Keep Calm and Be Platform Agnostic: A Content-First Approach

Cheryl Lawson

In an ever-evolving digital landscape, myriad social media platforms beckon businesses and content creators. While tempting to plunge into every platform available, a wiser strategy revolves around the essence of your message—the content itself. Instead of spreading too thin, take a content-first approach, which means prioritizing your message and then tailoring it to each platform you deem beneficial.

Why Content-First?

Content, at its core, is the foundation of any marketing strategy. Before determining which platform best serves your needs, establish your message, voice, and desired impact. Your content represents your brand; platforms are merely channels to convey it.

Crafting a Robust Content Strategy

  • Understand Your Goals: Whether you’re aiming for brand awareness, engagement, or sales conversions, your goals will shape your content.
  • Know Your Audience: Platforms are diverse because audiences are. Tailor your content based on where your target audience primarily hangs out.
  • Type & Frequency: From blog posts and infographics to podcasts and videos, the type and frequency of content should align with both your resources and audience preferences.
  • Measure and Adjust: Use KPIs (Key Performance Indicators) to monitor performance. Adjust content and strategy accordingly.

Brand Voice & Authenticity

Your brand voice should be consistent across platforms but adapted to each platform’s language and culture. Authenticity reigns supreme; hence, storytelling should be genuine, reflecting your brand’s ethos.

The Art of Content Repurposing

Given the energy and time devoted to content creation, repurposing offers a smart way to maximize reach without reinventing the wheel. An infographic can be broken down into bite-sized visuals for Instagram, or a blog post can be transformed into a podcast.

Mastering Live vs. Processed Content

The spontaneity of live videos offers authenticity, whereas polished and processed videos project professionalism. A blend of both caters to varied audience preferences.

Essential Tools for the Trade

Even on a budget, there are tools to enhance content quality. From smartphones and tripods for video to Canva for graphics, investing in a few tools can significantly amplify your content.

Engaging Through Captions & Hashtags

Pair your visuals with compelling captions. While brevity often wins, occasional deep dives can engage audiences differently. Hashtags, when used judiciously, enhance discoverability and community engagement.

Understanding the Younger Demographic

If targeting Gen Z or younger millennials, consider engaging them in content brainstorming. Their tech-savviness and understanding of current trends can offer fresh perspectives.

Navigating Ethical Waters

While daring content can gain attention, it’s pivotal to approach with sensitivity and awareness. Avoid cultural appropriation, offensive content, or anything that can tarnish your brand reputation.

Persistence Pays Off

In the digital arena, overnight success stories are rare. Patience, consistency, and adaptability are the hallmarks of a sustainable content-first approach.

In the maze of platforms, a content-first approach ensures you never lose sight of your brand’s essence. Platforms will evolve, emerge, or even disappear, but genuine, high-quality content will always find its audience. Prioritize content, be adaptable, and the right platform will amplify your message.

Rachel Miller speaks on “Tactics to Get Engagement And Grow a Brand to reach 1 Million Fans and Beyond”

Anyone can achieve great results with video content by consistently posting engaging content, focusing on providing value to the audience, and utilizing various strategies to promote and engage with the content. I love this video from Rachel Miller.

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Intro to Social Media Copyright © 2021 by Cheryl Lawson is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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