Cross sharing refers to the practice of distributing the same core content across multiple channels or platforms, specifically customizing the delivery to suit each channel's unique audience and characteristics.
Understanding Cross Sharing
At its heart, cross sharing is about efficiency and reach. Instead of creating entirely new pieces of content for every single platform (like a blog post, a Facebook update, an Instagram story, and a tweet), you start with one core idea or piece of content. Then, you adapt how you present that content to make it most effective for the specific platform and the people who use it.
This strategic adaptation ensures your message resonates better with different audiences while maintaining consistency in the underlying information or theme.
How Customization Works in Cross Sharing
Effective cross sharing isn't just copy-pasting. According to the reference, when you cross-share, you're providing the same core content but adapting it by considering factors such as:
- Channel selection: Choosing the most appropriate platforms where your target audience for that specific content piece is active.
- Copy length and tone: Adjusting the wording, style, and length of your message. A tweet is short and punchy, while a LinkedIn post might be more formal and detailed, even if they link to the same core article.
- Hashtag and emoji use: Tailoring your use of hashtags for discoverability on platforms like Instagram or Twitter, and using emojis where appropriate for the platform's culture and tone.
Examples of Cross Sharing Adaptation
Here's a simplified look at how the customization mentioned in the reference might apply in practice:
| Factor | Blog Post (Core Content) | Social Media Adaptation (e.g., Instagram) | Social Media Adaptation (e.g., LinkedIn) |
|---|---|---|---|
| Core Content | Deep dive on a new marketing trend | Highlights/Visuals from the trend | Professional insights on the trend |
| Channel Selection | Website/Blog platform | Visual-focused platform | Professional networking platform |
| Copy Length/Tone | Detailed, formal, long-form | Short, engaging caption, conversational | Professional summary, insightful tone |
| Hashtag Use | Internal linking, categories | #MarketingTrends #SocialMediaTips #Viral | #Marketing #BusinessStrategy #Analytics |
| Emoji Use | Minimal/None | ✨📈🔥 | 👍💡 (used sparingly) |
Note: This table illustrates the types of adaptations based on the reference's points, applied to a hypothetical piece of core content.
By customizing the delivery, you make the core content more accessible and engaging for each specific audience, increasing the likelihood of interaction and sharing.
