One of the easiest ways to expand your content reach is to target a new platform, or use new capabilities on an existing platform.
Very often, in marketing, we are told to identify where your target audience is and then target them there.
We are fortunate in the world of Social Media that there are some big hitters: Twitter, Instagram, Facebook, Linkedin. Chances are, our target audience is probably already on one or more of those platforms.
So instead of finding out where people are, we could:
- look at the platforms available for delivering content
- what content could we create that is native to that platform?
- what audience is on that platform?
- write content that targets that audience.
Linkedin Pulse Articles
Linkedin, as a platform, tends to have:
- management and C-Level staff
Linkedin Pulse Articles, tend to:
- be short
- higher level overviews
Therefore you can either build unique content aimed at more senior staff, or re-purpose detailed blog content, but written at a higher level for the management audience.
At least, that’s what I do.
I think there is overlap between the readers of my LinkedIn Articles, and the readers of my blogs.But I’m also certain that some people only use LinkedIn. They don’t use Twitter. They don’t use Instagram. They don’t read blogs. This doesn’t mean that I’m going to re-post content, but I can re-use the essence of content for LinkedIn articles.