Write Once, Promote Twice: A Smarter Way to Do Social Media

Creating content takes time, we all know that. so why not get the most mileage from it?

At MeetEdgar, we believe that smart content strategies are all about working smarter, not harder. That’s exactly what our Write Once, Promote Twice approach is all about.

In this blog post, we’re diving into the highlights of our popular webinar where we cover how to make your content last, increase engagement, and build a strategy that works on autopilot—without sacrificing authenticity or connection. We’re sharing how to extend the life of your content, make the most of your social media updates, and develop a strategy that keeps your audience engaged without burning yourself out.

Prefer to watch instead? Scroll to the end of this post to watch the full webinar recording!

Evergreen Content: Your Secret Weapon

At the heart of our strategy is evergreen content, the kind of content that stands the test of time. It's not tied to trends or specific dates. Evergreen content isn’t tied to a trend or a time. It’s just as meaningful next year as it is today. Whether someone sees it today or a year from now, the content still provides value.

Why is this important? Because when you create content that doesn’t expire, you can share it again and again, reaching more people and building consistent traffic over time.

Cross-Promoting vs. Cross-Posting

When you’re posting to social, think cross-promote, not just cross-post. Don't just blast the same update across every channel. Instead, tailor your content to each platform’s personality:

• Facebook might love a casual caption
• X/Twitter might need a hashtag punch
• Instagram? Keep it visual and light

Speak the language of each network for maximum impact!

Know What Resonates and Use It Across Your Business

As you're writing and sharing content, always tune into what your audience reacts to best.

Your content isn’t just for marketing. It’s a goldmine of insights. The way people comment, react, or share gives you real insight into what messaging hits home. What language resonates? What pain points pop up over and over?

Use this across your business, from product teams to sales messaging. It’s all about learning from your audience and improving as you go.

Start Big: Brainstorm Evergreen Topics That Matter

Think macro. Start with the big ideas that matter most to your brand and your audience.

Then build a brainstorming tree: starting with big themes like digital marketing, social media, or small business success and branch into blog posts and updates from there.

Here at Edgar, we use these trees all the time to stay focused on our goals and aligned with our audience.

Always build with your audience in mind. Your feed is for them, not just for you!

5 Golden Rules for Creating Killer Evergreen Content

When you're writing posts, blog entries, or updates, filter everything through these five lenses:

• Be Selfless: Solve your followers' problems. Address their pain points. Make it about them, not you.
• Be Original: Everyone’s talking about the same tips. What’s your unique angle? What’s your voice?
• Be Actionable: Give clear, practical takeaways your audience can use right away.
• Be Informed: Know your audience inside and out. Build personas. Research what resonates.
• Be Experimental: Try new formats, visuals, messaging. Even "failures" teach you invaluable lessons!

Social media is one big experiment: the more you test, the more you win.

Repeat Yourself (In the Best Way)

One post shared once = instant fade into the abyss.

Repeating your posts ensures your content hits different segments at different times. Think of it like an ice cream truck making rounds: some folks buy on the first pass, some on the second, some... every time. 🍦

Add variety by:

• Pulling quotes from posts
• Crafting multiple headlines
• Using humor or curiosity hooks
• Sharing interesting facts

And no, your followers won’t notice if you share something more than once. Promise.

Using MeetEdgar to Organize and Refresh Your Content

Once you've created awesome updates, getting them organized and scheduled can make a huge difference in staying consistent and keeping your followers engaged without feeling overwhelmed. If you are using MeetEdgar as your social media tool, our recommendation to make repetition easier is to:

• Use categories like "Tips Tuesday" or "Motivation Monday" to add consistency.
• Experiment with different posting times, even late-night posts can surprise you with engagement!
• Use Start and Expiration Dates to schedule or retire posts automatically.
• Mix in live updates to keep it personal and human. Automation should make real engagement easier, not replace it.

While automation tools make it easier to stay consistent, it’s still important to leave space for live, real-time engagement. Connecting authentically with your audience (responding to comments, sharing spontaneous updates, and being part of conversations) is what builds long-term loyalty. Automation should support that, not replace it.

Over time, building up a content library and refining your process will help you stay visible without constantly scrambling for new ideas and it gives you room to stay creative when inspiration strikes.

Progress Over Perfection

Remember, social media isn't about getting it perfect every time. It's about creating valuable, sharable content consistently. Look at your engagement, see what’s resonating, and lean into what works.

People want to connect with brands that feel genuine. So keep your tone conversational, casual, and real. And don’t be afraid to repeat yourself! Good content deserves more than one moment in the spotlight.

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Watch the Full Webinar Recording

Want to go deeper into everything we’ve covered here? Watch the full Write Once, Promote Twice webinar recording below. We walk you through examples, tools, and strategies to help you make the most of every piece of content you create.

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