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The Art of Multi-Posting

Posted By: on April 27, 2012

Sliced Cheese

Writing a blog post is easy. Writing one that can be applied to a complete social media brand messaging campaign requires a little more effort.

Actually, it’s a lot more effort, but it’s worth it.

Multi-posting is not what it sounds like. It’s not taking a piece of content and getting it duplicated on other sites. This type of syndication marketing or content scraping is on its way out as both Google and Bing frown on duplicate content with a passion.

For brand messaging, the goal is to take a longer “hub” story and break it down into slices on other websites to support the original and to draw in visitors to read the content as a whole. Tell the whole story in one post, then go into detail about each important individual component on different blogs and sites just as this post is doing.

People today have a shorter attention span than ever before when it comes to consuming media. It’s why social networks are often filled with quick-hitting content such as images or quotes rather than long-form posts. It’s also the reason why the blog should be the hub of the overall social media strategy.

In this case, we’re taking the multi-posting component of the entire strategy and expanding on it. While it may only be one of the six keys to success, we can go into much more detail on this blog post rather than trying to go in-depth in a single post. By doing it like this, there’s a chance that readers from this site will see the link above and click to find out what this is all about.

The most important thing to remember is to be creative with the individual components. The initial hub story may need to be more structured and journalistic than the spoke stories; it’s here that you can be much more “risky” with what you post. There’s very little chance of losing someone if they land on this page either from the source or as a reader of this blog itself. There is, however, a great chance that cross-pollination can occur, bringing in regulars from one site onto another and potentially getting their attention for future stories from either venue.

Multi-posting is only a small component, but it’s arguably the most effective when trying to get a message out to as wide of an audience as possible.

+JD Rucker is Founder of Hasai, Inc, a Social Media Firm, Director of New Media for KPA, an Automotive SEO firm that purchased Hasai, and Editor at Soshable, a Social Media Marketing Blog. Find him on Twitter, Facebook, and Pinterest.

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