This doesn’t mean that you can’t reuse your content across different platforms, but it does mean that you shouldn’t take a one-size fits all approach – for example: you might have noticed that Facebook and Instagram allow cross-posting, but if you do this without making changes, you can actually damage your own visibility, since Instagram has around 10-30 hashtags as being optimal, but Facebook generally sees anything more than 2 as spam, and will rank you accordingly.
When you create your content, think about how you can reposition and reuse it – if you create a webinar, you might think about stripping the audio out and posting it as a podcast. If you create a video, take some screenshots, and use the images. If you’re creating business blogs, take some of the highlights and turn them into short social media posts.
There are dozens of different ways you can make your digital content into even more, and schedule it out to attract your audience from different platforms.
You might consider staggering your social media releases – rather than having the same content go out across every channel on the same day, you could rotate it round, so it’s still the same content, but each channel has a different post on a different day – this encourages your audience to go and check out the rest of your digital presence, and to follow you on different platforms – which increases your reach, and appeals to algorithms which measure audience interaction.
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Content without the Cost
One of the more overlooked methods of content creation, is appealing to your customers for User Generated Content (UGC) – ask them for reviews, images or video of your products in action – when someone specifically talks about you or your products, you should be monitoring this, so you can share comments and content that work with your strategy, this allows you to not only promote your products, it makes the customers feel important (and more inclined to return) and shows the real-world application of your product, which acts as a review and can increase your conversion rates.
Managing your digital content can be tricky, but it’s important that you don’t try a ‘target everyone’ approach, the most effective use of your budget it to know who you’re talking to, where they gather, and what you need to say and / or show to connect.