I’ve been trying really hard lately to show up and give value consistently in some carefully selected Facebook groups. They’re the perfect place for identifying pain points and providing inspiration/information whilst building relationships too. They are a goldmine of content ideas, just like this one.
So where did that quote in the title come from?
Well, today I spotted a user’s post I just had to give my two cents on. It had a problem in common with many of my content marketing clients when they first come to me so I knew I had something to add to the conversation.
The post indicated that the business was cross-posting and seeing results on one platform while the other plateaued. (If you’re not sure what cross-posting means, it refers to sharing the same thing on more than one platform – in this case, Facebook and Instagram. It’s a strategy which rarely results in success).
So here’s what I chipped in with…
Hi X, with Facebook Zero (the latest algorithm update), posts linking to external sites won’t gain as much traction as they have done previously. This is because Facebook wants you to a) pay for conversion ads or b) keep people on the platform (focusing on engagement instead). I’d say, if the content is the same and you are seeing results in one place but not another, it’s likely that’s telling you that you need to make a change. From my experience, I know cross-posting isn’t an effective strategy as your audience are in different mindsets on different platforms. Therefore you need to create content specifically for the channel you’re putting it out on. Clearly it’s working well on Instagram, so keep at that consistently. But look back at what has previously worked on Facebook and give people a reason to engage with you on there also.
I wanted to share this with you as a reminder to think about what each platform is used for, how, why and when. Put yourself into the shoes of your clients and customers. Think about your own use of each too.
It’s far too easy to share the same piece of content across the board. Not optimising it, not breaking it down or not taking it from a different angle, gives your audience no reason to connect with you on multiple platforms. You’re adding to the noise and decreasing those touch points, making it harder than it needs to be to build that know/like/trust factor.
Content marketing without cross-posting doesn’t need to take up tons of time, energy or money. Every idea you have can be delivered as a pillar piece (such as a long-form blog post or webinar) and bite-size chunks (such as a Tweet or Story).
Most importantly, take the time to work out what should go where. By publishing without a plan, it’s not really the content falling flat. Unfortunately, it’s you. But it doesn’t have to be that way.