How to Create Good Cross-Platform Visual Content

    Staying relevant on the social web is no easy task, but attention to how images and videos play in multiple spaces will help ensure your marketing reaches the right audience. Cross-platform planning not only ensures you have content that displays at the proper resolution. It also solidifies your position as a forward-thinking brand that understands the intricacies of social media messaging and uses it to inform and entertain prospective customers. In this post, we’ll explore a handful of ways you can add to your content marketing arsenal to create awesome social content the first time out, publish it across multiple channels and successfully meet the goals you’ve set for your brand.

    Understand each platform

    Among the most fundamental aspects of cross-platform success is content design that plays well in a variety of spaces. That includes sizing images properly on social media, remembering the differences between desktop and mobile applications, and relying on expert feedback, both that of your audience and that of trusted partners (you guessed it!). When it comes to social media programming, also consider ways to maximize your investment by capitalizing on visuals first. For example, a blend of Instagram and Twitter such as that used by HotelQuickly, a mobile booking app serving the Asia Pacific market, places emphasis on high-quality photos that can quickly be shared. The brand capitalizes on the Twitter platform by adding in periodic A/B questions that encourage follower interaction. Incidentally, the same publication rules apply to ads you might deploy in multiple online spaces: Be consistent with messaging, but experiment to identify the best delivery channels, says Michelle Manafy at TheDrum.com, a marketing news website.

    Articulate first, hone in second

    Another good idea is to spell out key themes for readers before fragmenting your message across the web. One of the best places to do this is the tried and true brand blog, slideshow or infographic, notes Rallyverse, a content creation and distribution platform. “Don’t overthink it: clearly stated ideas with great examples and images are your goal,” Rallyverse writes in a SlideShare presentation. ” A great recent read about dueling cross-platform strategies can be found in this ReelSEO.com analysis of Starbucks and Dunkin’ Donuts video channels on YouTube and Vine. Both have strong followings, but neither is capitalizing equally on those channels nor posting with the frequency needed to win over viewers, author Andy Smith concludes.

    Schedule content precisely and frequently

    That gets us to our next point: the Dale Carnegie principle. To win friends and influence people, regular cross-channel publication of content is crucial. Craft a brand style guide specifically aimed at equalizing your voice across channels. With that in place, organize workflow to support consistency across channels. Publish the same content multiple times per day to ensure it gets seen and to replicate quality, well-written work that speaks to your core values, recommends JoinUniverse.com, based on its analysis of content marketing platform Buffer. Revisit the stable of incredible and oftentimes free curation tools that can help you hunt for content best suited to your brand.

    Guide decisions with good data

    With all of these feel-good write-ups and visualizations soaring over the virtual transom, it’s easy to lose track of the hard numbers behind your efforts. Don’t let that happen. Instead, use data to further develop cross-platform distribution practices, advises TweetReach.com. For example: “If the best practice for a particular social channel tells you that photos without faces in them perform the best, but your audience engages more with photos that do have faces, then continue to include faces in your content.” Also take time to understand behavioral patterns, such as how your audience researches a product or service and then takes action, adds Lee Odden at TopRankBlog.com.

    Keep on learning (and executing)

    Above all, add to your brand’s store of wisdom each day by spending time on research, advocates Adriana Palma, digital marketing specialist at Sony Music Central America & Caribbean, in an interview with ScibbleLive.com. “There are always new technologies, new apps, new tools, new trends, new strategies to look for and to explore,” Palma explains. “The need of having all the information updated will keep you on top every day.” It’s true you might feel like an exhausted multi-tasker at times, but with the proper care, cross-platform visual content will captivate your audience for a long time to come. Nate Birt is a multimedia journalist, social media enthusiast and copy editor with experience at a variety of print and digital publications, and a Certified Journalist at the Visually Marketplace. Follow him on Twitter at @natebirt.

    Rocking Lead Generation
    Webinar - The Resilient Marketers Guide to 2021
    Interactive Content Marketing Value Calculator
    Build Your Own Content Style Guide
    KIT Brand Guidelines Bundle
    Narrative Design: How product marketers can tell a story people can't ignore
    THE ULTIMATE BUYER PERSONA GENERATOR
    WORDPRESS GUIDE FOR CORPORATE BLOGS
    2021 MARKETING PLANNING BUNDLE
    INTERACTIVE CONTENT GUIDE
    SEARCH ENGINE OPTIMIZATION
    ROCK CONTENT MAGAZINE The pillars of data-driven marketing
    PAST, PRESENT, AND FUTURE 3 marketing leaders share how Covid-19 changed their 2020 plans
    MARKET INTELLIGENCE
    CHECKLIST FOR WEBINARS
    talk to us visually
    MAKING CONTENT GROW INTO CUSTOMER FLOW
    The Resilient Marketers Guide to 2021
    Plan your 2021 marketing budget
    Quiz: Content Marketing Maturity
    Quiz: How Mature is Your Marketing Stack?
    How Mature is
    A COMPLETE GUIDE TO VISUALLY COMMUNICATE COMPLEX DATA
    HOW TO INCREASE YOUR ONLINE CONVERSIONS
    GETTING STARTED WITH INTERACTIVE CONTENT
    Talk to an expert
    create tailored experiences with Live
    live events with Rock Live
    improve your content marketing
    ROCK CONTENT MAGAZINE What is a content experience?
    Marketing budget calculator
    Idea Generator
    Increase your Ad Performance
    WEBINAR How to strengthen marketing strategies through technology
    Story is Strategy: Strategic Narrative as your Company's North Star
    Understanding the role of AI in marketing
    WEBINAR: Building and scaling your first sales machine
    The Role of Content in Aligning Marketing and Sales
    How to Innovate Content Marketing with a Product-Led Approach
    From the Past to the Future: HOW TO KEEP YOUR CONTENT MARKETING STRATEGY COMPETITIVE
    Developing a new business category: how to make your brand stand out from the competition
    How content is leading the marketing rebellion
    Content Operations: the key to real performance
    Back to Future: How GE Keeps Reinventing Brand Journalism
    https://resources.rockcontent.com/jam-session-jason-miller
    Content Marketing Across Regions — the balance between global vs. local
    Social Impact Report 2020
    Interactive checklist -- increase blog's traffic
    2021 MARKETING CALENDARS
    What do you need, to make your Content Strategy Rock?
    How to Create a Rockstar Interactive Content Team
    Share
    Rock Content Writer Rock author vector
    Content writer at Rock Content.

    Subscribe to our blog

    Sign up to receive Rock Content blog posts

    Related Posts

    Want to receive more brilliant content like this for free?

    Sign up to receive our content by email and be a member of the Rock Content Community!

    Our site is customized for each country we operate in.

    Go to English website ->