Most people put content on several different platforms. Personally, I have my blog, Twitter, Instagram, Facebook, my books, and an e-mail newsletter.
People don’t like to change platforms. Someone who is on Facebook will stay on Facebook. They’re not going to create a Twitter account just to look at your content. But if they already use both, you might be able to convince them to follow you on both. For this, I use the cross-pollination strategy.
How to cross-pollinate your platforms
Make a list of every platform where you put your content. Don’t limit yourself to social media. If you’re a speaker, speaking gigs are a platform. If you’re a store owner, your store might be another platform. A platform is anywhere you have an audience.
For each platform, choose a number between 1 and 28. The number represents the day of each month that you advertise that platform on all your other platforms. For instance, suppose I assigned the number 5 to my Twitter platform. On the 5th day of each month, I would plug my Twitter feed on all of my other platforms. I might take my top tweet from the past month and post it on my blog, my Facebook timeline, and in my next e-mail newsletter. I could take the tweet and turn it into a graphic to put on Instagram. I would make sure my Twitter handle is in the latest book I publish.
When you cross-pollinate your content across platforms, you strengthen your overall brand and amplify your message. You increase awareness of other content you offer on other platforms. And your audience gets to see the best content from your other platforms without having to jump platforms. In essence, it’s a combination of cross-promotion and content re-purposing.