How to get much more reach by posting your content asynchronously

Spread your content and expand your reach and lifetime

The easiest and cheapest trick to get much more reach for the same content is to spread it out. Don't put all your eggs in one basket and post your content on all channels on the same day.

I'm talking about how you can plan your content over multiple days, weeks, or months to expand your reach. This isn't about the best time of the day or best day of the week.

Let's be honest, nobody gives a f*ck if you (re) post a post; first of all they don't remember, and secondly, as long as it’s relevant, it’s relevant.

Why reposting content matters

It matters because you need to realize that you don’t always need ‘more’ content, nor do you need to post simultaneously on all socials by all participants.

If you divide and conquer, you'll get more reach with the same content. All you need to do is post asynchronously over multiple days on multiple channels.

How to plan over the weeks or within a week
Explained by example: a CrossFit gym
Rules of thumb

Please keep in mind that this strategy is mostly applicable to help and hub content. Not for the sexy big bang hero content, as mostly the purpose is to make as much noise as possible and be super-loud, overtaking all timelines.

My planning is over multiple weeks; different strokes for different folks

I spread all my content over mulitple weeks and don’t want to post daily. By doing so, I reach more people at different times on mulitple channels.

Notice that my planning is not set in stone; I move along with timings, sentiment, and relevance. And maybe most important, my own mood.

Newsroom 'Everything Content': as soon as my content is ready, I have no set schedule. The only rule is that I always sleep a night on it. I take my time to review it with a fresh and rested mind and make some last improvements.
LinkedIn Newsletter: once a week on Monday. After testing and some feedback, currently (2024 and 2025), this is what works best for me. I tested and retested publishing my newsletter on multiple days and times. Due to the ever-changing algorithm, it doesn't matter much.
LinkedIn timeline newsletter content: this s*cks. I’m obliged to create a post to be able to publish my newsletter item. No post is not publishing. This post has a shameful low reach, usually around a few hundred. So, I’m puzzled about how this works. I never know whether the newsletter gets sent out directly after publication or whether it takes up to 10 hours.
LinkedIn timeline regular content: when I stumble upon content worth sharing as a regular post, I always keep the 18h and the 3x interaction with others rules in mind – and adjust my planning on the go.
Instagram story: I stopped with IG stories; too low engagement for the 24 hours that it's online
Instagram feed: to my liking, to be honest. Usually, a few weeks between the LinkedIn newsletter and Medium
Medium: Just as I like it or feel it's relevant. Also, a few weeks in between with the LinkedIn newsletter and IG feed
X: I quit X. It's too toxic for my liking.

Planning within 1 week

Below is an example if you want to stick to publishing in one week. I can imagine that sometimes you can't spread your content over multiple weeks and have to catch the moment.

For example, on Monday, you publish on the website, Tuesday on LinkedIn, Thursday on IG stories, and Friday on IG Feed.

Please, don’t bombard all your followers with the same thing on the same day. Try to keep things fresh.

weekly content planning

How to keep track

I use Notion, where I've built a very simple and clean overview. Nothing too fancy or strict rules. Below, you can see the 2 views I use in Notion.

First: per publication, here I eyeball the gaps in the overview to see what I can post on which channel, except for the LinkedIn newsletter, that I plan in advance
Second: I always plan the LinkedIn newsletter a few weeks in advance, and I make sure that I have stock content. So I can make last-minute changes. It's a weekly publication on Monday and a fixed LinkedIn algorithm update on the first Monday of the month.

Notion publication overview

Notion calendar overview.png

Explained by example: a local SME CrossFit box

My CrossFit box is very active on social. The owners, the coaches, and the athletes. They are on all main channels; for this example, I’ll focus on Instagram.

Sundays, we have an amazing strength workout to learn how to use all the hidden power in your core to push your limits and lift heavier than you ever imagine. The coach is amazing, Mel. During her workouts, other coaches create content, photos, short videos, and the usual stuff.

After the workout, still on Sunday at the end of the day or Monday, my timeline literally over-floods with the same content. They all use the same assets, sometimes a (re)post, other times a different caption. The visual image stays the same.

Mel: IG story, IG feed
CrossFit box: IG story, IG feed
Other coaches (2 or 3): IG story, IG feed
Athletes: reposting, also 3 to 5

While it’s super that so many people are eager to share the amazing stuff, it’s a bit overwhelming. Yes, it’s up to me that I follow everyone. However, if you spread it out a bit, you can reach more people with the same content over multiple days.

Rule of thumb

No need to push the content on the same day on IG story and feed. It’s perfect to push the video in the story on Sunday and the pictures in the feed on Tuesday or even Thursday. Spread it to get more reach
No simultaneous posting by the CrossFit box and the coaches. I get it that both are eager to share, yet if the box posts in the afternoon, the coach can post the day after. Double the reach. No need to be that short on the ball all the time. Perfectly fine to post content one or two days after the training.
As the content is not time-bound, it is perfectly fine to (re)post the same content after a few weeks. Just make sure enough time has passed that most people forgot about seeing the content before. If you re-edit or wrap differently, nobody cares, and everybody still will be stoked.

Final words

As said, a little old-school wisdom goes a long way. Don't fire all your guns.

Spread your content out and reach more.

Disclaimer

This page was written in April 2023, updated in March 2024, and again in February 2025. I always test, try, learn, and improve the processes. Also, due to algorithm changes, you always stay sharp and adjust where needed.