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Don't Be a One-Pump Chump: Marketing Content Beyond the First Share
By: Christine Geraci
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A common saying in the digital world is that social media marketing is "a marathon, not a sprint." 
Excellent theory. Not always practiced, however, particularly when we focus on how we sometimes market individual pieces of content via social media.
For example: You might pour hours and hours into a well-crafted, witty, thoroughly researched blog post complete with stunning multimedia components, click "share," and then wait with bated breath for the inevitable rise to viral popularity — only to see nothing but flat ground. 
But you shared it on Facebook! Tweeted! Pinned! Linked it in! Instagrammed! Why isn't anything happening??
It might be because you shared your content on each of these social channels only once.
And why would one do that, I ask? It's like arranging a date — picking out a great outfit, putting on a killer scent, making reservations at an amazing restaurant, showing up with flowers, getting tickets to a great movie or show, getting in for the nightcap — and then turning out to be a one-pump chump.
Each piece of content needs a plan for how it will live on after that initial blast across the social airwaves concludes. That usually means creating a schedule to share the post AGAIN, and AGAIN, at varying times and intervals, and with different teasers. 
For instance, you could share that blog post earlier in the week, and then share it again on the weekend. Then again a couple of weeks later. And then again a month later. If something comes up, no biggie — the beauty of online social schedulers like HootSuite, Buffer, etc. is that you can always go in and move things around based on relevance and timeliness.
It could also mean re-packaging that content in another form, such as an infographic, slide deck, or video, and then sharing your reincarnations at varying intervals.
Further, it could mean you do BOTH.
Is it work? Yes. But is it worth it? I'm willing to wager it will be. 

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About the Author
Christine Geraci is the Social Media/Promotions Specialist at MVP Health Care in Schenectady, NY. Connect with her on Twitter @christinegeraci.
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