How to choose the right content for the right platform
When posting content, whether it is a blog post, white paper or tweet; it makes sense that you would want to post it on all platforms. This way all your followers get it and you don’t miss out on an opportunity. But what if I told you that not every piece of content belongs on every platform? What if I told you that by posting a piece of content on all social channels you could actually be hurting your analytics? Here is the reasoning behind this.
As a content marketer, you are responsible for not only getting content out to your audience, but making sure the engagement is there. Stephen Peters, a Content Marketing Strategist at MultiView says, “Each platform has a style that’s best suited for it. One article, blog, or whitepaper can have vastly different message styles across the different platforms.” For example, let’s say you write a blog post about how to get more followers on social media. It is this thorough, well-written piece, and so you decide to share it on Facebook and Twitter. Well, on social, you really just want to give them a brief description of what you’re talking about in this post and then link to it. Well, when you try to get this blog post into just a quick sentence or two, you may lose the tone and underlying message of the post, which could cause some confusion on the readers end. In order to avoid this, you need to have a strategy in place.
A strategy can be anything from a content calendar to a weekly meeting. The big reason for having this is to make sure you know what you’re posting on each platform, and ton confirm that everyone is on the same page. Peters mentions, “Having a strategy in place allows you to craft that message to whatever style you decide.” So, let’s say you’re posting something on LinkedIn and then to Twitter. Well, LinkedIn you are looking at more of a business formal tone whereas Twitter is light-hearted and fun. So, look at the content and decide: Where would this perform best? Where would we get the most engagement? You have a different audience on each platform, so make sure your writing caters to them.
When you have a strategy, you are limiting the possibility of any uncertainty from your audience, which is the goal. The last thing you want is for someone to unfollow you or stop reading because they aren’t sure what it is you’re trying to say or what the point of the post is. Keep in mind; while you’re thinking of content and where to post it, you’re limited to the amount of posts you make on a daily basis. Make those posts count!
Now, you may be wondering how to get going on making a content strategy part of your marketing strategy. First, maybe look at your analytics and see what platforms are doing really well and which aren’t. From there, you can devise a plan for those that aren’t doing too hot. Having this plan can also help you plan out weeks in advance — which for a company who has a lot of events — this can really come in handy. Once you have your strategy in place, execute it properly and watch your audience actively engage. Remember the saying, “quality over quantity.” Don’t worry so much about the amount of posts you are sharing, but the quality of the content you’re publishing.
So, maybe you’re not sure which platform is best for your content. That’s where MultiView comes in! Let us provide the content marketing expertise and assistance you need.