Post Once, Syndicate Elsewhere

POSE advocates for content ownership by creating on your own platform and syndicating elsewhere.


November 21, 2023


Steve Berry

Post Once, Syndicate Elsewhere

Social media platforms like Twitter and Instagram have changed significantly. While they remain essential tools for outreach and engagement, they are commercialized. Ads dominate, and influencer marketing permeates everything, making these platforms mature markets where genuine content struggles to stand out.

POSE counters this by advocating for control over your content. The principle is straightforward: create content on a platform you own, then syndicate it to platforms you don’t. This ensures that you retain your content’s ownership, control, and integrity, unaffected by the whims of third-party platforms.

When you post on your platform, you’re not just sharing content but building an asset. This content remains under your control, free from external influence or sudden policy changes that can occur on social media sites. You can design, update, and curate this content to reflect your evolving brand and strategy.

At Thought Merchants, we’ve been applying the POSE strategy for over 15 years. Initially, the journey felt solitary, with limited visibility. Over time, as my network grew, the benefits became apparent. Maintaining control over my platform has built a robust, authentic presence in a crowded, spam-filled digital landscape.

POSE is a long-term strategy. It fosters a direct connection with your audience, unmediated by third-party algorithms. It’s about building a legacy in the digital world, one post at a time.

The best time to plant a tree was 20 years ago. The second best time is now. The same goes for writing! Control your content to shape your digital fortune.

Steve Berry
Principal, Thought Merchants

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