Create multi-use content to test performance on various distribution channels

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 13, 2019, 1:31 AM UTC

Content can be used to repeat key point consistently.

This piece highlights how companies can manage and analyse their existing content better. Brands must have a content plan prepared in advance to support coverage of important events that experience high demand, says Hannah Trivette of Web Solutions.

Brands must create multi-use content that can be distributed through various channels such as, a YouTube video where the audio can be used for a podcast or in small segments for social posts and stories. This approach lets brands analyse the content’s performance across various platforms, as per Bernard May of National Positions.

Natacha Gaymer-Jones of Swoon Media said that brands must create two to three content pillars that can act as an anchor for more content. Through the pillars, brands could develop a thematic description and topics based on the “core” message.

Read the original article

[6 minute read]