraging all our crazy experiments! 🙂

  • Hey Kevan,

    I liked this article, especially because we started to experiment with similar strategy.

    We used to post one article every single week, but we decided to post one article every second week. In the future we would like to focus more on creating ebooks and writing more guest posts.

    We haven’t noticed any big difference, probably after a few months we will know more. Lets see. 🙂

    • Really interesting! Thanks for sharing your experiment here. 🙂 So if I’m understanding right, you’re posting at half the frequency yet seeing the same traffic? Very cool!

  • Rohan Ayyar

    I must start off with congratulations. Kudos to you on taking such a bold decision, especially given that Buffer’s web traffic and brand identity are so closely tied (I take the liberty to assume) to your blog.

    While you’ve had outstanding success with your repurposing experiment, notwithstanding the fact that you didn’t meet your outrageous goals (could you elaborate your basis for arriving at these targets, btw?), the overarching reason for the blog’s continued popularity was imho

    THE EXISTING BASE OF EXCEPTIONAL CONTENT YOU’VE BUILT UP TO NOW

    Due to which

    – You could find novel tools to add to your Product Hunt collections.

    – You could pull up over 25 “best strategies” for your drip campaign.

    – You could uncover 25 (awesome, no doubt) social media tips for your ebook.

    and so on.

    Here comes the However.

    However, repurposing content can sustain your traffic (read brand recall) for only so much time.

    I believe there is a mismatch between your hypothesis and your experiment. Your question at the outset – “What might happen if you didn’t publish original articles to the blog multiple times per week?” – isn’t answered by *stopping* publishing for 30 days. Rather it could be better answered by publishing say, once a week.

    What stopping publishing unique (not “new” – there’s a difference) content will do is only drive your traffic down. You don’t need an experiment to prove that.

    We (at E2M) experienced this first hand. Sometime last year, we were fortunate enough to be cursed by an accelerating overload of client work (combined with our commitments to our columns on other blogs), as a result of which our blog fell into neglect. We went from publishing two-three posts a week to hardly one a fortnight. Unsurprisingly our traffic started falling within a few weeks. We were fully aware this could happen, but it was an opportunity cost we were willing to bear.

    I humbly disagree with your takeaway here: “Overall, traffic dipped – though not in a hugely significant way.”

    A 4% drop in unique visits would make me weep at night if my brand was as closely tied to my content strategy as Buffer.

    Buddy, just wait for a month more and see! (Kidding. Please don’t. We’d die without your content.)

    In a year’s time, your website would have no traffic at all (for those who’re thinking 48%, remember traffic drops exponentially, not linearly). Neither would your SlideShare, LinkedIn or Quora accounts.

    Don’t get me wrong. I am not against repurposing content. I (too) wrote a post on it – http://www.directmarketingiq.com/article/repurposed-content-smart-move-lazy-marketing/1

    However (that word again), I feel this strategy is “unsustainable” and “unadoptable” – for you in particular. I love Buffer for the unique, thought-provoking, aha-inducing content you guys create. Moderately experienced marketers (and soon rookies who’ll climb up to the same category) like me certainly do not want to drink old wine from new bottles.

    So far, you’ve been successful in holding all levels of marketers enraptured with your content. Your posts have been un-X-button-press-able. The only other blog that manages to do that I reckon is Moz. The credit goes to one-of-its-kind, original content created by the truckloads.

    Again, I’m not saying “If it ain’t broken why fix it?” I only take (mild) issue with the way you’ve presented your findings. This is a lion-hearted experiment, and no doubt you’ve gained new capabilities in the process. You might even try continuing to create regular content and repurposing it in parallel. THAT would be a whole new experiment. Or maybe, you should have been doing it anyway.

    High fives all around!

    • Hi there Rohan!

      Wow, this is an awesome comment! Thanks so much for the time and energy you put into sharing your thoughts here. I’ve promoted the comment so that others can learn from you here also!

