As of today, I’m back in the content syndication game. And publishing articles on LinkedIn once again.
I think “content syndication” sounds cool… so that’s going to be my phrase of the week! (Until I get sick of that mouthful of syllables 😆)
“Content syndication” is really just a fancy term for repurposing your content on other websites or platforms.
I used to repurpose my content on both Substack and LinkedIn. But that was when I was writing more about freelancing.
I closed my Substack account… and stopped posting articles on LinkedIn… because the articles didn’t relate to the direction I was taking my business.
The whole point of repurposing like this is to reach a wider audience.
If you’re producing a lot of content, like I am on a daily basis, then it makes sense. Because it can be ultra low-cost in terms of time and money.
Plus those articles are out there practically forever. So people can stumble upon them through organic searches. And it opens up another way for potential customers to discover your business.
I find it’s worth doing because I’m putting a lot of my effort and focus into writing emails. So they’re often in reasonably okay shape for publishing as a LinkedIn article. With only minor changes.
I don’t do anything fancy like trying to make them SEO-ready or anything like that.
I keep the subject lines pretty much the same. Maybe just putting them into title case. I’ll make make additions or changes to the content if needed to make it work better as an article. But most of the time I don’t bother.
Because my emails are often like short readable articles already!
I’ve decided to post three times a week on LinkedIn. So that’ll be just under half of my new email content that ends up there.
It gives me some leeway if I write emails that I don’t particularly want to put out there. Or I’m repeating myself a bit too much on one particular topic.
The hardest part is… in order for the article to look right on LinkedIn, it needs an image to go with it. (And, sure, it also helps with catching attention.)
But that’s the thing that takes the longest when getting the article ready.
It takes two minutes, if that, to copy and paste the article body.
Then it might be another five minutes to go find and download an appropriate image.
Then I write one sentence for the LinkedIn post that goes with the article.
It doesn’t take very much time. And I use the scheduling features of LinkedIn to post the articles. So I can set them up in a batch.
I did an initial couple of posts today to get things going again. And then I’ve scheduled four articles for the next week and a half.
So, that’s what I’ve been up to with content syndication (repurposing).
There could be repurposing opportunities in your business as well.
If you’ve got things you create for your business. Blog posts. Emails. Ebooks. Products. Whatever…
All can be repurposed to some degree.
And without giving away the farm, so to speak, when it comes to content from your products. Just bits and pieces of interesting details can be shared if you want.
Repurposing gives the opportunity for your content to have a wider reach. So people can discover the world of your business.