How to Keep Your Users Engaged Across All Platforms| Making Your Content Strategy Ubiquitous

Have you ever sat back and thought, “is it really necessary to invest in all of these platforms?” Trust that you are not the only one. Companies are extremely overwhelmed with how crucial their content management obligations have become. You have the social media platform, the bread & butter that is your website, and your blog. Customers now have the power to decide what they read, watch, and listen to, all while switching between mediums very easily. So not only do you have to worry about how your users digest and receive your brand establishing content, but you now also have to take into consideration which medium they will be using when they do.

How do we define content?

At the root of it all, it must be understood that content is any piece of communication that a company creates to drive a desired user action. That user action can be acquired differently per medium. For example, on social media, people use it to think about their future and how they can better their lives. To drive that desired user action; create content that will position your product in a way that helps your users create a “Goal Forward” applicable to their day-to-day lives. Users typically leverage blogs to learn how to do something. Content accessed on your company blog should include information about your products and how your customers might use it day-to-day. This type of information will drive user engagement, establish brand awareness, and create brand ambassadors.

What about Mobile?

The mediums mentioned above must be translated to mobile. When thinking of your content creation process, keep in mind how that content will be translated- usability-wise- to your users via a mobile device. Your users are constantly interacting with your company’s content across various digital mediums, but once they no longer have access to that home laptop or work computer, they are digesting content on-the-go through mobile devices. Whether in transit, in between meetings, waiting in the long Starbucks line for that 3PM pick-me-up, people are constantly “plugged in” to their mobile devices.

When it comes to mobile user engagement, think user experience and timing. Content is displayed on a much smaller scale in a mobile device, leaving very little room for design inefficiency. Content is much better received in a “Listicle” form- any content online that is in a list form. This format allows your users to scroll through your content. If you are including visuals (which you 100% should be), make sure that they are accessible in one load, or else the user will lose interest waiting for that content to appear mid-scroll. Content in list form appears much more digestive and yields an appearance of simplicity versus complexity.

Content Distribution?

All of the mediums we discussed have their prime time hour for user interaction. Social Media, for example, is typically in the early mornings and mid-day. Content distribution is based on your target audience and the type of content that you are providing. Content can be broken up into two sizeable components: Snackable Content (smaller pieces & lists) and Longer Content. When posting to your social media platforms or blogs, the best time to post those quick How-To’s /Listicles is during the day time hours, since your users are most likely pressed for time. Any lengthy content that you have, like comparing your product to an industry trend, should be distributed between 6-10pm, as people are slowing down their days and unwinding in front of reality and late night T.V. This is content that can be read while multi-tasking, like reading an article on collaboration of mobile apps and MetroStar Systems’ human factors engineering , while waiting for the oven timer to go off for the pot roast.

Content Marketing is successful when the content is aligned with the business objectives and goals that ultimately lead to creating new customer relationships. Those customer relationships are derived from increased and consistent user engagement across all mediums that are used by the customers. Understanding and defining the communications ecosystem through audience targeting, brand voice, and market positioning, all coincides with the ubiquitous content strategy plan.

-Joanne Augustin

Freelance Writer & Content Strategist 

www.joanneaugustin.com

? Joanne Augustin. All Rights Reserved.