Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
UBIQUITOUS FAITH-BASED CONTENT
Content Delivery
Content Duration
COMMUNICATION MEDIUM
CONSUMPTION TIME
Text & Audio
Visual
Short-form
Long-form
BLOG POSTS
IMAGERY
LIVE STREAM
STORIES
PODCASTS
VIDEO
COMPILATIONS
Short-Form Video
Beyond adapting content to fit various social media platform, repurposing is about adapting the core message of the content to fit the strengths of each medium (e.g., audio, video, imagery, or text) while maintaining the essence of your communication. As illustrated above, this means repurposing for both content delivery and content duration. In the case of the above faith-based example, a typical content delivery strategy considers the communication media split across the degree of content production challenge. For example, content may be readily created for text, audio, and imagery where the resources devoted to basic editing are minimal. Overtime, the content could be repurposed for podcasting and video channels when studio-based production resources are made available. Using the same faith-based example, a typical content duration strategy considers the audience preferred consumption time
(short-form vs. long-form) as well as the platform life of the content ranging from ephemeral content (e.g., Instagram, Facebook and TikTok stories) to lasting compilations of video episodes (e.g., YouTube playlists). Next, we discuss the characteristics and attributes of all eight of these communication media types. Blog posts. Textual content in the form of blog posts has the added benefits of SEO and user-friendly tools for content editing and the development of creatives.
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