      Yes, love all these points you’ve made. I think you’re spot on!

      And if I were to look ahead for the future of the Buffer blog, my sense is that we may move toward a “more content, more ways” approach. So we’d love to get back to 4x original posts per week or more (!) plus exploring all the validated ideas that came out of this experiment.

      Love the thoughts here, too, about takeaways for us and others. One thought I have on that is the experiment for me was a lot about challenging my personal preference for consistent content and seeing what other valuable options are out there for how we organize our time and prioritize our strategies. Definitely appreciate your distinction, too, about stopping content altogether – it’s fun to experiment with that for a month, say, but probably not a good approach long-term. I’d be really encouraged if others read this post and took away some inspiration for testing their own content production schedules, just to see what can be learned!

    • …And this is the best content marketing comment I’ve read anywhere this year too 🙂

  • jmcalester

    Thanks so much for sharing your numbers Kevan. It seems to fit a strategy that I have wanted to put into practice on our own blog: “Less, better content”.

    • Yes, love that strategy! Reminds me of Greg McKeown’s quote from his book Essentialism: “Less, but better.”

  • Vignesh Subramanyan

    I would say I’m surprised that you tried this but then again that’s what makes Buffer so unique :).

    This is a brilliant experiment on repurposing / leveraging old content for your business. Thanks for making this Kevan, especially for including the clear and concise break up of strategies implemented and the outcome in measurable results. This is very useful!

    • Thanks, Vignesh! Really happy to hear this was helpful for you!

  • AWESOME post. I noticed that the latest posts on the blog feed were updated ones, and I was wondering what was going on. This is an awesome experiment, and it really embodies the reason why I frequent the Buffer blog: to read content that’s more original and just plain better than almost everything else out there.

    And yes, I’d definitely be interested in a SlideShare strategy breakdown if you have the time!

    Cheers,
    Jonathan

    • Hi Jonathan! Thanks so much for the comment and for giving this a look. 🙂 And thanks for your patience with us while we tried new things this past months.

      I’ll get going on the SlideShare article! That’ll be a fun one to explore. 🙂

  • Erika

    These thorough write-ups of experiments you guys run are one of the main reasons I read this blog so thoroughly.

    We haven’t used email drip campaigns in the past but this is definitely something we’ll be looking into now!

    • Hi Erika! Awesome to hear! I’d love to know how the drip campaigns go if you get a chance to try them out. 🙂 Got any content in mind for them?

  • wwday3

    Interesting experiment, but… No “control group”? Would it not be more revealing to see what would happen for actually “doing nothing” on the blog for a month? (Possible exception – responding to comments).

    Was the question here “What would happen if we didn’t post new stuff?”, or was the question “What would happen if we substituted one activity for another?”. After all, the activities you did perform would keep the blog active in the eyes of Google, social media, etc. So, it would not be like the blog was dormant or abandoned.

    Maybe I’m just missing the ultimate goal of the experiment. Was it to determine the minimum that could be done to keep the blog at a certain equilibrium point? To determine the best alternate activities to new posts?

    Can I take away from this that new posts aren’t necessary all the time, but being active on the blog is? Perhaps you can enlighten this thick headed newbie 🙂

    • Hi there! Thanks for the great comment here. Really appreciate the chance to think deeply with you on this experiment!

      Yeah, I think you’ve brought up some amazing points here. Our first thought was to do an experiment with absolutely zero new posts. We pulled back a bit from that in wondering how that might feel to the blog audience who checks for content regularly – the all-in route might have made for the best learning, though it didn’t feel like the right thing to do. 🙂

      So I think we then pivoted the goal a bit toward “What is the best use of our time with supporting the blog?” Is it posting 4x each week? Is it posting 1x per week and doing a bunch of repurposing the rest? And what alternate activities are the best ones to try?

      I really like the conclusion you mention in the comment: “new posts aren’t necessary all the time.” There are some other cool ways to do content, particularly if you’re wearing many hats and short on time. Or, if you’ve got a bigger team, it could work to have a few folks working on alternate content ideas!

