Join C.C. Chapman for an in-depth discussion in this video Tailoring content to each platform, part of Introduction to Content Marketing.
Now would be a good time to talk about platforms. There's new social networks, new tools coming out all the time. And when you create content, while you should share it across all of them, I want to encourage you not to just make it automated. There are tools out there that you can pay to automate all of this But I'm going to encourage you not to, and I'm going to show you an example of what I'm talking about. So let's say you have a big event, maybe it's a product launch, maybe it's you know, customer appreciation day at your store. Whatever it is, you've got an event going on, and you're going to take pictures at it. So you take a photo.
Nice happy photo. Everybody's happy. You've created that photo. And let's say you post it to Instagram. You take the picture, and you also put a little caption. You have unlimited space, but keep it short, keep it to the point. You've taken this photo, and now we're going to share it to Twitter. Instagram does this for us. Makes it nice and easy to share it to Twitter. Instagram's great for one click to share to Twitter automatically, and it'll pull the caption that you've written and post it to Twitter.
I'm okay with that. You can also do it to post directly to Facebook. I'm going to encourage you not to. What I'm going to encourage you to do is to take that photo and either upload it directly to Facebook, or take it from Instagram and grab the length, and post to Facebook. And the reason why I want you to post it to Facebook, but Facebook allows you to put more text. So you've got that space, so use it. Write a description on the event. Maybe tag the location, maybe tag the people in the photo on Facebook, so then it shows up on their wall, and their friends see it.
Then what we're going to do, because it was an event, and I picked that example on purpose, is hopefully you've taken more photos, and you've posted them and you've done these two things with all your photos. But then what you could do is take all the photos you did, and put them on your blog. Write a recap post of it. Perhaps you put up lots of them with lots of captions. Put little descriptions. And you take them all because you've already created them, and write up a blog post.
want to take it even a step further? Maybe put it on YouTube. Make a video. There are tools out there such as Animoto, is one of my favorites, that you can upload a lot of photos to, and it will create a really slick, cool video for you. But you can then also, once you create that video, you're going to post it back on these other platforms. And finally, there's always all of these other ones. There's Google+ There's Pinterest.
There's Flickr. And there's new tools, and spaces, and platforms being added every day. And you can, if you're not using those on a regular basis, go ahead and share them out there. If nothing else it helps with your search results. It helps people find you. Whenever people ask which platforms are right, what I encourage them is, if nothing else, make sure you set up a landing page on that network. Not into Facebook? You really should be, but if you're not, create a page at least so that if someone searches on that network, they can find you, and direct them to whatever platform is right for you.
One final thing about platforms it's crucial to keep in mind. All of these, are rented land. You don't control them. Some other company is running those platforms. They can change the rules. They could start charging. Maybe they get sold to somebody else, and things change. It can all go away. It's one of the biggest reasons earlier we talked about having a blog. because this is on a server hopefully you control. This can change, that can change, you still have your blog.
Everything else is rented land. Make sure you have a platform built for yourself, that you control as well. And when you share content, please always keep in mind, make it unique for that platform. So when people notice you, you don't stand out for the wrong reasons. But make sure you keep sharing on these platforms. There's going to be new ones added all the time, so stay tuned and watch and pay attention to what's being added, and what works for your business.
- Defining marketing goals and measuring success
- Integrating already established programs
- Getting leadership support
- Establishing an online footprint, starting with a blog
- Electing editors, community managers, and content creators
- Using an editorial calendar
- Writing for the web
- Understanding the importance of images, audio, and video