Platforms to Consider for Your Content Marketing Strategy

By Jan Zimmerman, Deborah Ng

When planning a content strategy to promote a business, many brands add blogs and social media updates to that strategy but overlook some other platforms, either because they don’t know enough about the platform to include it or don’t feel it’s necessary.

Although you don’t have to set up an account on every platform out there, to discount a particular type of content because you don’t know how it works or because it might be too much trouble could be a missed opportunity.

Here’s a look at some common content marketing tools and platforms and how they can benefit your brand:

  • Blogs: One of the most common platforms, blogging helps brands to appear more human. By using blog posts to share industry news, product updates, how to’s, and even opinion on relevant topics, customers learn more about a brand’s team, mission, and goals. Because most blogs allow comments, it also offers an opportunity for a brand’s online community to interact with the brand and feel as if they have input towards the making of a product or service.

  • Images: Photos can help a brand go viral. Whether it’s an adorable puppy, a thought-provoking image, or a photo taken at the company picnic, people react well to visual content. Consider setting up camp on Pinterest or Instagram, or simply sharing photos on Facebook. Posts that include photos capture more eyes and, as a result, create more engagement.

  • Video: Like images, people are drawn to video. In fact, people love to share a good video. The video can be informative or amusing, but if your brand is associated with quality content, people will look forward to your videos.

  • Podcasts: Podcasts are experiencing a growth in popularity thanks to so many social media marketers using them to promote their brands and share their expertise. Think of a podcast as your own radio show, where you get to talk about whatever you like and invite guests you think your customers will enjoy. You don’t need to invest in a lot of expensive equipment when you start out, either. Available services allow you to use just a phone, or you can do it from your computer’s microphone. When you gain more experience, you might want to add components that add to the quality of your podcast.

  • Infographics: An infographic is a photo or series of photos, along with text stating facts relating to those photos, in one image. Because they’re easily consumed and understood, infographics have large reach and can help to achieve greater brand recognition.

  • SlideShare: SlideShare is a platform and social network for uploading and sharing presentations. If you or a member of your team created a presentation to illustrate how one of your products or services works, you can also upload that presentation to SlideShare so that you can share it on a broader scale and gain better search engine visibility.

  • Ebooks, courses, and webinars: Ebooks don’t have to be long, epic, journeys. They can be a place to share tips, instructions, or opinion. Use ebooks as incentive to purchase or sign up for a service. For example, offer a free ebook download for everyone who signs up for your newsletter. You can use courses and webinars to share expertise in the same manner.

  • Traditional books: Whether self-published or with a major publisher, books can add legitimacy to a career. Everyone, from CEOs to independent contractors, has something to share. Because you can sell books both online and offline, books can send business your way for years into the future.