How to Make Your Content Work for You
Creating high-quality content takes time and effort, so why not make the most of it? Instead of letting a great piece of content live in just one place, you can maximize its reach and impact by cross-posting across multiple platforms. This strategy not only increases visibility but also reinforces your message for different segments of your audience.
Cross-Posting in Action: Jessica Gersten Design and the mar Pendant
A great example of this strategy in practice is Jessica Gersten's recent launch of the Mar Pendant from her new collection, Ropeira. Rather than promoting the piece in just one format, she leveraged multiple channels to extend its reach:
Marketing Email: The Mar Pendant was introduced to her email subscribers with stunning visuals and a compelling description of its design inspiration.
Blog Post: The pendant was also featured on her website's blog, where she provided deeper insights into the Ropeira collection, including the craftsmanship and artistic vision behind it.
Instagram Post: To engage her social media audience, Jessica shared the pendant on Instagram, using captivating imagery and hashtags to drive further awareness and engagement.
Why Cross-Posting Works
Reaches Different Audiences – Some customers engage most with email, while others prefer social media or blog content. Cross-posting ensures your message reaches a wider audience.
Reinforces Brand Messaging – When your content appears in multiple places, it strengthens your brand’s identity and keeps your products top of mind.
Boosts SEO & Engagement – Blog posts help improve search rankings, while social media posts encourage shares and interactions, driving more traffic to your website.
Maximizes Your Effort – Instead of constantly creating new content, you get more mileage out of what you've already produced.
How to Implement This Strategy
Start with a high-value piece of content, such as a product launch, an interview, or a behind-the-scenes look at your process.
Tailor the content slightly for each platform—your email might be more in-depth, your Instagram post more visual, and your blog post more informative.
Use links to connect the content across platforms, driving traffic from one to another.
By taking a strategic approach to cross-posting, you can make your content work harder for you.
