How can you create a cross-platform content strategy that aligns with your brand and audience?

Cross-platform strategies are a shared journey with your audience. Define North Star goals, enhance online presence, and connect with your audience on social channels. Metrics are guides—observe traffic, understand social dynamics, and tailor content for your audience—be it professionals, students, or a niche. Optimize your site, lead on LinkedIn, and navigate social platforms with curiosity. Develop inviting content—blend articles, infographics, and quizzes. Beyond content, listen to consumers, share insights, and pivot. Our cross-platform journey is a shared effort, guided by our North Star, blending goals, insights, and collaborative finesse.

Auch wenn es (am besten) nicht auf den ersten Blick sichtbar ist, sollte Content immer ein Ziel verfolgen. Wer Inhalte ohne klar definierte Ziele erstellt, l?uft Gefahr versehentlich sogar gegen die übergeordneten Ziele zu agieren. Für Social Media geeignete Ziele k?nnten sein: - Vertrauensbildung - Expertenstatus zeigen - Markenbekanntheit steigern - Projekt-Partner finden - Leads generieren ... Gerade auf Social Media ist man gerne geneigt, einfach nur auf Likes abzuzielen - eine schnell erreichbare und für alle sichtbare KPI. Likes zu Botschaften, die nicht zum Markenkern passen, k?nnen die Marke aber sogar gef?hrden. Deshalb ist es weitaus klüger, sich ein richtiges Ziel zu setzen und die Likes als positiven Nebeneffekt mitzunehmen.

Core Brand Message: Create a unified brand message that works on all media, such as social media and your primary website. Understanding and segmenting your audience will help you provide content that is pertinent and focused. Adaptable Content: Produce content, such as social media infographics and in-depth blog pieces, that can be customised for other platforms. Cross-Platform Marketing: Make the most of the distinctive qualities of each platform to cross-promote content and drive visitors to your main website. Utilise analytics to guide your plan and track the effectiveness of your content, improving engagement and conversion rates.

I also feel that it's important that a goal have a time frame associated with it. For example, set goals for 3, 6, 12 months, 2 years, and 5 years. Continue to review your goals every 3 months and major goals every year. See what you have achieved, and what has been moved, and what the reason might be that it has moved. It also allows you to adjust them. In a year, that 2-year goal now becomes your one year goal. You can send a new two-year, and a new 5 + year goal. It's also helps to keep the goal fresh in mind. Lastly, the adjustments allow you to see if goals speed up, slow down, or change, and get a better understanding of why. Over time this becomes an excellent tracking system as well as a more reliable projection tool.

Everything begins by understanding your audience. Who are you marketing to? This leads to the questions whose answer will help you shape your content strategy: 1) Which channels are the most popular with your audience? Not all channels are of equal value, of course. Your audience will have a preference for one or more channels - it can be a social media channel, newsletters, blogs, scientific articles. This is how your prospects like to consume content. 2) What content type works for your audience? This is about content form - video, blog posts, long form or otherwise, product guides or comparisons. Use the answers to the questions above to build the core of your content strategy and your custom conversion points.

It’s important to realize that not all cohorts of your audience will consume content on all platforms.Some will devour print and eschew social, as an example. Therefore, cut and paste is not the most effective distribution method ( though its least expensive in terms of time and money). A better strategy is to tell the same story differently on different platforms, and learn where different platforms require different stories altogether.

Fast noch wichtiger als die Ziele zu definieren, ist die passende Zielgruppe zu finden. Vergleichen wir das mal mit einer Party. Auf einem Kindergeburtstag kannst du sehr gut gew?hlte Ziele und sogar eine tolle Kommunikationsstrategie haben. H?chstwahrscheinlich wirst du aber trotzdem keine geeigneten K?ufer für deine Elektro-Entsorgungs-Flotte finden. Also, wer sind eigentlich deine K?ufer? Oder noch besser, wer sind die Entscheider und wer die Entscheidungsvorbereiter innerhalb deiner Zielgruppe. Auf welchen Partys, sowohl im w?rtlichen als auch im übertragenen Sinne, findest du diese Ansprechpartner? Auf diesen Plattformen solltest du aktiv sein.

