Write Once, Publish Often

It should go without saying at this point that once you’ve created a great piece of content, you should share it on as many relevant social media channels as possible.

What makes a network relevant? I don’t believe in ignoring a particular network because you think it’s demographic might not be right for your product, but you should tailor the content to the network that you are sharing it to.

For example:

  1. Facebook users tend to like funny, inspirational, or “soft” content.
  2. LinkedIn users tend to like more serious content and the opportunity to offer their opinion.
  3. Instagram, being picture driven, requires little text but a powerful visual.

There’s no reason to think that the Facebook user, Instagram user, and LinkedIn user are not all the same person in this example; but they are operating in a different “mode” when they are on each network and the more you can tailor the content to that network the better your chances of creating engagement.

This doesn’t necessarily mean changing the content, just the way you share it.

For example, for a new product launch:

  1. On Facebook post pictures of the team celebrating the launch of the new product – tag those who are on Facebook and show your customers (and competitors) what a great team and business you have.
  2. On LinkedIn publish more details on the product and what you think it is going to do for your business, the industry at large, etc. Reach out to influencers (more on that later) and industry experts to try to get their opinion
  3. On Instagram post product shots and try to get customers to share pictures of them using the product with you

“Content is fire, social media is gasoline.”

Jay Baer

On the topic of sharing, there’s also nothing wrong with publishing content more than once.

“What?” I hear you cry (well, I don’t but…) “What about duplication. You told us about a hundred times that duplication is bad!”

And, yes, this is true. If you post the exact same content to multiple websites you’re going to devalue your content and create duplication issues for yourself. 


Most social networks are “walled gardens” – you have to have a login to see some (or any) any of the content and, as we’ve already established, the lifespan of a “share” is brief.

The people leading the field in “social selling” have a back catalogue of content and they frequently repost older content either with a new “hook” – relating it to current events, a piece of business news, or in response to a question they have been asked – or just as a “you may not have seen this” or “here’s one of our most popular videos”.

Most social networks algorithms don’t appear to have a massive issue with reposted content if it generates engagement.

So, don’t worry too much if you mistime the posting of your next video. You can try again in a few days at a different time.

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