Content is king, but not all platforms are created equal. How can you make the most of your valuable content without compromising your brand message? In this article, we'll share some tips on how to repurpose your content for different platforms without diluting your brand message.
Different platforms attract different audiences, and you need to tailor your content accordingly. For example, LinkedIn is more professional and formal, while Instagram is more visual and casual. You need to understand the preferences, pain points, and goals of your audience on each platform, and adjust your tone, style, and format to match. Don't just copy and paste your content from one platform to another, but tweak it to fit the context and expectations of your audience.
You do not need to overthink this though. Many members of your audience will be on more than one platform. If you have zeroed in on your audience's problems and goals, the focus of your message will be consistent no matter the platform.
Different platforms have different strengths and limitations when it comes to content formats. For example, Twitter is great for short and snappy messages, while YouTube is ideal for long and engaging videos. You need to choose the right format for your content based on the platform's features and best practices. For example, you can turn a blog post into a video, a podcast, or an infographic, depending on the platform you want to repurpose it for. You can also use tools like Lumen5 or Canva to help you create different formats easily and quickly.
Your audience will have different preferences for how they consume information. By repurposing your content in different formats, you'll be appealing to different members of your audience. Your message will remain consistent but the way you convey that message will change.
While you need to adapt your content to different platforms, you also need to keep your core message consistent across all channels. Your core message is the main idea or value proposition that you want to convey to your audience, and it should reflect your brand identity and purpose. You can use different words, images, or sounds to communicate your core message, but you should avoid changing it or contradicting it on different platforms. Your core message should be clear, concise, and coherent, and it should resonate with your audience on an emotional level.
As part of your brand strategy, your core message should be clearly defined. Then, as part of your content creation process, you can review each piece of content in light of this core message: does this one piece lead back in some way to your core message?
Repurposing your content for different platforms is not only a way to save time and resources, but also a way to add value and variety to your content marketing strategy. By repurposing your content, you can reach new audiences, reinforce your message, and increase your authority and credibility. You can also use different platforms to provide different types of value and variety to your audience, such as education, entertainment, inspiration, or interaction. For example, you can use a blog post to educate your audience, a video to entertain them, a quote to inspire them, and a poll to interact with them.
Finally, you need to test and optimize your repurposed content for different platforms to see what works and what doesn't. You can use metrics like views, clicks, shares, comments, or conversions to measure the performance of your content on each platform, and compare them with your goals and benchmarks. You can also use feedback from your audience to identify what they like and what they don't, and what they want more or less of. Based on your results and insights, you can optimize your content for different platforms by making changes to your format, style, tone, or message.
The foundational pieces of a Brand Strategy are often skipped over, superficially addressed, or forgotten once the content creation begins. Align each piece of content with these foundations and your repurposing will be far easier and more effective.