A Content Marketing MUST: Delete Repeats

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If you’re using social media, you’re using content marketing.

Each social media site — LinkedIn, Facebook, Pinterest, Twitter — has a different purpose. Otherwise, we’d only need Facebook, right?

Some peeps fancy the quickness of Twitter, others enjoy the visual elements on Pinterest, and we can’t forget those who loathe Facebook with a passion!


That said, how does repeat content – or sharing the same exact same message/link on Facebook, Twitter, LinkedIn, and Pinterest – make people want to join each community you own?

Think about it. If all of your social sites are merely passing along the same message, or the same content about your _______ (Fill in the blank: blog post, webinar, event), what’s enticing me to join them all?



Market Messages By Platform

When I see repeat content I typically unfollow the user. It seems harsh, but hey, my feeds are noisy enough as it is.

The way I see it, each social media platform is meant to have a different content marketing strategy. For example, LinkedIn skews more professional or educational, while Pinterest allows for a marketing mix of

For example, LinkedIn skews more professional or educational, while Pinterest allows for a marketing mix of edutainment (entertainment + education).

And while you might post 10 to 20 tweets per day on Twitter, posting that much to Facebook is frowned upon.

Different Strokes For Different Folks

Moving past the platforms, your audiences are different, too. Did you know that females dominate Pinterest while males are the big users on sites like Quora and Reddit? [source]

Are you editing your messages based on the platform, or audience?

If not, you might not be marketing them correctly.

Unfortunately, I don’t see much editing or tailoring by the masses. Most of the time it’s the same lead (also called the lede), same message, and same tired photo being shared across multiple platforms.

I’ve also seen companies use the same content over and over for different clients. OUCH.

Delete Repeat Content For Better Content Marketing Results

My advice is to try creating or curating content specifically for your platforms, rather than sharing it across the board.

Start with your lead (lede). For example, perhaps the title of the article is, “Marketers Cheer Facebook’s Reported Hashtag Adoption, Move Doesn’t Have To Be Zero-Sum For Twitter.”

It’s a little long for my liking.

  • So for Twitter, we’d likely change it to, “#Facebook Hashtags Could Actually Help Marketers.” Short and sweet with the use of a hashtag for Twitter.
  • On Facebook, we might pose it as a question to entice engagement, “Marketers “cheer” Facebook hashtags?? REALLY?! How do you feel about the possibility of hashtags?”
  • And on LinkedIn, we might say something like, “Analysis: How Hashtags May Be Future of Facebook.”

Even though we’re sharing the same information or content, the lead helps target our specific audiences by platform.

If you don’t change it up, make it interesting, and become the source on EVERY social site you use, what’s the point?

Stop Settling For Status Quo

You can call yourself anything you want: Social Media Expert, Marketing Specialist, Content Marketer … but if you aren’t making the extra effort to make your social media stand out, to have a marketing strategy, or to edit and tailor your content, then I’m afraid you’re just like everyone else who’s out there pushing links.

And there’s nothing special, or “specialist”, about that.

What do you think? Agree or disagree? Opinions welcome below!

See you in the social sphere!


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Brooke B. Sellas is an award-winning Customer Marketing Strategist and the CEO & Founder of B Squared Media. Her book, Conversations That Connect has been recognized nationally and is required reading for a Customer Experience class at NSU. Brooke's influence in digital marketing is not just about her accomplishments but also about her unwavering commitment to elevating the industry standard of digital customer experience and customer marketing.
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Category: Best Practices, Content Curation, Content Marketing, ,
Tags: How to spot a fake social media "expert", , , , Strategy
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12 Comments. Leave new

  • I definitely agree Brooke! Each platform should have the content modified or reworded for what is appropriate for that audience. There is nothing worse then following someone or Twitter and Facebook or both personally and for business on Facebook and having the same content show up word for word within seconds or minutes of each other.

  • Avatar
    Eddie E Winther
    March 20, 2013 9:19 AM

    Good points and article Brooke, Thank you.

