When the trend of blogs first started, it was all about expressing an opinion, sharing your thoughts or relaying information and posting on a website, to be perused by your friends and other followers. The world has moved on since then and blogging has become a far more strategic tool to market products or services, promote your brand or offer advice or thoughts that could lead to work opportunities or partnerships. With the advent of Twitter and Facebook, blogs are now tweeted, liked and shared which can lead to readers across many audiences seeing your work. But unless you are writing every day and constantly updating your website, it’s unlikely your blogs will be viewed by that many. So what started as sharing something online, with the hope of it garnering a following, is now an opportunity to reach more readers than you can imagine, more easily.
LinkedIn and Medium, both platforms for professionals to interact with each other, are great places to cross-post your blog entries. They both have huge existing audiences, with millions of people visiting their home pages every day. Their publishing tools offer you the chance and place to put your content out there and receive quick feedback.
Cross-posting is a very effective way to lead people to your website. People reading your posts will get a sense of your style and if they like what they see, will follow you back to your original website to read more.
Is there a negative angle to cross-posting? Digital sharecropping, a term coined by Nicholas Carr, refers to the practice of placing too many resources into growing your following on outside platforms you don’t own, instead of focusing on your own website, of which you have total control. You might say that cross-posting your blogs on as many platforms as possible could hurt your SEO – what happens if Google penalises your website and only indexes your content on more authorative sites? [Luckily, this won’t happen, since Google engineers have said the algorithm they designed to punish aggressive guest posting would only reduce spam guest posting that exists to build backlinks.] Something to be aware of though, is that all platforms are not the same, so your content might not be ideally suited for a wholesale posting – some tweaking of the blog to make it relevant to the specific platform will go a long way.
If you want to reach people, the tables have turned. It’s no longer about waiting for the readers to come to you, but to put your content where the readers are.