      Would love to keep this conversation going if I can add any more thoughts here!

      • wwday3

        Thanks for the reply.

        One of the things that popped into my mind while reading this is related to some other reading I’ve done lately.

        The mantra we’ve always heard about blogging is “Post daily. Post frequently. And so on…”. But, a couple blogging gurus I’ve been following recently have been trending in the opposite direction. They post new content infrequently (like may once a month), but they make sure the content is exceptional.

        I know, I’ve read some of their posts, and – like bufferapp 🙂 – the content is fantastic – and useful.

        But, what they are doing flies in the face of everything that’s been pounded into our heads over the years about keeping content fresh, current, relevant, etc. I wondered how they were “feeding the spiders” if nothing new was being generated.

        Your experiment opened up that can of worms for me again. Perhaps the answer is as simple as babysitting existing content. Make it more relevant and/or current. Improve how it “reads” (I often wonder what I was thinking when I read some of my older posts :). Add images, video. Basically, just make it “better”.

        I have a couple blogs that have been around for years. They’ve both been through the ringer – auto-generated content, article directory content, guest posts, Amazon products, review articles, …ad nauseum. They both do “ok” in the SERPs, but nothing to write home about. I’m wondering if a big re-edit is in the cards now.

        It sure would be a good fall-back plan when it’s not possible to concentrate on new content (I don’t have a “staff” and quite often simply don’t have the time).

        Your thoughts?

        • Yep, I’ve thought a bit of the same! One thought that I often come back to is that an every-so-often publishing schedule makes for this really great moment of “wow, I’ve written something AMAZING and excited to share it!” vs the consistent publishing schedule where there’s content every day. I sometimes wonder how to best allow for that moment of blockbuster content being ready when it’s ready, vs. doing supposedly blockbuster content all the time, on a set schedule, if that makes sense?

          I think some of it, to a certain degree, can come back to team size. I think of my personal blog a bit here where I’ve got all these ideas that I feel fit the blockbuster mold, and I’m only really able to have the time to write about 1x per month. It’s kind of a balance between the “publish when it’s ready and great” vs. “publish on a schedule.” Maybe if you move the schedule far enough out, you can have it both ways?

          Would love to hear how things go for you! Sounds like a great plan to experiment with things and see how it all shakes out!

  • Very good ideas you have shared here and there is a lot to take away. Excellent job.Many of the experiments you have written about I have never heard of before so in a sense this is also an eye opener. Your post is serving multiple purposes. I would like to try some of the services/platforms that you have mentioned. Thanks. Vinton

    • Thanks, Vinton! I’d love to hear which ones stand out for you and how your experiments go!

  • Hey Kevan, thanks for sharing this! Importing stories into Medium is new to me and it’s helpful since I republish my blog posts from my personal blog onto medium (I used to copy and paste my blog posts onto Medium). Thanks for the tip!

    To be fair, I was slightly disappointed when I kept receiving emails of updated blog posts and not new blog posts. So glad that you are back to publishing new blog posts and this post is very extensive and amazing! 👍🏻

    P.s. Love the culture of experimenting and being alright even when your goals were not met because you learnt from the experiments 🙂

    • Hi Alfred! Awesome to hear from you! That’s really great feedback to receive on the RSS emails, too – my intuition was that we could have done better by our subscribers last month!

      Hope the Medium workflows go super smooth for you!

      • Happiness for what you have learnt and shared with us > The slight disappointment for the lack of new blog posts 😉 haha!

  • Dennis Shiao

    Fantastic post, Kevan. Thanks for sharing your experiments, lessons learned and tips. I learned a lot of things that I’d like to try myself.

    Regarding LinkedIn Pulse, I recommend you try re-publishing there. Take some of your bylined posts from the Buffer blog and re-post them to your LinkedIn profile. I’ve had good success bringing old posts (from my personal blog) back to life using this method.

