EXP_03_ TESTING OLD TEXT POSTS FOR ETHUM LINKEDIN PAGE.

═══════════════════════════════════════════════════ CONT-SOP-009: Old Post Reposting Strategy (Evergreen Content Recycling Framework) ═══════════════════════════════════════════════════ Status: Active X-SOP Created From: EXP_03: Testing Old Text Posts for ETHUM LinkedIn Page Owner: Fatima (LinkedIn ETHUM Company Page) Enforced By: Nabeel Abbas Review Cycle: Every 90 days ═══════════════════════════════════════════════════ WHAT WORKS ────────────────────────────────────────────────── 1. Reposting old high-performing text posts (90+ days old) on ETHUM's LinkedIn page generates 60-80% of original engagement because: - Most followers didn't see the original post - LinkedIn's feed algorithm doesn't penalize reposts after 90 days - Evergreen content remains valuable regardless of publish date 2. Testing old posts reveals which content remains relevant and which topics have lost interest over time, providing data on content longevity and audience interest shifts. 3. Reposting proven winners is lower risk than creating new content from scratch. You already know these posts resonate. EXACT PROCESS (Replicate Every Time) ────────────────────────────────────────────────── Step 1 — Identify Repost Candidates (Monthly Review) Pull analytics for all posts from 90-180 days ago. Sort by: ✅ Engagement Rate (reactions + comments + shares / impressions) ✅ Saves (signals lasting value) ✅ Comments (signals discussion quality) Select top 10 posts meeting these criteria: - Engagement rate: 3%+ - Published: 90-180 days ago - Evergreen topic (not time-sensitive news/events) - No outdated information (numbers, policies, tools) Step 2 — Verify Content is Still Relevant Before reposting, check: ✅ Are the claims/numbers still accurate? ✅ Is the topic still relevant to current audience? ✅ Have any referenced tools/companies changed significantly? ✅ Does the post align with current ETHUM messaging? If anything is outdated, update it. If the core insight is no longer valid, skip it. Step 3 — Repost Without Announcing It's a Repost DO: - Copy the exact original text (if still relevant) - Post at the same time of day as original (if it performed well) - Use same or similar image/visual (if applicable) DON'T: - Add "Reposting this from X months ago" - Reference that it's old content - Apologize for reposting Most followers didn't see it the first time. Treat it as new. Step 4 — Track Repost Performance vs Original Log in tracking spreadsheet: - Original post date & performance (impressions, engagement rate) - Repost date & performance (impressions, engagement rate) - % of original engagement achieved - Follower growth between original and repost (context) - Notes: Did topic remain relevant? What changed? Step 5 — Cadence: 1 Repost Per Week Weekly Schedule Example: - Monday: New content - Tuesday: New content - Wednesday: Repost (old high-performer) - Thursday: New content - Friday: New content This ensures 80% new content, 20% proven winners. Step 6 — Create a Repost Bank (Ongoing) Maintain a running list of repost-ready content: - Post title/hook - Original publish date - Original performance metrics - Next eligible repost date (original date + 90 days) - Topic/theme This makes reposting a systematic process, not ad-hoc. QUALITY CONTROL ────────────────────────────────────────────────── ✅ Only repost content 90+ days old (avoid looking repetitive) ✅ Only repost top 10% performers (3%+ engagement rate) ✅ Verify all claims/numbers are still accurate before reposting ✅ Never announce it's a repost (treat as new content) ✅ Track repost performance vs original ✅ Limit reposts to 1 per week (20% of content mix) ✅ Skip content with outdated info or irrelevant topics TOOLS REQUIRED ────────────────────────────────────────────────── - LinkedIn Page analytics (to pull historical performance) - Repost bank spreadsheet (tracking eligible posts) - Content calendar (Freedcamp) to schedule reposts SCALE INSTRUCTIONS ────────────────────────────────────────────────── - After proving the repost strategy works: Expand to 2 reposts/week (still keeping 70%+ new content) - Apply the same framework to other platforms: → Repost top LinkedIn posts to Twitter (adapted format) → Repost top LinkedIn posts to newsletter (expanded version) - At 20,000+ followers: Repost top performers every 6 months (enough audience turnover to justify higher frequency) WHAT TO AVOID ────────────────────────────────────────────────── ❌ Reposting content less than 90 days old (looks repetitive) ❌ Reposting low performers (<3% engagement) hoping they'll improve ❌ Announcing "Here's a repost from X months ago" (kills engagement) ❌ Reposting more than 1x/week (oversaturates with old content) ❌ Reposting time-sensitive content (news, events, dated info) ❌ Skipping relevance check (assuming old content is still valid) EXPECTED RESULTS (Per Repost) ────────────────────────────────────────────────── Conservative Win: - 50-70% of original post's engagement - Saves time creating new content (15 mins vs 2 hours) - Validates content longevity and evergreen value Optimistic Win: - 80-100% of original post's engagement (or higher if follower base has grown significantly) - Surfaces content to new followers who missed it - Identifies top evergreen topics for future content creation