You're repurposing content for various mediums. How can you ensure your messaging tone remains consistent?

Tone should actually be customized to various mediums rather than remain consistent; different tones should never stray from the overall brand identity, but authentic connections are forged when a brand can meet its audiences where they are. Messaging, on the other hand, should always remain consistent to ensure authenticity and connection across diverse audiences.

Developing brand and messaging guidelines will help the writing team stick to the corporate voice. There should be specific guidelines such as whether or not the corporate tone uses contractions, an oxford comma, etc. But, beyond grammar, defining the tone and brand personality will help writers represent the company faithfully in all comms.

To keep my messaging consistent when repurposing content for different platforms, here’s what I do: I start by defining a clear core message or theme. Then, I adjust this message to fit each platform, whether it's a blog post, social media, or email. I make sure the main ideas and tone stay the same, but tweak the format and length as needed. If I'm unsure about consistency, I review the content on different platforms to check how it reads. The best way to ensure consistency is to stick to your main message while adapting it for each medium.

To ensure consistent messaging tone when repurposing content across various mediums, establish a clear brand voice with defined tone, style, and values. Tailor content to fit each medium while maintaining core messaging; for instance, use concise language for social media and detailed explanations for blogs. Utilize a content management system (CMS) to track and manage content, and implement a rigorous review process for tone and style uniformity. Regularly gather and incorporate feedback to refine your messaging, ensuring a cohesive and recognizable brand presence across all platforms.

Keeping the core message is crucial. How I repurpose content is I am telling the same message just in a different format that fits the platform. This sounds easy, but I have had to stop using many contractors working for me because of their inability to do this.

After identifying the core message, look for ways to twist the information to make it fresh and new. Thinking of a different headline sometimes helps, as that can send you in a slightly different direction with your writing. Or, try putting the information in a different form. For instance, you could use bullet points to list crucial points instead of writing paragraphs under some subheadings. Depending on the topic, you could also make the content a Q&A piece instead of simply presenting the information. Switching up the keywords you focus on can also help you in repurposing content. Essentially, when you want to keep the original message, but give it a creative spin, you need to think outside the box.

One thing I have come to understand as a content developer is that evaluating the performance metrics of your original content can provide valuable insights into what resonated most with your audience. By leveraging these analytics, you can prioritize high-impact elements during repurposing. It's also beneficial to tailor the content to the nuances of each platform, ensuring that it meets the specific expectations and engagement styles of different audience segments while retaining the core message and tone.

This is perhaps the most important aspect of repurposing that content creators often overlook. Yes, repurposing is great and helps you get stuff done faster but overlooking the platform nuances can make your content fall flat. The format (text/ visual/ video), the tone of voice (formal/ fast/ fun), and even the post schedule should be influenced by the platform. Moreover, one should resist the temptation to post repurposed content just because it ticks a box in your content calendar. Ask yourself - does this fit into my brand's purpose? Does it strengthen its positioning? In the offline world, I have been companies repurpose investors briefing call into a tall hall presentation - that's so boring.

To effectively repurpose content across platforms, leverage each platform's unique features and trends to enhance engagement. For example, Instagram favors Reels, so turning content into short videos can increase visibility. LinkedIn thrives on thought leadership and industry insights to build professional credibility. Use interactive elements like polls on Instagram or X to boost engagement, and host webinars on LinkedIn for real-time interaction. Stay updated with new features—such as Instagram Stories Highlights and LinkedIn newsletters—to keep content fresh and accessible. Additionally, creatively reimagine content to provide fresh value, like transforming a blog post into an infographic for Pinterest or a series of TikToks.

Here is a case study on SUGAR Cosmetics. Its brand voice is bold, youthful, and empowering. The company's tone is often playful, confident, and slightly edgy, targeting young, modern women. Instagram: "Ready to slay all day? Our matte lipstick will keep you looking fierce!" Website Blog: "Discover how our new matte lipstick can give you that fierce, long-lasting look you crave." YouTube: "Hey, beauties! Today, we’re diving into the magic of our latest matte lipstick. Watch till the end for a surprise giveaway!" Note the use of phrases like “slay,” “fierce,” and “bold” across all platforms. Product names and descriptions are kept uniform. Although different platforms, the tone is consistent. It screams confidence.

It is important to consider the unique strengths of each platform when repurposing content. For instance, a detailed infographic could be created from key data points in a white paper to cater to visual learners on social media. Always keep the target audience in mind, ensuring the content is relevant and engaging for each specific channel. This approach not only maximizes the value of your original content but also reinforces your brand's consistent voice and authority across different formats and platforms.

While I'm not the absolute hater, I do take caution when I repurpose any content. Before you plan on this, ensure: * You understand the target audience of the platform you are going to repurpose * Choose content that aligns with the target audience of the new medium * Tailor your messaging to resonate with each group * Modify content to suit the format and length requirements * While maintaining brand voice, adjust the tone to match audience preferences * Feel free to leverage AI for tasks like tone analysis and content generation, but always human-proof Remember, the core purpose of this is to save some time and make your quality content reach more audience. Not the other way around.

Flexibility also means being responsive to feedback and analytics. You need to regularly assess how your audience interacts with your content and be willing to make adjustments as needed. Experiment with different styles and formats while staying true to your brand’s core values. This adaptive approach not only keeps your content fresh and engaging but also demonstrates your brand's ability to evolve and meet the changing needs of your audience.