    • Thanks for the tip on Pulse, Dennis! Sounds like a good one for us to explore further. Curious, how do you gauge success there? Views/shares?

      • Kris

        I’ve started publishing on Pulse lately, and yep, views/shares/comments are the primary means I gauge it’s success (both in and out of LinkedIn, e.g. FB or Twitter).

        There is *another* way though: From my latest post I had one person reach out because they liked my writing so much and wanted to see if I’d like to work on a project with them. Not that you’re looking for side work, but I think any private conversations that are started because of a post on Pulse can be a good indication that you’re content is resonating with your followers.

        Sorry, one more thing: LinkedIn is also a “commenting-community”. That’s nothing you’re not used to here, but for many, to be engaged by their readers in the comment section is a newfound delight. So I’d say the amount of public interaction you get in the comments section is also a good indicator of gauging success.

        • Love all this! Thanks, Kris!

      • Dennis Shiao

        I look at the following:

        Views, shares, comments. I also like to see whether LinkedIn featured the post in one of their Pulse Channels.

        To mirror the comment from Kris, the most impactful to me are the comments – where I look at quality over quantity. If my LinkedIn post spurs a meaningful conversation, then I know I’ve struck a chord.

        LinkedIn provides a good analytics dashboard for all of the posts you publish. When logged in to LinkedIn, you can find it here: https://www.linkedin.com/pulse/author/analytics

  • So I was a little sad during this month-long experiment that my Digg Reader wasn’t showing new Buffer blog posts, but wow… you guys… Mind. Blown. Kevan & Courtney. Wow. This was such a power-packed post! I don’t know where to start commenting because you guys did so much in a month, with such clarity of mind and dedication! I’m saving this post to Pocket, just so I can read it again, and again, and again.

    The relentless drive to do better and work smarter and learn, learn, learn is truly remarkable.

    Thank you so much for sharing!

    • So happy to hear this, Stephanie! Thanks for hanging with us during the experiment and for letting us share these findings with you! Excited to know what you gain from it! 🙂

  • Matt Aunger

    Great to see yet more Buffer experiments Kevan, and I can’t wait to see more videos from you guys too. I’d love to see more video tips, or infographics alongside your usual written content.

    Are there any plans to expand or repeat the methodology on this experiment? Right now, the 4% dip could just have been a blip and have nothing to do with the type of content being posted. After all, correlation doesn’t necessarily mean causation!

    Maybe it means repeating the experiment, perhaps on a bi-monthly cycle (1 month new content: 1 month evergreen), to try and replicate the results? Even this isn’t a wholly scientific method. Really there are far too many variables that are beyond your control, though repeating might help to reinforce the results.

    • Great thoughts here, Matt! This makes a lot of sense – yeah I’d imagine that further experiments could really help solidify our hunches here!

  • Killer material as always, Kevan! 🙂 As I was “reading,” I kept coming back to two underlying assumptions to your line of thinking which I would love to see explored further.

    Firstly, it seems you’re assuming that you instantly see the engagement benefits of each new blog post. What’s the true lag time and life cycle of impact that publishing a new blog post has? How many months of not posting anything new would it take before you started to see a traffic dip that made you uncomfortable?

    And secondly, it seems you’re assuming that the time it takes to blog translates into time that can be spent on any number of other social/content marketing activities that ideally would be happening on an ongoing basis anyway. This is a perfectly reasonable assumption given the confines of reality, budgets and team scalability, but I wonder if it can be proven to actually be the case. What if instead of going from 100% blogging and 0% “other” to 0% blogging and 100% other, you went to 50%/50%? What if you temporarily outsourced some of the “other” tasks for one month of 100%/50%? How “elastic” would the ROI be?

    • Hi Ben! Thanks so much for carrying on the conversation here. Love reading your thoughts on this!