    “Each social media site — LinkedIn, Facebook, Pinterest, Twitter — has a different purpose. Otherwise we’d only need Facebook, right?” – Yes, agree – but on the other hand, looking more into the depth of how they are changing, these networking sites fall more and more into the same ‘doing & being’, meaning we can hardly differentiate between them soon (G+, LinkedIn and Facebook are far more alike today than a year ago…they fill in with their ‘blanks’ after the other ‘showcase the new’)…so…

    With regard to multi-posting of same content to different networking sites at the same time, I think there are aspects we could discuss further and understand better, e.g. if you are running a small business, typically the business strategy outline a communication/marketing plan that include different networking sites with different audience, therefore multi-posting. I very often see multi-posting of same content from my connections, and I do myself at times – but, I don’t see any issue with it as long it makes sense for the business doing it and its audience and there is a ROI in it. If overdoing – yes, then that business would need some guidance, alike what you write above: multi-post, but same post out in various forms at various times.

    And, tweeting many times a day, fine as long as the content makes sense for the follower, but doing the same on G+, Facebook and LinkedIn – no, that is a ‘un-follower’ act ツ

    One last little thingy note (just my opinion), which social media experts, social media doers/after-doers – yes…but experts in this extremely fast paced sphere? Names please…

    Like your Liking ツ

    • Thanks for weighing in, Eddie! I think part of the reason we can’t differentiate between the platforms is because we (marketers) are using each platform the same exact way. Yet another reason to change up your content, purpose and intent on each site.

      I’m not opposed to sharing the same content on each platform (if it’s warranted). However, I think each business should consider changing the lead or the way the content is presented (like the examples I gave). Those are just our examples, of course. What works for us may not work for someone else – they should have their own brand voice, vernacular and style.

      Not sure what names you are asking for…? But I would refrain from putting anyone on blast specifically. 😉 I’m sure we all know of a few peeps who are guilty of sharing the same (word-for-word) content on each platform at the exact same scheduled time!

  • Avatar
    Eddie E Winther
    March 20, 2013 9:47 AM

    Thank you Brooke, I follow your marketer view, makes sense. (with names I meant SoMe expert – is there any with that kind of data/mind-capacity out there?)

    • Oh there are LOTS of data-driven marketers (SoMe) out there! Jon Loomer, Econsultancy, Marketing Profs. I’m sure there are many smaller names, too. You can search on Twitter and Google, etc. with “social media research” or “social media case studies” and start to see the data-driven brands emerge.

  • Glad you agree, Jen! I feel like I’ve been seeing this more and more lately. Perhaps it’s due to the use of automation tools like Buffer and Hootsuite to help schedule content? Surely there has to be a way to edit the lead or change some wording around before you approve the post?
    Not sure … but that’s one more reason to be VERY careful about automation tools and social media!

  • Excellent article, Brooke! I definitely agree. Early on, we used to have Facebook linked to Twitter and quickly learned not to do this. Crafting the message and tailoring it for each platform is a much better approach to reach different audiences. You gave great examples of how to do this. Thank you for sharing your expertise!
    Robin Strohmaier recently posted…Blogging – What to Say When You Have Nothing to SayMy Profile

  • OK, I have been guilty of this. I admit it! I’m working on thinking about each platform before I craft my updates. I may share the same content, but I try to word it differently depending on where it’s going. Thanks for bringing this up!
    Alisa Meredith recently posted…Dazzle Diva Reaches Celebrity Status Thanks to Social MediaMy Profile

    • I think it’s safe to say that many of us have been guilty of this. I certainly was in the beginning! But the more I thought about it, the more it made sense to stop doing it. Why would people want to connect with me on every social site when they all had the same exact info with the same exact title?! Lightbulb moment. 🙂

  • Another excellent blog Brooke! Definitely agree with you that each platform needs a different approach

    • Hello, Engelo, my Twitter friend! So happy to see you here. 🙂
      Thanks so much for stopping in and commenting. And YES, sharing the same, exact info on each platform (or connecting your FB page to Twitter) is SO NOT SOCIAL in my opinion. Changing up the lede and information shows you care about each of your audiences and understand social media. VERY FEW people can get away with blanket sharing across platform; it takes know-how, finesse, and copywriting skills!


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