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Betteridge’s law of headlines strikes again
Is It a Good Idea to Cross-Post Philip’s Latest Rant on My Substack?
An analysis
What’s cross-posting or guest-posting?
Unlike this platform, it’s possible to publish guest posts on Substack. It’s even encouraged because it’s often a win/win situation.
It looks like this:
(notice how both authors are credited and clickable)
Someone famous (me, in this case) with many subscribers but without any creative drive to write offers someone less famous (Philip, for example) to publish one of his posts.
The less famous author gets paid in exposure, and the more famous one gets paid with good content that will make his subscribers happy. Sometimes, the more popular creator gets better content than usual because the less famous one is a better writer but a poor marketer.
Depending on many factors, the less famous author can also receive dollars in addition to exposure, but it’s usually not the case. Typically, the less-known author gets paid in dollars if his name doesn’t appear. It’s not cross-posting anymore. It’s ghostwriting.