      > 1. That’s such a great one, we’ve found that our engagement can be quite long term for a couple of reasons: SEO boost from ranking for good keywords and the social media strategy we take where we’re cool with sharing stuff from our archives over time. My sense is that 3 months or more might start making me nervous about traffic loss from not publishing anything brand new!

      > 2. Really neat to think on this. Yes, you’re right, we were amazed to learn the value of spending time in a variety of different content areas. I think our solution at the moment is to hire more folks so that we can do both writing and creating. Were it still a small team, I might lean toward dropping to maybe 75%/25% with the 75% being writing. Would love to know if you have an intuition on some fun experiments to try with that!

      • Thanks for your thoughtful response, Kevan. Re experimenting with the “law of conservation of working hours,” I think it all comes down to performance metrics and coming up with a formula that helps take the guesswork out of the picture by making everything cut and dry. Of course that’s easier said than done.

        But again, measuring ROI on all types of digital marketing efforts in the name of forging an optimal balance of tasks tackled is only really relevant in a perfect world, where resources are unlimited and all team members are capable of top-notch work on all fronts. In reality, not everyone does everything equally well, and limited resources put ceilings on our desires to scale up. So we end up instead trying to figure out how to get the most out of what we’ve got….

        • Well said, Ben! Really appreciate the convo here. 🙂

  • Anum Hussain

    Kevan – great post. Super cool to see the various experiments you folks tried – a lot of them are things we are / have tried for Sidekick Content. I have some insight on the world of re-publishing to LinkedIn Pulse and how that worked for us. Feel free to email me if you’re interested in it 🙂

    • Hi Anum! So great to hear from you on this! I’d love to learn from you about LinkedIn Pulse, thanks so much for your generosity in offering that!

  • ryandonsullivan

    Based on all the different kinds of content you put out into the world that weren’t blog posts, and all the work you did on your existing content, I’d bet my neighbor’s cat (I like my neighbor’s cat for the record) that your organic traffic continues to climb up up up 🙂

    • Haha, thanks! Yes, it’s been cool to see the effect of trying some new things, for sure!

  • I love this. It’d be sick to hear about how building a LinkedIn group has paid off for others.

  • Hi there! Just an update, MailChimp just updated their A/B testing experiments “with a redesigned interface, native content testing, and the ability to compare 3 different versions of a campaign instead of just 2”. Do check it out, and thanks once again for the inspiration! http://blog.mailchimp.com/introducing-more-powerful-ab-testing/

    • Oh wow, haha! Did that just happen yesterday? What great timing!

      Thanks, Spryos. I’ll update the blog post with a note. 🙂

  • Just goes to show that quality will always be above quantity.

  • This is seriously amazing – thank you so much for taking the time to compile all of these strategies!

    • For sure! Really glad you enjoyed it, Matt! Grateful for the chance to share all these. 🙂

  • BoBosaur

    Kevan, I’m relatively new to Buffer, but I absolutely love the approach, the transparency, the ownership, and the attitude of constant learning! This was a dense post, and I am going to have to go over it a few times. One request would be for the links to open in a new tab 🙂 then it won’t take me away from this article before I’m done reading.

    And I had a question regarding the email drip campaigns (I’ve never heard it referred to like this!), do you have multiple email lists that you tried this on? To clarify, did you send it out to your main newsletter list or did people have to specifically sign-up for the email courses? Just curious to get that insight since we’re gearing up to do more with our email newsletters. Thanks so much in advance for the insight! I appreciate that we can all learn from each other.

    • Hi there! Really great question about drip campaigns. Yes, the route I went was to create a new email list where folks could opt in. I’ve seen some places use an existing email list, though my sense is that it’d still be great to offer an opt-in option so that all feels great.

      It’s an interesting one that I haven’t fully figured out yet 100%, so there may be some better advice out there! I think I’d slightly prefer the existing list approach, using a new sort of opt-in process. I think I’ve seen people do it by asking subscribers to update their preferences (then having a checkbox or radio button to select the new course).

