Write Once, Publish (at least) Twice
Posted on 17th March 2020
If you are blogging, don't be afraid to re-purpose your content on places like Facebook, LinkedIn, and Twitter.
In a bullet point, I'd written "Re-purpose content on LinkedIn, etc ????".
The question marks reminded me to verify Michael's statement that you could re-purpose content on places like LinkedIn, Facebook, and Twitter without getting a dreaded duplicate content penalty from Google.
A little extra research validates Michael's advice.
But, make sure you follow a certain process, as described in this article on LinkedIn Pulse:
Publish the original content on your own blog first. This will establish your website as the content creator, and add SEO benefits that you need to be a successful blogger.
Wait until the blog is indexed by Google. If you are an it'seeze customer, I'll help you speed up this process as part of the local support included with every package.
Once you've seen your post is in organic search results on Google, publish it as an article on LinkedIn. LinkedIn provides detailed instructions for creating articles here.
Remember, don't skip the steps.
Follow the sequence above to protect your online reputation.
Why an article, as opposed to a normal post on your LinkedIn timeline?
LinkedIn posts are smaller, concise snippets, typically only a paragraph or two at the most. They are great for sharing thoughts, events, or content in small bites. A LinkedIn post is limited to 1300 characters.
LinkedIn articles are more robust. They offer expanded ways to add images, links, and markup (bold, italics, etc.). LinkedIn articles can be as long as you like, with no limit on the number of characters.
Over time, a consistent use of articles will help build your credibility on LinkedIn as an authority on the content you publish.
Why bother, isn't my blog enough?
If you are only going to do one thing - blog. Blogs are essential to improving your organic search results on Google, and they add energy and value to your website.
But, blogs are also largely reactive. They won't work if no one sees them, and that will only happen if you promote your content.
LinkedIn is proactive. When you publish content there, especially in an article, it gets pushed out to all of your connections. And, it stays tied to your LinkedIn profile, and continues to work for you long after you have moved on to the next post.
What was that about Facebook and Twitter?
The same applies, but to a lesser degree. Sharing blogs on Twitter and Facebook should be a part of your social media strategy.
Twitter: Share content here as soon as your blog post is live; no need to wait until Google indexes it. And, share it often. Twitter content moves fast, so I'd share it over, and over, and over, and...
Facebook: Don't share the entire article, but instead share a small snippet, and link back to your blog for the whole article. Again, you can post the blog straight away.
Both are great ways to get eyes on your blog quickly, and that could lead to further engagement with your other website content.
Watch for more articles like this over the next few weeks.
Feedback or questions? You can comment below, or contact us directly.
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