Different content for different Platforms makes sense – Here is what works where.

Everyone knows that a blog is different from a website, an e-mailer, a newsletter, social media posts, a research article or white papers for that matter. In fact, all these are different from each other, but are counted under one broad category – web content.

Although everyone understands the difference between them but most of times, they knowingly or unknowingly cross that fine line, ultimately developing almost similar content for different purposes. People have different reasons to subscribe to a blog, visit a website, go through a newsletter and subscribe to social media updates and so on.

I have a criterion for subscribing to a blog, which is obtaining information in simplest possible manner! One of the blogs I follow once had a post on how a blog is different from a website. It read that, “a website is a formal dinner party and blogging is a backyard barbecue”.

Website – Represent Yourself Formally

A website is a platform for you to present information, facts and figures, product features and benefits, service offerings about you or your organization in a formal way.

Blogging – Speaking Your Heart Out!

A blog, on the other hand, is written in a slightly informal tone. You may write about anything. What does the ‘anything’ include? It includes anything!

Personally, you may write a Blog to pour your heart out, to connect with people, to promote anything, to hone your writing skills, to record your life, to write about anything you like / dislike, writing for clarity and purpose, to seek public opinion and to earn money. Yes, you can earn money as well!

I am sure none of us wants to land in something that doesn’t inspire. Well, I do not have a blog but I love to read blogs. What kind are you? Not sure, continue reading.

Blogging is fun and addictive. It’s your world and you create and mould it the way you want. But before you do this, you need to ask yourselves whether or not you are ready for this.

It cannot be a one day activity. You need to keep posting at regular intervals to build and sustain interest of your readers.

But is blogging your cup of tea?

Does your work life permit you that?

Are you committed to take out time?

If the answer is yes, you can give it a try. Bloggers have their reasons for blogging. Some do it for money, some have other reasons.

Social Media Posts – Let People Share!

Social media posts are meant to establish personal relationships with the customers, ultimately being an integral part of their daily. The aim is to create content that compels users to resort to it when they need to share, want suggestions and advice, express their views and feelings, organize polls and require instant answers/solutions to their problems.

The tone is generally informal and posts are short and crisp. People from different regions, backgrounds, professions and age groups come and express their opinions, feelings and viewpoints.

The intent is clear – providing people with a platform where they can voice their opinions and look for solutions.

“Discussing and sharing things often gives clarity and takes the mental burden away”, replied a friend of mine who is very active on social media.

Each Platform is Unique! Each Platform Calls for Different Writing Style!

The idea of engaging you in this discussion is to show that each platform is unique and thus, online marketers need to feed them with different types of content. However, your theme or crux of the matter may remain same but tone and way of representation should be different.

Your audience expects different content from you at different platforms. Yes, you can slice, dice, toss up the same content to give unique presentation, keeping the basic information same.

What Works for One May not Work for Another!

Great content can resonate with your audience no matter what platform you use to connect with them. But each platform is distinct from the other. Even if we talk about social media – all major platforms including LinkedIn, Twitter and Facebook are different from each other.

Creating a Twitter update with just 140 characters is entirely different from Facebook updates. On Facebook, you enjoy the liberty to stretch the content as long as possible but on Twitter you need to entice your audience within just a sentence or so.

You will have to come up with different strategies to make a mark on these platforms. What works on Facebook might not work on Twitter.

LinkedIn also allows lengthy posts; but then you need to be slightly formal as it is considered as a hub for business people and industry experts. The nature of your post decides the kind of audience you get. Definitely, it’s a platform for B2B marketers; so decide your pitch accordingly.

There Can’t be One-Size-That-Fits-All!

If you have been working hard to churn out the content that fits all, let me tell you that you’re wasting your precious time. Crafting a one-size-that-fits-all content can literally deflate your content marketing efforts.

Does this mean that you need to write separate copies for each platform?

It depends!

Seriously, it depends on your capacity to churn out the content. If you can produce different content for different platforms, that’s exceptionally wonderful. But if you’re facing difficulties in producing enough content, you can always twist and slice the existing content and look for a different way of presenting the same old content.

Even though you have a small target audience, then also you’ll have put all required efforts to feed them with different content on all the platforms. Audience nowadays likes variety and you have no other option but to offer them what they are looking for.

The updates on social media as well as your website content, blog posts and e-mailers and newsletters should be tailored according to the needs of your audience.

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