What is cross-posting? (With definition and strategy)

By Indeed Editorial Team

Published 12 July 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Companies that post identical content across several channels may not know that doing this is potentially harming their visibility. Repurposing content to be specific to each platform can help a business build its online presence. Knowing how to cross-post effectively can increase a company's visibility, positively impact performance and help develop a marketing strategy. In this article, we answer 'What is cross-posting?', outline how companies can use cross-posting to their advantage and provide a guide to crafting a strategy.

What is cross-posting?

The answer to 'What is cross-posting?' is that it's when a company shares a unique message with its audiences across all the channels they're active on. Well-organised use of cross-posts helps a business use content across multiple channels without repeating identical messages. Channels include social media, a company website, news channels and networking sites. Companies use cross-posts as a marketing strategy to broadcast their brand, special offers and news to existing and potential customers. The goal is to get as many views as possible to secure sales or new subscribers.

You can use cross-posts to cut expenses on advertising costs. A business may use a cross-post strategy to get its message out and support that messaging with paid advertising. The most effective way to cross-post is to write unique posts for each channel based on a master content document, tailoring every message to suit the audience of each channel. Writing unique posts can be a straightforward task, and the following suggestions make it even easier:

  • point the audience of each channel to a unique link

  • highlight a distinct element of the message in each post

  • use different hashtags

  • use terminology particular to the industry

  • tailor the message to a problem the audience has

  • include a unique call to action (CTA) at the end of each post

Related: What is a content marketing role? (Plus tasks and careers)

How to cross-post content effectively

Avoiding identical posts is a vital consideration for a business, particularly when sending out a lot of content to engage with audiences. It's important to consider how to craft different messages for different platforms from the same content. For example, if a business has an interview piece with an executive, they can use elements of the interview in different ways. For example, it can use some parts in a blog post and others in a press release. Follow these steps to post content that encourages engagement:

1. Gather new content

Identify new content to use in messaging and develop a strategy that sets out a calendar of posts. Knowing what messages to use when and where drives engagement and momentum. It's also a good practice to check if any of this new content is in use on any other platform.

2. Decide on the messages

Once you have the content, separate out unique elements to include in posts. Doing this allows a marketing team to post different messages on various platforms. A company can use some content for a video piece, and photos can go alongside a press release or blog post. Influencers can receive content and they can share it in their own words.

3. Craft the posts

Crafting different messages to suit a channel's audience is more constructive and is a better use of content. Some audiences prefer video content and like to see short videos that explain the message. Those that prefer written content may like a listicle or how-to guide. Those that prefer photographic content may enjoy a series of images. By posting distinct elements suited to the various audiences, a company can increase awareness and build its brand. In addition, being known for engaging content can drive a company's growth.

4. Ensure that the content is different

Businesses often use duplicate contacts from previous campaigns. They send the same content to them and leave it to them to decide how to use the content. As a result, platforms post similar content within the same period, and then they syndicate that content and post it precisely the same way in other places. When customers see the same message repeatedly, they lose interest. While sharing a message is important, doing it differently and creatively is what engages audiences.

5. Decide on a posting strategy

A content visibility strategy is essential in developing messaging across a timeframe. Audiences are more likely to engage with a brand that posts at intervals rather than posting all at once. A company may like to get publicity in the media first and then build on that by posting on social channels. Creating a posting strategy on a shareable file allows for changes in real time, making it easier to track and analyse the content.

6. Measure the results

It's important to accurately measure results. Data from past campaigns can aid in future posting and content strategies. Evaluate the content posts on various platforms by looking at reach, engagement and the time spent on the website or product page. Sales are also a good indicator of any successful posting strategy. Ask influencers to send their engagement statistics and track links to a website or product page.

Related: How to create an effective social media content calendar

Tips to create effective content

Along with practice and experience, the analysis of previous messaging can help you create effective content. A company that continually strives to produce high-quality content can see results and engagement that improve business. Follow these tips to craft content that's engaging and unique:

Use conversational language

Simply sharing content is not enough. With so much competition on various platforms, engaging in a conversation with an audience is essential. Explain to a channel's users why you believe your post is important to them. Ask them questions or get them to post a comment about a problem they face. This type of conversation can provide ideas for future content. You can sometimes use humour to show a different side of the business.

Stick to a consistent posting schedule

Having a posting schedule keeps everyone on the team aware of what's happening. The plan can include the content to post, where to post and when. Posting daily on each platform is a good way to keep content fresh and exciting to audiences and create a consistent presence. Yet, if posting on certain days suits a business better, then it can also work to only post a few days a week.

Try to include a point of interest

Try to make one element a focal point of your piece of content and avoid generic posts. Focus on a problem you're going to solve or share a statistic about something impacting the industry and what you think can improve it. Holidays provide an opportunity for unique posts, like offering prizes or announcing charity work.

Ensure the content is free from errors

Before sending out content, proofread and edit to check for errors. Once the message goes online, it's more difficult to make changes. When editing posts, ensure that they're not too similar and that the message has a different perspective.

Use a different CTA for each platform

Instead of using the same CTA for each post across various channels, make a list of five to six CTAs and use them across the posts and messages shared. This helps to bring focus to different aspects of a business and to generate traffic to various pages. It's also a way to redesign each post for that specific audience. For example, a video piece could link to another video series or a product video on a site.

Research and change keywords

Keywords are search terms and words that a company associates itself with. For example, an insurance company may use keywords related to their products, like insurance coverage, car insurance or insurance quote. Using different sets of keywords in various content pieces can help to make the post more unique. Make a list of keywords that the company uses most often and do some research around other terms that could also apply. Find words that are similar and that people are also searching for.

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