What are the best ways to create engaging, informative content across platforms?

Even before knowing your audience, know your niche and expertise. Having a good clarity about your strength and knowledge where you can be more credible and trustworthy. Knowing the audience includes knowing yourself in a manner that complements each other. Both the things goes hand in hand, if you know the pain points and the expectations of a particular audience, see if you can provide expert help to them. It'll build your authority and credibility for that particular niche.

A tool that's often underestimated but extremely powerful in understanding your audience is 'social listening.' Unlike traditional surveys, social listening captures raw, unfiltered conversations about your brand, your industry, or even your competitors. I use this to understand not just what my audience wants but also the language they use, which helps in tailoring my content's tone and lexicon. For instance, if LinkedIn conversations focus on 'career growth,' but Twitter is buzzing about 'side hustles,' that signals a need for platform-specific messaging.

Keep the language simple, and keep it short. If the audience struggles you will lose them. They want information that is easy to understand and not time consuming.

Your current customers are often your best avenue to understanding your audience (they're already part of it right?) In addition to polling and surveys, talk to your customer-facing teams (sales, customer satisfaction, client support, etc.) about what they are hearing. What are clients talking about? Where does their pain reside? Better yet, talk to your clients and ask them.

In my experience it’s all about understanding your ideal customer profile. Once you know that, you know their pains, you know their gains, you know what to create to resonate with them etc.

In my experience of content creation, I've learned that 'SMART' goals (Specific, Measurable, Achievable, Relevant, Time-bound) aren't just for project management; they're invaluable for content strategy too. If your goal is lead generation, don't just aim to 'increase leads'; set a goal to 'increase LinkedIn lead conversions by 15% in Q2 through targeted webinars.' This specificity helps in creating content that's laser-focused on achieving that particular outcome. Plus, it makes measuring ROI a breeze, letting you know precisely what works and what needs tweaking.

The defining of goals is what almost all companies and MOST creators get wrong: Do you want?? 1)Click baiting wide audience content for insanely high impressions? 2)More niche content for a more valuable engagement? 3)To have a presence on all channels or hone in on one or two? Be honest with your goals so your team can execute and see REAL progress!

Here's Jack again. He was excited to write a new blog post that would attract lots of readers. But he paused first to ask "Why am I doing this in the first place?" Was it to generate leads, raise awareness, or boost engagement? He realized this focus would shape his entire approach. If his goal was leads, he'd use a compelling style and strong call-to-action. For awareness, an educational yet approachable tone. For engagement, entertaining stories that connected emotionally. Defining that goal upfront helped Jack create content that really resonated with his target readers. The piece brought in lots of new prospects. Jack learned an important lesson - always set your goals before writing to motivate your audience and convert readers.

Before you embark on the content creation journey, set clear goals. What action do you want your audience to take post-reading? Define success metrics—how will you measure the impact of your content? Ensure your content aligns with your broader strategy and brand identity. Goals act as guiding stars, shaping your content's tone, style, format, and the all-important call to action. If you're after lead generation, infuse persuasive tones, maintain clarity and conciseness, opt for a landing page format, and conclude with a compelling call to action, inviting your audience to sign up, download, or reach out. It's not just about what you say; it's about what you want them to do next.

Goals can also go beyond calls to action. I read in One Page Marketing Plan by Alan Don that the easiest way to define Public Relations is to aim to make the Mayor of a city Laugh. A goal can have emotional aims too and even better when you can identify what part of your content you hope creates the opportunity for that emotional response to happen. It’s easy to say this article is intended to inform and entertain. It’s far more difficult but far more effective to say “This point is intended to inform and this point is intended to entertain.” We can only hope to create the opportunity for emotional connection we can’t force it. If you build that level of intent into your content you increase the odds of emotional impact and clarity.

