Creating content that works for all channels is a challenge for many thought leaders. You want to reach your audience on different platforms, but you also want to maintain a consistent message and brand. How do you balance these goals and avoid wasting time and resources? Here are some tips to help you create content that works for all channels.
The first step to creating content that works for all channels is to know your audience. Who are they, what are their pain points, what are their goals, and how do they consume content? You can use tools like Google Analytics, social media insights, surveys, and interviews to gather data and insights about your audience. This will help you tailor your content to their needs, preferences, and behaviors.
"Know thy audiece" said the wise. Every time I see an ads performing well, great campaigns and a lot of traction in a product, the common denominator is a strong foundation: Knowing exactly to whom the product is for, and know whom is not. The common trap is "I sell to everybody" which basically means "nobody really wants my products". I really like "buyer persona" framework. There are many variations of it and you can find many article with a simple search on google. I see two pitfalls for these frameworks: one is not using enough data and too much "wishful thinking", the other one is not being brave enough to make choice.
The second step to creating content that works for all channels is to define your objectives. What are you trying to achieve with your content? Do you want to raise awareness, educate, persuade, or inspire your audience? Do you want to generate leads, conversions, or loyalty? Your objectives will guide your content strategy and help you measure your results.
The third step to creating content that works for all channels is to choose your channels. You don't have to be everywhere, but you have to be where your audience is. You also have to consider the strengths and limitations of each channel, and how they fit your objectives and message. For example, if you want to showcase your expertise and credibility, you might choose a channel like a blog, a podcast, or a webinar. If you want to engage your audience and build a community, you might choose a channel like social media, email, or a forum.
The fourth step to creating content that works for all channels is to create your core content. This is the main piece of content that you will use as the basis for your other content formats. Your core content should be informative, valuable, and relevant to your audience and objectives. It should also be aligned with your brand voice and tone. You can create your core content in any format that suits your channel, such as a video, an article, a presentation, or a report.
The fifth step to creating content that works for all channels is to repurpose your content. This means adapting your core content to different formats and platforms, without losing its essence or quality. You can repurpose your content by changing its length, style, format, or angle. For example, you can turn a video into a blog post, a podcast, or a social media post. You can also turn a blog post into an infographic, a newsletter, or a slide deck. Repurposing your content will help you reach more people, increase your visibility, and optimize your resources.
The sixth step to creating content that works for all channels is to optimize your content. This means making sure that your content is easy to find, consume, and share by your audience and the algorithms. You can optimize your content by using keywords, titles, headings, tags, meta descriptions, images, videos, links, and calls to action. You can also optimize your content by testing, analyzing, and improving its performance and feedback.
Balancing content across various channels is like juggling flaming torches – thrilling until something goes up in flames! To keep your message intact and your sanity intact, whip up a content strategy that's as sturdy as a tank, and don't be afraid to repurpose your content like it's a fine wine that gets better with age.