There is no substitute for hiring the best media research team possible to get the answers that your team needs before making important investments of company time and resources. A strong research team is more than just a partner who creates surveys - they can have a detailed understanding of the target audiences and use their past experience to craft survey questions that create impactful insights that can be applied to cross platform content decisions. Each survey question can create a cost savings (content and efforts to not waste effort on) or point to a new opportunities (unmet needs of the audience).

From my experience, you can find invaluable insights from your sales and customer success teams. They are talking to your ideal audience everyday. When researching your audience be sure to schedule calls with different members of each team to learn what the most common pain points are, who's the "champion" and "decision maker," what features are prioritized, etc. I'd also suggest sitting in on some demos or listening to past demos if possible. I've also found it very valuable to learn more about opportunities lost.

In my experience, our strategy centers on engaging diverse audiences for our tailored healthcare courses. Our website prioritizes user-friendly navigation and SEO for lead generation. On LinkedIn, we foster networking, share timely updates, and collaborate with influencers. Twitter updates, paired with trending hashtags, amplify our reach. YouTube features course marketing and testimonials. Email campaigns excel in segmentation. Invitations to exclusive events and promotions, with sneak peeks, effectively drive engagement. This approach ensures a dynamic online presence, connecting successfully in healthcare education.

Wie geht es weiter? überleg dir, mit welchen Inhalten, welcher Tonalit?t und mit welcher Form du sie am besten erreichst. Das kann durchaus variieren. Vielleicht geh?ren ausgesprochen Zahlen orientierte Menschen zu deinen Entscheidern. Dann solltest du Statistiken, Factsheets oder Infografiken verwenden. Vielleicht hast du aber auch sehr kreative Menschen in deiner Zielgruppe. Dann solltest du ihrer Sprache sprechen und selbst mit kreativen Posts aufwarten. Sind es vorwiegend emotionale Menschen, dann k?nntest du mit emotionalen Kurzvideos punkten. Aber, jetzt kommt der Clou: Egal wer alles zu deiner Zielgruppe geh?rt und welcher Content dafür am besten ist, insgesamt muss es trotzdem harmonisch wirken.

Boost your cross-platform content strategy with these handy tools! From setting goals to tracking metrics, tools like Asana, Trello, and Google Analytics can help you stay organized and measure success. Understand your audience better with social media listening tools such as Brand24 and survey platforms like SurveyMonkey. For content creation and planning, try CoSchedule and Canva.

In my experience from the healthcare, long-form articles involve collaborating with institutions for real-world case studies, highlighting valuable lessons. Short-form content includes visually appealing infographics and quick tips for busy medical professionals, shared through mailers and social media. Video content features expert interviews and concise educational videos with animations for clarity. Interactive content encompasses quizzes to test medical knowledge, sharing results, and gathering feedback through polls for future strategies.

Instead of putting general information about brand and keywords that peers can find in other documents in the content framework, make an effort to create and useful applicable content framework that will help your team to hit and run fast during onboarding. I tend to create frameworks as combination guidelines, process docs, and quality assurance checklist. It doesn't have to be boring or hard to create. Just answer on following questions: 1. what should be done 2. how should be done 3. why it should be done in certain way 4. what are the best and worst practice Also, encourage your team to update it every-time they find out new way to do something better.

Understand Your Brand: Clearly define your brand's mission, values, and unique selling proposition. This understanding will guide the tone, style, and substance of your content. Tailor Content for Each Platform: Adapt your content to fit the format and style of each platform while maintaining a consistent brand message. For example, Instagram is more visual, while LinkedIn is more professional and business-oriented. Develop a Content Calendar: Plan your content in advance. A content calendar helps in organizing and scheduling your content across platforms, ensuring a consistent and regular presence.

