Creating The Right Content for Different Market Platform

Posted by Cash On on 2013-09-10 0

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.