      What’s the new campaign about? Sounds exciting!

  • Loved reading about your experimentation with updating and republishing blog posts. We’ve been doing a lot of that over the past year on the HubSpot Blog, and it’s been doing wonders for us, especially in terms of boosting organic search traffic to our blog.

    Here’s a blog post + ebook I wrote about our results and methodology (we’ve been calling it historical optimization) if it’s helpful to you and/or your readers: http://blog.hubspot.com/marketing/historical-blog-seo-conversion-optimization

    Thanks for the heads up about Feedly. I had no idea — what a bummer!

    And thanks for the link to my post about updating and republishing content (I should probably update/republish that) 😉

    • Great to hear from you, Pamela! Thanks so much for the link to your experiments & results. Can’t wait to dig in there! I feel like I’ll learn a ton. 🙂

  • Jan Zając

    Fantastic post, really helpful and insightful!

    Our experience for repurposing content is much smaller, we’ve been using mostly LinkedIn Pulse and Slideshare so far.

    On LinkedIn Pulse, we’re uploading shorter and more personal versions of best blog articles. I started to do it as the founder, and recently 2 of key employees joined me. I have about 2000 connections, and my posts reach 200-600 people, and engage 20-60 of them. The proportions are similar also for other employees. We seem the as mostly the tool to reach our existing clients and followers, yet there are also some unknown readers and they are usually from our core target group. We try to engage with them on personal basis, as it is LinkedIn. It seems that the readers are usually unwilling to click external links and convert to blog readers etc.

    On Slideshare we use mostly the company profile. Good presentations get 1000-2500 views with just social promotion, and up to several clicks to the website, yet we apparently reach mostly new people in this way. The Slideshare deck also nicely indexed by Google, and look good on LinkedIn, especially when added to author’s profile, Twitter and embedded on the bottom of respective blog post. We also like very much to upload our conference presentations and to write short blog posts around them, which is actually repurposing a speech at our blog and Slideshare. The bad thing is that somehow our content specialists don’t fancy doing presentation, they prefer Pulse, so I’m really looking forward to your post about how are you working on your presentations.

    Thanks again!

    • Jan Zając

      PS. 1 more question: Could you estimate total man/days workload for all the activities you performed during the testing month?

      • These are such great tips and workflows, Jan! Thanks for sharing! Your numbers here are so useful also, as I’m sure many folks (including me!) are curious about the results on these channels!

        Thanks!

  • Wow! What a bold strategy and great results. Buffer is my #1 source of industry research and with these updates, i know more people will engage, etc. I saw a few of the updates as they came out and enjoy the options of video and audio. Iceland is amazing! I’ve been there too! 🙂 Keep up the great work Kevan!

    • Cheers! Thanks, Steve! Really great to know you enjoyed this one!

  • Tim Underwood

    New to Buffer and am wondering if I can use Buffer for more than one Twitter account? Can anyone tell me or point me to a forum or something where I coud find someone to ask?

    • Hi Tim! Thanks for asking about this. So happy and excited about your Buffer interest! It’s great to have you on board.

      Yes, our Awesome Plan and Business Plan each allow for multiple of the same social profiles to be connected. Here’s a bit more about the Awesome Plan: https://buffer.com/awesome

      Hope this is what you had in mind!

      • Tim Underwood

        It is, thanks!

  • Hi Kevin. I am impressed by the work you have done for this. It makes me humble 🙂

    • Thanks so much! Really appreciate the feedback here. 🙂

  • Great info, Kevan.
    I’d love to see your workflow for SlideShare. Also, is there no penalty for pushing your duplicate content to other platforms? I’ve never republished my posts to Medium or LinkedIn or Quora but I’m willing to do so if search engines are fine with it.

    • Hi! Yes, I’d be totally up for sharing the SlideShare workflow. Thanks for the vote! And as for duplicate content, I believe what I’ve noticed is that there’s mostly no downsides to doing this that we’ve seen. Google is great at recognizing where the content originated, and we really enjoy the value that this strategy can bring to different spots.

