Business owners who consistently publish monthly blogs generate nearly 5x more leads than those who don’t. That’s great news for advisors looking to expand their content marketing. Tangible opportunity is out there, but if you’re going to take precious time out of your day to blog, you want to maximize your writing ROI.
While cultivating your own blog, don’t hesitate to repost your content on other sites to expand your visibility. In the new age of internet and SEO, of course, the reposting process requires more strategy than simply “copy and pasting” your way across the digital sphere.
In today’s blog, we’ll point you in the direction of our favorite places to repost and provide a few pointers to help you get started.
Where to Repost
Focus your attention on two primary sites: LinkedIn and Medium. While LinkedIn is widely considered to be the gold standard for thought leadership, Medium holds a surprising amount of clout and a dedicated readership in the financial space.
While some critics will caution that your repost on LinkedIn and Medium could potentially steal traffic from your own site, we shrug our shoulders and say: if people are viewing your article and interested in your advice, that’s a win. It doesn’t matter where they’re reading it.
Beyond LinkedIn and Medium, you can also turn your attention to the Quora community, where financial thought leaders can quickly build loyalty (and potentially new business). Quora may not have the prestigious brand appeal of LinkedIn, but its readership is known to appreciate and reward original content from industry pioneers.
Finally, we encourage you to take advantage of your financial network and repost your content via guest blogs. While gaining a new audience for your article, you automatically receive additional credibility thanks to your colleague’s support.
Knowing where to repost is half the battle. But how should you do it, and what traps can you avoid along the way?
Reposting Penalties to Avoid
Google practically owns the internet, and because of their dominance, they enforce rules for playing the search engine game. Rather than indiscriminately reposting your blog on every available site, you’ll benefit from taking a more clever approach to avoiding SEO penalties.
These warnings are not meant to discourage you from reposting, but only to make you aware of the regulated world of modern online publishing. Google’s warning on the matter is diplomatically described:
“If you syndicate your content on other sites, Google will always show the version we think is most appropriate for users in each given search, which may or may not be the version you’d prefer.”
While Google states the obvious, they also provide a surefire way to keep driving track back to your website:
“[Ensure] that each site on which your content is syndicated includes a link back to your original article.”
And what are the rules for reposting?
- Never repost 100% duplicate content.
- Don’t repost your blogs until several weeks after your initial publishing date.
Google targets exact replicas and reposting in rapid succession. Let the dust settle on your first post, and you’ll be good to go.
Repurpose Your Reposts
When you’re ready, get creative with repurposing your content in fresh ways. This could mean turning a list into a more full-bodied thought piece or turning an essay into a bullet-pointed listicle.
Also, consider serializing your blog (credit to Charles Dickens) on LinkedIn and Medium. Our attention-deficit culture loves short and sweet stories, so if you break your blog into three, four, or even five parts, you’ll increase your read-through-rate and add a little anticipation before upcoming installments.
You can also make adjustments to your original content. The financial world changes by the second, so updates, revisions, and reflections on your initial article will never go out of style.
You deserve to have your content read by as wide an audience as possible. As you grow your blog, harness the power of reposting on other popular sites. So long as you remain creative with how you repurpose and repost that content, you’ll never have to worry about the Google SEO police.