While a regularly updated blog is a must for any business, it can pay to look further afield and publish your insightful musings elsewhere. Two popular channels are Medium and LinkedIn. Here’s everything you need to know.
1. A small amount of duplicate content is fine
The thought of cross-posting articles on sites like Medium and LinkedIn is initially a scary thought, particularly since Google updated their algorithms to penalise sites posting “excessive duplicate content.” So how are cross-posting verbatim posts on these sites different?
- You may like: Newsletters: Why aren't you writing them?
According to the head of the webspam team at Google, Matt Cutts, this is something you need to seriously consider, he stated: “For the most part, duplicate content isn't really treated as spam. It's just treated as something we need to cluster appropriately and we need to make sure that it ranks correctly.”
Which basically means that a little bit of duplicate content is fine, but if you start to display spammy behaviour, like reposting all of your articles you will get penalised. The best practice for reposting verbatim, according to Hubspot, is one post in every five.
Top tip: Only repost content that you own (that you have specifically written) and always credit the original place where the article was first published.
2. See it as an opportunity to repurpose
Posting on LinkedIn and Medium is a great way to grow a following, it will also strengthen and build your brand and mark you out as an expert - but if you are not posting duplicate content it can be quite time-consuming.
That is unless you decide to repurpose some of your historical content.
Medium large: The breadth of bloggers and readers on Medium makes it a prime site for getting your name known
The content that you have already created both on and offline is a rich library of ideas and foundations for new posts that you can share across both platforms.
Top tips: Take a look at your listicles and write a new article for each point highlighted within the chosen list and expand on your original findings with up to date stats and quotes and opinion.
- Rewrite your original article from a different perspective using the same information i.e. if you have written a ‘best practice’ guide to something, write your new post from the perspective of ‘what not to do.’
3. More eyes on your content, more traffic to your site
Sharing articles on these platforms will mean that you reach a wider audience. It will also according to EConsutancy bring more traffic to your blog. They did a study which found that LinkedIn is now responsible for a staggering 64% of all visits from social media channels to corporate websites.
Top tip: Always include a strong call to action (CTA) so that your reader knows what you want them to do.
4. Seven is the magic number
If you are going to go down the route of cross-posting never publish the duplicate content on the same day that you post the original.
Wait seven days before reposting so that Google has a chance to index your site and mark you down as the authoritative content.
5. When it comes to reposting your site won’t always rank highest
Google is for the searcher not for the sites, and because of this platforms with stronger domains and a bigger reach are likely to be listed first (though if you follow the ‘seven day rule’ mentioned above, there is a small chance that you might list above them).
It is important to remember that posting on LinkedIn and Medium will not help your SEO. Publishing on these places is not about SEO it is about brand building and raising your profile.
Top tip: Remember your blog is the place where you have full control and ownership of your posts so nurture it - Don't just post on other platforms. You need to make sure you have a visible presence on both so that your own site doesn't get lost in the rankings. Your LinkedIn and Medium posts should be used to drive traffic to your website.
6. If it goes viral it is more likely to go viral from either LinkedIn or Medium
When you cross-post your article is more likely to go viral from either LinkedIn or Medium. This is due to their reach and the fact that the article will most likely be higher ranked on search engines.
Top tip: Don’t see this as a bad thing. Yes, your site has missed out on a ton of traffic, but it is also an opportunity to build a relationship with influencers who have shared your article. Put the URL of your repost into Topsy and see who shared it, then thank them for sharing and get busy with the networking.
7. Think about the audience
You should always know who you are writing for. Business advice posts generally tend to do well on LinkedIn and niche topics that are written as seven-minute posts (this is about 1,500-1,800 words) do better on Medium.
Thoroughly research both sites before you start posting and remember that you are working to build your brand.
Top tip: Stick to headlines that are 100-200 characters and pick a title that is catchy, but still clearly represents what your article is about.
Cross-posting content can be an effective way to raise your profile and drive traffic to your site. But bear in mind these awesome tips before you take the plunge.
For help or advice on posting on platforms other than your site or repurposing your content please contact us.