How do you create content for different media platforms?

Influencers and businesses often have varying audiences on different platforms. For example, my following on Facebook is quite different than LinkedIn. My content on each platform caters to what each group wants to see. At times I’ll repurpose the same content on all platforms if I’m sure it will appeal to everyone. Often I’ll tweak it slightly for each space, or utilize a slightly different tone. It’s important to pay attention to the reactions and engagement in each space. Always be learning and adjusting based on the results.

Develop personalized content journeys. Depending on the behaviors and preferences of your audience, create unique content paths that can guide them through a series of related content pieces, creating a narrative that keeps them engaged and progressively deepens their relationship with your brand.

First ask... how is this going to add value to my audience? Know who your audience is and be precise with your message and its value. The essential "message" will be the same, but told in a different tone or "language" depending on the platform and audience. PR - You are speaking to media professionals and telling your story for them (they post your release as an "article"), or they pull quotes and phrases from the release to create their own content. Social - you are telling your "friends" a story- not as formal as PR and your "friends" probably don't have much time, so get to the point quickly. Video - hook and message need to be apparent in the first 5-10 seconds to compel viewers to stay engaged for the rest of the video

As an Administrator of my community association Facebook page, I proactively created the target market segmentation. It was based on the myriad of organizations who we interact with in our sphere of influence. Some are our state, county, city, district officials, and businesses. In addition, as being selected for a Co-Admin for a city Facebook Page, and Moderator for another one, they enjoy my content. I post events and news that's not viewed on the News, things that aren't public knowledge on the News. I either engage the audience by creating post from events I attend that involves our state, county, and city. Whether it's about employment events, Amber Alerts, Missing People, updates on relevant news to spread by word of mouth.

PR and Content Marketing are not the same but can work together with the right strategies. They target different audiences. PR is focused on trying to reach the media and the existing customers. Content Marketing creates its own audience to establish meaningful and trusting relationships. There are advantages to both methods. The advantage of using an existing audience is the benefit of sending messages to a well-established channel. The advantage of creating an audience with Content Marketing is that you own it and can reach out whenever you like vs having to gain the permission of an editor. PR is primarily text based. Content Marketing includes news articles, blog posts, videos, infographics, slide shows, and podcasts.

Each platform reaches people in different ways. You can repurpose content from LinkedIn and put it on Facebook BUT Facebook Business pages don’t work well alone. If you take the same content and share it to a group where you have personal relationships you’ll have a better result. If we post a video on LinkedIn we may want to make a short vertical clip and use it as a ‘reel’ which will get to so much more reach on Facebook or Instagram. We need to think about the way each platform works and see if we need to make some adjustments or maybe it’s just not the right place for our brand.

This is sage advice but there will always be outliers to this rule. How and where people consume content is always changing—LinkedIn being a great example. Don’t get *too* wild, but what has traditionally worked doesn’t mean it’s the exclusive path to success.

Very useful information. Perhaps that’s why my advertisement is not being monetized. My website was being promoted on Facebook and myself and my associates are wondering why we are not getting any traction despite the analytics that indicates site visitations. I’ve had to do some reassessment

It takes looking at each platform before pushing ahead with the PR campaign. Facebook and newsletters may do well with a less formal approach, websites are more of a formal approach.

"Easter eggs" or hidden gems into your content, offering special discounts, exclusive content, or sneak peeks to those who find them. This can drive engagement and make your content more interactive.

Instead of just relying on standard metrics, consider qualitative feedback methods such as sentiment analysis or audience interviews. These can provide deeper insights into how your audience perceives your content, beyond what can be measured by likes or shares alone.

Crafting content for diverse media platforms necessitates a nuanced understanding of each platform's unique audience and format. Start by identifying your core message, then tailor it to fit the medium. For Instagram, visuals take precedence, requiring high-quality images or short videos paired with concise captions. For platforms like Twitter, brevity is key, with impactful messages delivered in concise snippets. LinkedIn, being a professional network, demands content that's insightful, industry-relevant, and more formal. Podcasts or YouTube may require longer, story-driven formats. Always engage with platform analytics to refine content strategies, ensuring that your message not only fits the medium but resonates deeply with its audience.