There isn't a wrong platform choice lets be honest your audience is probably on ALL social media and if they aren't on the platform you are using they'll get on it if you're entertaining enough. BUT when you are choosing your platform you need to first decide the tpe of content you'll be producing. Short form, long form, graphics, tutorial based etc etc. Whatever your main content type is will change the platform you need to be on!

I've seen many brands spread themselves too thin by trying to be on every platform. My advice? Go where your audience is, but also consider where your type of content performs best. For instance, visual storytelling might work wonders on Instagram but could fall flat on LinkedIn. Also, remember, each platform has its own 'content lifespan.' A tweet has a shorter shelf-life than a blog post. I usually start with one or two platforms and optimize content for them before expanding, thus ensuring I deliver consistent quality instead of diluted mediocrity.

Choosing the relevant platform to target your audience is necessary to achieve SMART Goals. To understand your audience and platform, you should create buyer persona with the help of- - Sales team feedback - Social Media Listening Tools - Customer Testimonials - Website Analytics On the basis of above data, categorise your audience and locate the best platform to cater them. - Review Sites -

Each platform has an unspoken culture the way kids at a playground develop rules to a game without ever actually having a meeting about it. This is why social listening is important beyond audience discovery. We need platform awareness so that we can meet expectations but also exceed expectations. All good acting clases ask you to watch as many bad movies as you are asked to study the greats. What is a bad move? What elements make up a poor effort? Set the baseline. What elements make a great effort? How far are you from achieving this and do you see what you need to do to get there? What types of memes are shared here that aren’t shared there? They say you know a language when you understand its humor. Know your platform.

To choose the best platform for your business, you should consider the following questions: What is your target audience and where do they hang out online? What are your business objectives and how can you measure them? What kind of content do you want to create and what format works best for it? How much time and money are you willing to invest in creating and managing your online presence? What are the pros and cons of each platform and how do they compare with each other? You can also do some research on what platforms your competitors or industry leaders are using and how they are performing on them. You can also test different platforms and see what works best for you.

Adapting content is not just about shrinking or expanding text; it's about speaking the platform's 'native language.' For example, LinkedIn posts that share career insights or industry trends gain more traction than a simple product promotion. On TikTok, a quick how-to video could go viral over a lengthy lecture. As someone who frequently produces content across various platforms, I've seen firsthand how a story told in a 3-minute YouTube video can be condensed into a high-impact 30-second Instagram reel and a detailed 1,200-word blog post. Each version should offer unique value while maintaining your brand's voice and key message.

Step into the shoes of the reader. Ask and answer the question: What's in it for me (aka for the reader). Especially when I cover a policy development, I find readers appreciate knowing the advantages, disadvantages and also the grey areas, if any.

Choose your social media platform carefully. Keep in mind each platform has been designed for specific use and reach. Not all platforms work for all types of businesses.

It's important to remember that adapting content can and should include making the content more accessible to disabled audiences. Add captions to your videos and reels (add #caption to post to ensure people know it's captioned). Also, consider using screen readers, braille displays and/or speech recognition software for the hearing and visually impaired. Lastly, limit your use of emojis - they're difficult to interpret with the technology currently available.

One thing I have found helpful in creating informative content that engages people is to address user queries and include first-hand experiences and insights. Whichever platform you write for, you should focus on presenting your info in the most consumable way, packed with examples, stats, actionable bulleted tips, and visuals.

As a content creator, my biggest realization has been that optimization is an ongoing journey. The 'publish' button is not the end; it's a checkpoint. Tools like Yoast SEO for WordPress or SEMrush provide actionable insights on keyword density, readability, and even the sentiment of your content. But beyond these, always prioritize user feedback. I've restructured entire blog posts based on one insightful comment from a reader. And let's not forget speed; a 1-second delay in page load time can decrease conversions by 7%. Always be iterating.

Optimizing your content is an ongoing journey, which is why you should periodically update your content. You can add new examples and stats. These days, Google's Generative Search results are offering info useful to the readers. You should also ensure that your article covers that info. It could help you get featured in the AI-generated results at the top of the SERPs. That's the real #1 spot today.

