The saying "don't put all your eggs in a single basket" has a complicated answer in the world of blogging.
It's both a yes and a no.
Yes, because you want to focus all your energies on a single blog that you build and develop on a consistent basis. By implementing a strategy, you can drive lots of traffic to your blog and increase your influence in your respective niche or industry.
No, because you want to reach as many of your target audience as possible. Aside from actually promoting on social media and implementing the best white hat SEO practices, you can use other blogging platforms to help further your cause.
The ambivalent answer of blogging to this saying gives way for bloggers to tread along its gray area. Since there's no equivocal answer, some bloggers take their content to different blogging platforms to great effect.
The main benefit of blogging on different platforms
Blogs where you can register for a free account (Blogger.com, Tumblr, WordPress.com, and to an extent website builders like Wix, Weebly, and others), have a built-in community. You can add and follow different users and blogs without much hassle. While you can do this on a single blog, why not do this on multiple blogs so you can accumulate a following and have a readership that you can tap into?
By successfully managing your blogs on different platforms, you can build a list of loyal followers eating from the palm of your hand whenever you publish a platform!
The main problems of blogging on different platforms
How in the world should I manage more than one blog when I'm barely getting any work done on my blog?
How can you expect me to develop a content strategy for each blog and deliver on all of them consistently? I'm just one person managing all these blogs, which seems to be overkill.
You are correct on both accounts. It is almost impossible to apply the same principles from your current blog to the other blog you plan on creating. Unless you have the manpower to assign on the blog, you simply don't have the time to do a good job on all of the blogs.
However, blogging on different platforms does not entail you to carry the burden of additional blogs. There is another way to approach blogging that allows you to leverage the power of the different blogging sites.
The solutions to different platform bloggingAssuming that you already have a primary blog in place, you can set up blogs on different platforms as support. In other words, they are your auxiliary blogs that will help strengthen and increase the reach of your primary blog.
There are two ways that you can do this:
1. Content republishing
If you want to boost the performance of your old blog post, all you need to do is publish it on the different blogging platforms you have.
One of the concerns of republishing the same content on a different platform is the case of duplicate content. By putting out the same article, you run the risk of getting your primary blog penalized by search engines. However, there are simple rules that you need to follow when republishing your blog content:
- Republish two weeks after the original content has been posted - You need to give search engines time to index the original post and establish itself as unique. Two weeks is usually enough time for search spiders to crawl your page. After that, you can then republish the post.
- Link back to the original post - You need to give credit to your primary blog where you first published the article. This informs readers that the post has been published first on your blog and that you are simply resharing it on your other blogging platforms.
For a step-by-step guide on content republishing, click here to read a post that details how you can repost your content on Medium, WordPress.com, LinkedIn, Kingged.com, and Quora.
2. Content repurposing
Using your existing blog content, you can turn it into something new altogether by transposing its format. For example, if you have a written post, you can turn it into an infographic, video, or podcast. While the content of the existing and repurposed content is the same, they are presented in different ways, making them unique from each other, so there's no cause for worry from an SEO perspective.
Also, repurposing your content allows you to attract your audience who prefer a particular type of content. Some of your readers like your written work while others are much more receptive to your content if you publish them in a more visual format.
A concrete example of me doing this is turning my post about writing click-worthy blog post headlines into an infographic.
As mentioned, both essentially present the same content but they appeal to different demographic of your audience. As a result, you can cater to a different segment of your readership during the same content in a different format.
For more information about content repurposing, click here to read a post I wrote on my professional blog.
So what does blogging on different platforms have to do with this? Simply put, you can publish the repurposed content on the different blogs to amplify your reach to your readers on those platforms.
In the competitive world of blogging, you need to take everything you can get to edge out your competition. While blogging on different platforms is a very peculiar strategy, it can help your blog rise to the top, especially if you can build a readership from your auxiliary blogs. Hopefully, this post has effectively laid the groundwork for you to help increase the online reach of your content using this tactic.