Cross promoting your content is a great way to increase your audience and grow your following on social media. Imagine having your content spread not only to your existing audience, but also to the social media audience of another company.
With this increase in viewers — and a greater likelihood of boosting shares between both outlets — your social media presence will skyrocket. If you create any digital content, like video or audio, you need to take advantage of cross promotion.
What is cross promotion?
When you cross promote your digital content, you are essentially creating content with another person or company who will also share your content. This way, you are sharing your video or audio with your target audience at the same time your collaborator is sharing your video with their audience.
For instance, a real estate agent might interview a restaurant owner to create unique content. The real estate agent will then share that content on social media, and the restaurant owner will also share the same content from the real estate agent’s Facebook page or other social media site. This way, both parties benefit from having content cross promoted to multiple audiences.
How cross promotion works
While cross promoting your content might sound difficult, it is an easy process that is mutually beneficial for all parties involved.
Take podcaster John Lee Dumas, for example. John Lee Dumas has an episode on his podcast, Entrepreneurs on Fire (EO Fire) created with Lurn, Inc. CEO, Anik Singal. Dumas has a Facebook following of roughly 11,000 people.
When you look at Singal’s guest page, he has over one million followers. When he shared the EO Fire podcast episode, including the website link, with his followers, he drove traffic to Dumas’ website. This means that there were potentially a million people who encouraged to visit Dumas’ website, listen to the podcast, and see what else Dumas had to offer.
Through this simple act of cross promotion, Dumas gained a wider audience than he would have been able to have if he had only shared content with his 11,000 followers.
Cross promotion is a powerful tool for content marketers. Even if the collaborator you work with has only 200 followers instead of over a million, you are still exposing your content to more people than you were able to interact with yesterday. Consider how you can implement cross promotion in your content marketing strategy today.
Shaina: Well hello everybody. Shaina here again, today I want to talk about something that is really, really important when you’re creating digital content, especially video or audio and that is the power of cross promotion. So essentially what this is is creating content that includes another person who will also share that content. I just wanted to show you a quick example of how it works and how it can actually just blow up your audience like crazy. So we’ve got Mr John Lee Dumas, he’s using it for his podcast and I’ll keep in mind you can use this for video as well. I know real estate agents who interview, you know, restaurant owners and then that restaurant ownership, sharing that piece of content from the real estate agents facebook and then it’s being blown out to their entire audience and imagine that multiplied by how many different people you can have on your videos or audio, it can really grow your sphere on social media like crazy.
Shaina: So as you’ll see, we’ve got jld here. He had an episode of his podcast, Eo fire with Anik Singal. He has 11,000 followers on social. I mean, he obviously has a much broader audience on his actual podcast, but for this purpose on facebook, it’s going to be blasted out to about 11,000 people. Now if you go to his guests page, he has over a million followers and look, he went and shared the Eo fire podcast episode. He actually shared it to the website link, which is amazing because now he’s driving traffic to John’s website so that people can listen and then on John’s website and he promotes all these other things that he sells and he’s getting an audience of potentially a million people to at least get eyes on the brand and then however many actually take the action to listen to the podcast and go to the site is way more than they would have seen from just a John’s facebook page by himself. So that’s just one example of the power of cross promotion. And granted, everybody that you interview, you won’t have a million followers, but that’s okay because even if they have 200 followers, that’s 200 people more to have your brand yourself in front of than you had yesterday. And then do that however many times a week or a year you can do it and that turns into a lot of extra eyes on your content. So the power of cross promotion is real and I hope you start using it soon. Happy meme-ing!
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Shaina Weisinger is the founder and CEO of Repurpose House, which turns your content into unlimited videos and images. Shaina is on a mission to show content creators the untapped potential and repurposing power of the content they already have. Shaina loves to laugh loudly, be obnoxiously competitive on the volleyball court, treat her dogs as her kin, and recover from tripping on or running into almost everything within a five-foot radius.