In the pursuit of making content engaging and appealing, we tend to put in a lot of elements and the key message on any platform gets lost. Keep it simple and trim the fluff.

Once your content is tailored, it's time to optimize for peak performance and user experience. Ensure it's not just easy to read but a breeze to comprehend and act upon. Speed matters—your content should be fast, responsive, and accessible across various devices and browsers. Employ tools like readability tests, grammar checkers, SEO analyzers, and web performance testers to fine-tune your content's quality and effectiveness. Don't forget the feedback loop—analytics and user input can be your guides. Monitor results, be flexible, and tweak as needed. Optimization isn't a one-time affair; it's a continuous journey toward content excellence.

Repurpose your content into various formats. For example, turn a blog post into a podcast, infographic, or video. This allows you to reach a wider audience with different preferences.

Repurposing is the art of recycling your best ideas into multiple masterpieces. For instance, a well-received LinkedIn post about personal branding can morph into a deeper YouTube video, then re-emerge as a series of Instagram stories and ultimately find a home as a detailed guide on your website. I've often repurposed client testimonials into powerful LinkedIn articles that not only showcase my expertise but also build trust. The key is to recognize that each platform has its own storytelling style. Your core message remains consistent, but the delivery should suit the platform's 'mood' and audience expectations.

Don't think of repurposing as a lazy content creator's tool. It's making an insight or information available to people across different channels and formats. To do this, the best is to start with a 'core' piece of content: a report, eBook webinar or other format that contains an extended version of the information on the topic. This will be your base to extract other pieces of content from: an infographic, a 30-second video, an email... Each new piece of content should be its own, with a custom tone, voice, and call to action that fits that format and channel – but you are basing it on the content from your "core" piece.

Unlock the full potential of your content by giving it a new life through repurposing. Imagine casting a wider net and boosting its value by presenting it in diverse formats, platforms, and contexts. Transform a compelling blog post into a captivating podcast episode, turn a social media gem into a visually stunning infographic, or convert a landing page narrative into an engaging video. This isn't just recycling; it's about reaching new audiences, reinforcing your message, and amplifying your presence. Don't shy away from updating, refreshing, or combining existing content to craft something fresh, relevant, timely, and undeniably useful. It's not just about what you say; it's about how far and wide your message can resonate.

When it comes to video content, you can try to create something from the start that is suitable for multiple social media platforms. This will help you reach different audiences with only a one-time effort. For example, if you create a short video, such as a Reel, it should be recorded vertically and be less than 60 seconds in length. That way, you can post it on Facebook, Instagram, TikTok, and YouTube, and it will fit perfectly on all the platforms.

Encourage interaction with your audience through polls, quizzes, surveys, and contests. This not only boosts engagement but also provides valuable insights.

Knowing the audience, what they think, what they like is the best way to engage with them. Our past posts can easily tell us what type of content is getting noticed. On the other hand consistency is the key, you can't lose hope and stop posting if you aren't getting noticed or any engagement. A perfect content strategy isn't made over night, it's a hit and trial method which takes time, but once you are there, you can get viral.

Storytelling. It goes back to knowing your audience and crafting the message in a way that resonates with them. Taking the approaches that the media industry uses for marketing/sales and applying them in the context of learning would be ideal.??

Interacting with the audience and seeking feedback is also crucial. Engagement isn't only about pushing your content. Responding to comments, creating polls, hosting Q&A sessions, and actively participating in conversations are also essential. These interactions help gauge what the audience wants to see and provide insights on areas for improvement.

Every week there is some news topic that drives most conversations on social media. Spot it and see if it can be connected to what you want to say. That's one way to create a hook for you content.

KISS: keep it simple yet special! You need to understand attention span and then create content accordingly. Stay true to your audience, with your content and smart with presentation. There's no secret formula. The more you consume, the more ideas would generate, improvise those ideas and deliver with strategy.