Saturday, September 07, 2013

Create the Right Content for Different Marketing Platforms

A nice summary from Vocus/PR Web:
Content marketing is not a “one size fits all” scenario. Your Twitter audience is different from your Facebook audience, which is different from your blog audience, and so on.

They all have different needs and expectations when it comes to content. To reach them all successfully, you must tailor content to each channel.
Let’s take a look at four widely used content platforms in the B2B
space (Facebook, Twitter, LinkedIn and company blogs) and how to
create content for each:

1 Facebook
The Facebook News Feed is designed to showcase photos, videos
and other visual content. Be sure to include an accompanying visual
with your posts as often as possible. This helps grab a user’s
attention from the get-go.

Another best practice is to conclude Facebook posts with a question.
The comments below each post can be great for fostering feedback and
conversation among followers. Just remember that the most common
reason people stop following brands is because they feel bombarded by
too many posts. Make each post count by providing valuable content
to your fans.
2 Twitter
The 140-character limit demands you be concise on Twitter.
However, the brevity of tweets allows you to share content more
frequently than on other social networks. This makes Twitter ideal
for real-time conversations – remember Oreo’s Super Bowl
blackout tweet? The hashtag feature is also an effective way to
engage followers in chats, contests or at events, such as a users’
conference or tradeshow.
3 LinkedIn
As a professional network, LinkedIn is a hub for thought
leadership content and can be especially effective in reaching
prospective partners and customers. Take advantage of
LinkedIn’s unique audience segmentation to reach your
audiences with exactly the type of content they’re after.
For example, if your business caters to different verticals,
create industry-specific content to drive engagement in
each vertical.
4 Company Blogging
Given that your blog is hosted on your company website, it
should be the first social channel on which you post all
original content – white papers, videos, tutorials, press
releases, company announcements, survey results,
thought leadership pieces and the like.

You can also use blog posts to give prospective and
current customers a more in-depth look at company culture
and the people behind your brand –  an important part of
building relationships that can’t always be accomplished in
the bite-sized nature of content on other networks.
Every social network has its own nuances and unique features.
Understand and leverage these differences to reach more of the
right people and increase your social ROI.

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