You’ve taken great effort and care in crafting your social media strategy.
You’ve surveyed and talked to your audience. You’ve found out where they like to hang out online, and you’ve carefully chosen which platforms to focus on.
But if you’re producing more than one type of content, one strategy simply isn’t enough.
While it is safe to assume that your audience data isn’t wrong, you also have to be aware of how content sits on different ecosystems.
If you have a podcast, your primary goal as a content creator is to get listeners to subscribe to your show using a music player like iTunes.
If you’re creating video content on YouTube, you want your audience to subscribe to your channel so they automatically get updated when you publish fresh content.
And then there’s all the content that sits on social media sites like Facebook, Twitter or LinkedIn, and all the interlinking that occurs between each.
The long of the short of it is that the more media you’re creating, the greater the need there is to create separate promotional strategies.
Determining Your Goals & Strategy For Each Content Type
It’s not that you can’t share all of your content on social media. But – for example – consuming a blog post is generally quicker and easier than listening to an entire podcast episode, which requires a greater commitment. Social media is great for building awareness around your podcast and gaining subscribers, but it isn’t necessarily the best way to get more listens.
Video, on the other hand, can be quite consumable depending on the length (two to five minutes is generally thought to be the ideal length). Videos can obviously be uploaded to YouTube, but you can also get a lot of engagement on them by uploading them to Facebook. This may not be the best idea if your goal is to grow your YouTube subscribers, but if you want to get more views, then this can be a great way to accomplish this end.
Bottom line – you need to determine your goals and strategy for each content type. They don’t all work exactly the same.
The goal of a blog post might be to capture email addresses or to generate leads. The goal of a podcast episode might be to grow your authority. The goal of your videos might be to entertain your audience.
Whatever your goals are, it’s necessary to think about the journey the content consumer is going to take. Where do they start, what do they learn, and ultimately, where do they end up?
Determining How You’re Going To Prevent Audience Overwhelm
If you’re consistently publishing great content, your audience would probably love to be able to consume it all. But if you’re putting it out at a ferocious rate, and they simply can’t keep up, they’re going to feel overwhelmed, and they might even give up trying.
This is the main danger in funneling all of your promotion efforts through the same social media channels. If your following sees multiple pieces of content coming their way on the same day, they may not even know what to do with it.
On the other hand, if they know exactly when you’ll be coming out with a new blog post, podcast episode or video, and it arrives at the expected time every single week, the content will be much more consumable, and you’ll train your audience to check back at predictable times.
Think about what you’re trying to accomplish with every piece of content you create, and how it connects to your social media efforts. Without a well thought-out plan, you could end up confusing and frustrating your audience.
Do you need help coordinating your social media efforts? Then we hope you’ll get in touch with us. We look forward to hearing from you.