  • Jessica Guzik

    Hi Kevin!

    • Hi Jessica! That’s a really great point and one I don’t think I fully considered for this experiment! Thanks so much for sharing your experience here. Curious, if all the old comments were replied to, would that change your thoughts at all about how open you’d be to leaving a new comment? I’d love to reflect on this one a bit more. This is really great!

      • Jessica Guzik

        Hi again Kevan! To answer your question, I would not be more likely to leave a new comment if the blog author replied to all older comments. The fact that you and the Buffer team respond substantively to most, but not all, comments makes your engagement more authentic. You don’t respond reflexively; you respond thoughtfully.

        I would be more likely to leave a new comment if there was a kick-off comment: Something that summarized themes surfaced in old comments and/or invited a fresh conversation. I’m going to experiment and seed some kick-off comments in Buffer blog posts this week. We’ll see if they spark any new discussions!

  • Kevan

    This is quite simply the best content marketing post I’ve read so far THIS YEAR – and I’m not even joking or being hypey (if that’s even a word).

    You and your team consistently push the bar higher and keep producing research like this which is absolute gold dust.

    I was considering ways to re-purpose evergreen content, and after reading this (given my resources and skillset), I’m going to be doing the following:

    1. Create new email drip campaigns based on old blog posts

    2. Update older blog posts with new information, graphics

    3. Create video content from blog posts

    4. Create audio content from blog posts

    5. Create infographics

    And I can do all this with a higher degree of confidence due to this post proving the concept in each case.

    Thank you!

    Loz

    • Amazing to hear this, Loz! Thank you so much for your excitement for these strategies and for your support of these fun experiments! Really great that you’ve identified a few to try here. I’d love to know how they go for you!

  • ReACT ASB

    Absolutely fascinating read Kevan! You & the Buffer team have created something special here. As a rookie marketer, I find your content extremely insightful and I consider the last hour of my time incredibly well-spent soaking up the results of your experiment. I intend on following your top 5 experiments and I’ll let you know the outcome of this from my business’ point of view. Thanks again.

    Elliot Ball,

  • Alex Flom

    Thank you for such a useful post.
    A quick question: How did you promote the email course which ganied such impressive traffic ?

  • Maria Peagler

    Kevan – I’ve been repurposing content over the summer months for three years, and these posts end up being some of the most popular we publish. Because I do a lot of round-up posts, it saves our readers a lot of time in finding our best content. It also allows me some downtime to invest in learning myself and not focus so much on content.

    I’m a big believer in repurposing content as many ways as possible: infographics, videos, transcripts, audios, ebooks, and Slideshares.

    Thanks for sharing your process – it was fascinating!

  • Kevan, this is an amazing post, my head exploded with all the useful information when I tried to read it in one go! Next time, I’ll try to take it in small pieces… 🙂

    It would be amazing to see your SlideShare workflow in a separate post.

  • Really good post. Thank you for the insights.

    I’d be interested to hear how many new email subscribers you got for the month vs. usual.

    Perhaps a better metric of success?

  • TheoOliveira

    I basically would say that the whole point is try to get the content to maturate. Something our modern society doesn’t seem to understand because of the concern with new and fast.

  • travelgeekery

    I love the experiments you people are doing! Oh wait, this post is also not brand new! 😀 Well done! Because I somehow missed it the first time. Anyways, keep experimenting and having fun with it! Always pleasant (&useful!) to read. Veronika

  • This is genius. Just a quick question: When you updated posts did you keep original posting dates the same? Or did you completely repost? The idea to simply not post new content but whole-heartedly focus on updating old posts is so simple, yet so effective. Definitely taking this challenge on immediately as I am in the middle of a rebrand on my personal blog. Thanks!

  • abroad jobs

    thanks for the useful post jobs

  • EXTREMELY informative – thank you!!

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