Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
repurposed the piece to suit their video channel format (YouTube, Facebook, and Instagram) and Pinterest board on the topic. An audio episode on the same topic was then embedded in their blog. In addition the podcast episode was made available across each of their hosting platforms. This proliferation of content across all their channels gives their audience multiple touchpoints to engage with their brand. Encouraging interactions on these various platforms further strengthens their community of listeners. Plus it allows the brand to compare engagement metrics across platforms and formats. This provides insights into what types of content resonate best with audiences across all platforms.
Platform Proliferation
In 2023, an estimated 4.9 billion people use social media across the world. The social media app market in 2022 was valued at $49 billion (Forbes, 2023) with the platforms shown above representing the lion share of usage. A typical platform distribution strategy is shown below. In this case, Social Media Examiner rolled out their take on what marketers need to know about TikTok starting with their blog. Simultaneously, they
Content Delivery Proliferation
COMMUNICATION MEDIUM
Text & Audio
Visual
BLOG POSTS
IMAGERY
PODCASTS
VIDEO
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