So, let’s recap: We’ve talked about why you should be blogging, how to start, how to keep going and how to plan your editorial calendar. Now we’re taking your copy full circle by customizing it for each platform.
No, you don’t have to re-write each blog post for Facebook, Instagram, Twitter and your newsletter. But you’ll want to promote it on most or all of these platforms, and there’s an important trick to driving traffic from each platform back to your website: Post natively—do not hit auto-share!
When you write a blog post, or, say, create an Instagram post, there’s usually an option somewhere near the “publish” button to post across multiple platforms with one click. Don’t be tempted—the platforms know you’re not being sincere. Well, the platforms know that you’re posting to them from somewhere else (except Instagram, which will only let you post directly from Instagram), and they don’t like it. They will punish you for it with lower visibility. Basically, they’ll rank you lower in your followers’ feeds.
This means that you’ll have to visit each platform directly and craft a different post each time.
For Facebook, I like to keep the tone more conversational and casual, maybe a little witty. I include a link to my blog post and include a photo with the post—this is different than simply posting a link and letting the post auto-generate the link. I’ve noticed that more people see my Facebook posts when I post a photo with a link in the copy rather than just posting a link.
For Instagram, I write a caption that grabs my reader in the first 150 words because Instagram cuts you off after that—your reader has to click “see more” to read the rest of your caption. Of course, I include specific hashtags to get more eyes on my post and, most importantly, I update my bio link to direct readers to my latest post. Your bio link is a powerful tool, and you should be updating it regularly to showcase new content.
Twitter likes it when you’re funny and witty—and it’s definitely not a place to auto post. Auto-posting on Twitter is the fastest way to get your tweet ignored. Put on your clever cap and keep it short and sweet. The good news: Twitter no longer counts your shared url as part of the 140-character limit.
For your newsletter, there are two schools of thought: Simply dump your blog copy into your newsletter template, spice up the format a bit and boom! Newsletter done. Others like to tease the first paragraph of the blog post and link a button to the full post to generate traffic. Personally, I find that people would rather read where they are instead of clicking through. And I love to accomodate the people who are generous enough to share their email address (and therefore their privacy).
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