This article originally appeared on the Cannabis Marketing Association’s Content Hub and appears here with permission.
We all know that content is integral to building a brand. But what you do with that content matters, too.
Posting your content on multiple different platforms — or crossposting — is a great way to meet consumers where they are and reach as many people as possible. That might sound overwhelming, but you don’t have to write all new content for every single site. These five tips will help you repurpose your cannabis content, tailor it to different platforms, and bring more visitors to your website than ever.
1. Match Content Form and Platform
To repurpose content for various platforms, you must start by matching the form of the content to the platform.
If you are crossposting blog content to X (formerly Twitter), you will need to choose concise, sub-280-character snippets to share. As an example, X is an excellent platform for sharing pull quotes or pithy phrases from your blogs.
LinkedIn is a good platform for posting longer snippets; regular posts can be a few thousand characters long, while articles can be significantly lengthier.
It’s possible to crosspost written content onto visual sites like Instagram, too, albeit with more adjustments. Instagram is a great place to post infographics, short lists that sum up an article’s main points, or pull quotes in aesthetically pleasing templates.
2. Follow Site-Specific Style Conventions
All social networking sites have stylistic conventions driven by the platform’s constraints and the ways users interact. Adhering to these subtle conventions will help your content feel natural and approachable to users scrolling through their feeds.
For example, successful LinkedIn posts are often made of short, attention-grabbing statements separated by linebreaks to make them easy to skim. When crossposting blog content onto LinkedIn, consider changing the formatting to match other posts on the platform.
Less professionally focused sites like Instagram are more well-suited for natural, conversational language. While you can post blog content directly to Instagram, sometimes it is more effective to share a short quote or provide a brief, informal summary of the piece and why your followers should visit your blog to read the rest.
3. Adhere to Content Rules and Regulations
In the cannabis industry, everything comes down to rules and regulations. Content is no different. One of the most important things you’ll need to keep in mind when posting content to various platforms is how the sites view cannabis.
LinkedIn is likely the most cannabis-friendly social networking site; posters are allowed to openly discuss the plant and the industry as long as they aren’t selling anything. When crossposting content to LinkedIn, you likely won’t have to change much to comply with user guidelines.
Though X has become more friendly to cannabis companies in recent years, anyone hoping to advertise will still have to jump through several hoops. Additionally, accounts that regularly post about cannabis, even without trying to sell anything, still report problems sometimes.
Instagram and Facebook, both owned by Meta, are some of the most restrictive platforms regarding cannabis. When crossposting content to these platforms, it might be worth removing or altering words like “cannabis” to avoid being flagged or “shadowbanned.”
4. Always Link Back to Your Original Post
Posting the same content in multiple places online can be a boon to your business, but you must be careful to follow SEO best practices. If you post the same content in multiple places, it can get flagged for duplicate content and ultimately hurt your SEO score. You can avoid this by slightly changing the wording, linking to your original post, and including a disclaimer that the piece originally appeared elsewhere.
Linking back to the content on your blog or website is also essential in capturing customers. By posting content, you are seeking to get in front of as many people as possible to promote your products or services. You can’t do that unless they navigate to your website, and the easier it is for them to get there, the more likely they are to click. Make sure to include a link to the original content on your website in an obvious but not obnoxious place, and include a call to action telling people where they can find the full text.
5. Maintain a Consistent Brand Voice
Crossposting content effectively requires a delicate balance between several factors.
You must simultaneously vary the content enough to keep your followers engaged, adhere to the network conventions and regulations, and maintain a recognizable brand identity across each platform you post on. No matter where you post content or how much you tailor it to the platform, it should still sound like your brand voice.
Finding this balance is one of the hardest parts of effectively crossposting content for many people. To keep it consistent, consider creating a style guide to reference, and always have another team member look over the content before it’s posted, if possible. You can also consider working with a cannabis content marketing agency. An effective content marketing firm will provide you with all the copy you need to share content on social platforms and email newsletters to focus more on sales and less on semantics.
Make the Most of Your Content Strategy with Cross-Platform Posting
Crossposting your content to multiple sites can be an incredibly effective part of your content marketing strategy. It lets you get the most out of your content and interact on more platforms with less effort. Most importantly, it can help capture customers by piquing readers’ interest on social media platforms and then redirecting them to the original content.
Whether you want to try sharing your optimized blog posts in an email newsletter or you’re ready to crosspost content onto every platform there is, these tips cover the basic principles you need to get started.
Bookmark the NisonCo blog for more top-notch tips to maximize your cannabis content, and contact NisonCo if you’d like assistance doing just that.
