Is it time for your content to go multiplatform? - SmartBrief

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Is it time for your content to go multiplatform?

2 min read


SmartPulse — our weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues.

This week, we asked: How would you describe the majority of your social media content?

  • Text-based: 63.55%
  • Image-based: 32.71%
  • Video-based: 2.80%
  • Audio-based: 0.93%

I get it. I really do. I love writing, too. It might not be easier than any other form of content, per se, but it requires fewer pieces of equipment, fewer technical skills, it relies on a skill set that most of us use in daily life anyway — and it’s so much fun. So why do anything else?

Because you’re creating content for the Web and the Web is more than just text. You and I might wish that just churning out big blocks of text was good enough. But if you’re serious about promoting your brand, you need to be able to mix it up. Here are some of the benefits that multiplatform content offers.

  • It gives you flexibility. You can express new ideas — or old ideas in new ways — with video, images and audio. Sometimes a picture is more efficient than a paragraph. Why not express your views in the most effective format possible, rather than limit yourself to what you’re comfortable with?
  • It connects with a wider base. Different people learn in different ways. Don’t shut yourself off from connecting with people who prefer to connect through another medium.  Video, images and audio are also more portable than large amounts of text. Give your ideas every chance to flourish.
  • It lets you recycle. Nothing says that once you write a blog post, that idea is finished forever. You can adapt old blog posts to become inforgraphics, turn video interviews into podcasts and on and on. You can remix your content almost endlessly to give people as many chances as possible to connect with your idea.

How are you branching out with your content?