After you spend a lot of time ideating, creating, and editing your content, it’s natural that you want to publish it everywhere you can. You figure that the more exposure it receives, the better it’s going to perform. In reality though, you need to be careful about exactly where and how you post your content.
Having your content curated and linked back to you isn’t a problem. Platforms like Stumbleupon and Reddit are great for sharing your content and driving your audience back to your site. Publishing directly on platforms like LinkedIn or Medium, however, is where it gets tricky.
Below, we’ll discuss exactly what you need to know about cross-platform publishing, and how to publish across multiple platforms without any problems:
How Reposting Content Can Hurt You
Multi-platform publishing can pose major problems with your SEO strategy. If you post your content to a website with greater authority than yours, such as LinkedIn, your content is going to rank higher on their website than your own. This drives potential organic traffic away.
Google is also apt at detecting duplicated content. If your articles are listed on multiple websites and you don’t take proper precautions, you’ll receive a penalty. That means your content shoots way down on Google’s page rankings.
Finally, you could hurt your audience’s perception of your brand. Cross-posting content can seem lazy or spammy. People expect a personalized, relevant message, and the idea that you’re simply blasting content anywhere you can is a turnoff to a lot of people.
Making Multi-Platform Publishing Work
If you want to post your content across multiple platforms you need to learn about canonical URLs. Canonical URLs allow Google to track all articles to the same original source, no matter what website they’re posted on. This ensures that your website gets credit for any keywords or backlinks. Most importantly, it makes sure that you don’t get penalized for having duplicate content.
Here are some other tips to make sure you get the most out of multi-platform publishing:
Use cross-promotion. Instead of copying and pasting the same content, simply promote it on each platform. Present it in a different light that makes sense for each platform’s audience and link back to the original article on your site.
Repurpose your content. If you really want to post an entire article across various platforms, try repurposing it instead. Tailor it to the platform’s audience, tweak the headline, and change everything up a bit. You’ll end up with different articles on a similar subject and avoid any SEO penalties.
Pick and choose your spots. Not every article warrants being blasted out to your entire audience. Pick the articles that you cross-publish or cross-promote carefully. If you cross-post everything you might come off as too pushy.
Publishing content is a tricky process. Even the best content suffers if you’re not sharing it with the right audience on the right platforms. If you need help figuring out how to get your content out to the world, make sure to reach out to us, we would love to shake hands online.
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