Websites and tools, like Hootsuite, help us automate our content distribution and are exceptionally time-saving when it comes to helping small business owners manage their content across social media channels. But don’t let the automation fool you into sharing duplicate content across channels. Every channel has a different audience make-up and your prospects are in a certain frame of mind when using each channel. Content like blogs, product announcements, and company news should be shared across all channels, but take a look at how you can tweak the content to fit the channel.
Write a series of blog posts about the update. Blog content is extremely versatile and perfect for storytelling. It integrates with all other forms of media. Include images, videos, or a slideshare to tell the deeper story and engage the audience. An in-depth blog post can serve as a central point of content that feeds other channels. For example, you can create a tweet for every new feature written about in the blog post. Create a Pinterest board about the information with unique pins for each important feature. Create a Facebook photo album that tells the story of the team and a behind-the-scenes look at the product.
With Twitter, we’re limited to just 140 characters and even less when we add images or a link. We have to be creative because our space is so limited. Use Twitter to share an attention-grabbing headline that links back to the bigger story. Create a unique image that supports the update and include a marketing message on the image as well.
YouTube and Facebook:
Create a company video that supports your important message. If it’s a product announcement, consider a message from the company president or CEO, or a quick how-to video that highlights all the great features of the new product. The video can be shared on your YouTube channel but also on Facebook, where videos and images receive high shares.
Pinterest is image driven and can be used to share important information. For best results, select an image for each important highlight and add a sentence about the information to each image. Use these images to build a storytelling board on Pinterest. Include links and descriptions on each pin. Images can also be shared across other channels.
Sharing information across channels broadens your company’s marketing reach. One last, but equally important, point is to schedule the updates on different days and times. Social media is about forming relationships with our audience and engaging them. If you schedule all the updates for the same day or time, it appears disingenuous and lazy.