It’s important to get creative elements that work with each platform. Content strategy needs to take into account the consumer experience with each platform and the consumer expectations.

I usually find myself liking posts that have a catchy hook to it. I might click on 'read more' if that post is relatable to me however, it might not be same for others. Content can optimised by using right keywords, hooks and usually visual graphics that substantiate your thoughts and insights. You can also encourage your audience to engage with post by opening a channel of discussion in the comment section or putting relevant links and mentioned people who inspired your content.

H?chstwahrscheinlich wirst du auf mehreren Plattformen aktiv sein. Setz dich damit auseinander, welche Grundregeln und Erfolgsregeln es für diese Plattformen gibt. Einige Plattformen ver?ffentlichen ein mal pro Jahr Studien über Inhalte, die am besten abgeschnitten haben und verraten die wichtigen Kriterien. Wenn du keine passende Studie findest, schnapp dir ein "Cheatsheet" eines Social-Experten. Manche haben sogar sch?ne übersichten für alle Social Media. Da lernst du dann z.B., dass du auf Pinterest bis zu 14x pro Woche posten kannst ohne zu nerven, dass dir auf Facebook Hashtags nichts bringen, oder dass auf Linkedin Karussell-Posts am erfolgreichsten sind, aber nur in Abwechslung zu anderen Posts.

Build out a structured content document that can be shared across the organization. It takes time and input to build one but with the right input all the stakeholders will be in alignment and you can reign in message creep while at the same time have congruency of messaging.

You may create great pieces of long and short form content but optimising it for the right channels makes all the difference. Start by identifying which channels are most frequented by your TG - long-form blogs (on your website), social media channels like Linkedin, Instagram, FB and X. Strategise your long-form content based on what your TG is searching for / looking for / what solves their challenges. Curate shorter chunks of this content and create visual carousels for your Instagram, linking to the full blog. Create a series of posts (with short-form content) by repurposing your long-form posts. Then, share these across all your channels. Create a visually rich emailer with your blog link. Repurpose, rehash, curate and conquer!

Distribution of content is a crucial step in a content growth strategy. I have realised that there are peak hours on LinkedIn when posts get more engagement as compared to other time slots. Once you share a piece of content, you should share it with your friends and family through WhatsApp and Instagram. It has really helped me drive traffic to my posts. You can also create a community of Content Creation Enthusiasts and share relevant posts over there.

One thing I have found helpful is to have the core messaging ready first. It would answer "What needs to be conveyed". Once that's done, we must tailor each platform's messaging. A text or carousal post for LinkedIn in a formal tone. A Reel and Story for Instagram in a more casual tone A Community post, Shorts, and a full-length video for YouTube in an educational or entertainment tone. Similarly, for other platforms such as blogs, newsletters, etc we need to identify what form and tone the messaging should be in.

Distribution can't be an after thought and must be built into your content strategy. The key is to organize this information smartly so that every relevant stakeholder can access it easily. Take the example of a webinar. Can use that video to create: 1. 4-5 short video clips for social 2. Quotes and insights that can be added to blogs around that topic 3. Expert insights that can be converted into an ebook on the topic 4. High-quality long form article that can be pitched to third-party websites as guest posts 5. Instead of just posting from company page, can you get your employees to post the content as well - from the angle that's relevant to their profiles The possibilities are endless.

Ein Redaktionsplan als übersicht, wo welche Inhalte wann ver?ffentlicht werden, kann sehr hilfreich sein. Trage dort am besten nicht nur die Social Media, sondern alle Kan?le ein. So wird nichts vergessen. So kannst du auch im Blick behalten, ob du alle deine wichtigen Zielgruppen(segmente) regelm??ig bedienst. Von Zeit zu Zeit kann es auch sinnvoll sein, Inhalte mit Anzeigenbudget zu unterstützen, z.B. um in einem Fachmagazin zu erscheinen, oder um online mehr Reichweite zu generieren. Die Konkurrenz da drau?en ist gro? und der Kampf um die Aufmerksamkeit deiner Zielgruppe noch gr??er...

When distributing and promoting content, one thing to keep in mind is that it is better to be highly effective on 1-2 platforms, than drowning trying manage 3-4 platforms. My recommendation would be to choose at least two platforms where you are seeing the most engagement from your target audience to really focus on maximizing your reach. From here, take the time to become familiar with the platform, and understand how and when your audience engages with those platforms. Once you have this knowledge this will become your baseline. Now you can confidently budget and apply the appropriate resources to meet and/or exceed your goals and metrics. Keep building from here and evaluating your progress! Good luck!

Never forget the importance of the diversity of your contributors. Think not just about your existing audience but the diversity of the audience you may be ignoring. Diversity should be a core KPI of any progressive content strategy.

If you have a stable of influencers who are trusted and under contract, engaging with them about the content you're planning is a great way to leverage the strongest voices in your community and hear feedback from actual consumers. Social media, at its heart, is an echo chamber for public opinion and getting a potential reaction from your most devoted customer-reviewers often leads to insights and edits that you'll be glad you made before taking the work fully public. Utilize your core social champions in this way to build a stronger media plan before publication, while also giving a sense of contribution and excitement that increases the likelihood of them wanting to help the organic performance of the work through their channel.

Going back to the drawing board to redefine your content strategy is not really taking a step backward. Rather, it's an opportunity to study how your audience digests the content you've been publishing so far, what worked, what didn't, and incorporate new ideas. It's also an opportunity to get some much needed "distance" from the work and maybe, a fresh perspective. This keeps you moving in the right direction.

It is always important to analyze and improve contents regularly. Evaluate and enhance your content by conducting a thorough analysis. Identify areas for improvement, consider audience feedback, track performance metrics, and implement adjustments to ensure ongoing refinement and effectiveness.

Don't forget to update the content! Some content, even the stuff that's "evergreen," can go out of date. And in my opinion, worry less about SEO and more about actual usefulness. If you can say content is useful (and matches your brand), you'll get eyeballs.

Keep in mind to ensure that your brand messaging remains consistent across ALL platforms. Your content should reflect your brand's tone of voice, values, and key messages regardless of the platform it is shared on.

Think of it as this. Your brand is one personality like you are on your social profile. Now this personality represents certain ethos, values and ideas. So keep that core personality stable on all platforms but use the platform category to showcase these principles in different ways. Perhaps a more appropriate and informative showcase on LinkedIn, a more personal and visual POV on Instagram, a critical dialogue on Twitter and so on and so forth.

Mehr von dem tun, was gut funktioniert. Weniger von dem tun, was nicht gut funktioniert. Mut zum Ausprobieren haben, aber strategisch bleiben und nicht in rein operativen Aktionismus verfallen!

‘Patience and Perseverance’ is the key. Sometimes we need to wait to understand how our content is used and interacted with. It help us understand that all the analysis and survey understanding done so far might still be lacking the right conversions. So, it is best to wait , take stock of the situation and go about the next best cohesive approach and mitigate the overdo of the resources including time . Remember- Change needn’t always be about moving to Plan B - it might just be a slight deviation required in Plan A.

Focus leads to success. No, you don't need to be on every single social platform. Shiny object syndrome can be the death of a good content strategy. Identify the platform you want to succeed on most -- rank the rest from "essential" to "nice to have" and focus on those that top the list. Build your content to be great, not good, for your platform of focus and leave the rest on the table for another day. If you try to over-optimize and stretch the same pieces of content over 3,4,5 or more different content platforms, you may end up with a lot of posts and very few meaningful impressions. Focus. While others let FOMO dilute their content strategy and erode their ability to produce value, you can be winning where it actually matters.