Maximizing Content’s Impact
Creating great content is no longer just about creating it and funneling it through a single channel. Multiple channels are ideal in the current environment, as consumers gravitate to media content and entertainment across a variety of channels and platforms, from social media to the latest mobile streaming service and everything in between.
As 99 Creatives notes in its blog, “Platform-Specific Content Adaptation: How to Maximize Impact Across Channels,” repurposing content goes beyond just copy/paste and has moved into more customized, optimized and measurable environments curated for each channel. This is designed to increase reach, engagement and conversion rates.
“With users spread across a wide range of platforms—each with its own behavior patterns, engagement formats, and audience expectations—adapting content for each channel is essential. This approach is known as cross-platform content strategy, and it’s one of the most important practices for modern marketers and business owners aiming to increase brand visibility and engagement,” advises 99 Creatives. The agency further notes some of the reasons and benefits of this approach:
- Your audience is everywhere. People may engage with your brand on Instagram, search for your website via Google, or look up your credentials on LinkedIn. Your content should meet them where they are.
- Each platform has unique strengths. TikTok is ideal for raw, entertaining clips. LinkedIn is more professional. YouTube allows long-form storytelling. Smart content adaptation ensures you’re leveraging each channel to its full potential.
- Platform-specific content builds credibility. Users trust content that looks like it belongs. A 2,000-word article isn’t going to perform well as an Instagram post—but a snippet from that article might.
- Increased SEO and visibility. When content exists in multiple formats and across multiple platforms, your brand becomes more discoverable—both via search engines and in-platform search.
It’s ultimately about making your content, in all of its potential forms, work harder and smarter to benefit your audience and your brand.
Going Global for Storytelling
The Media Insights & Engagement Conference will feature an opening keynote panel, “The New Rules of Cross-Platform & Global Storytelling.”
In today’s borderless media landscape, stories must captivate audiences across platforms, formats, and cultures. How do brands cut through the noise, engage diverse audiences, and spark connection everywhere? This opening keynote panel brings together leading voices to share strategies for adapting content, building global hits, and creating experiences that resonate worldwide.
The panel will feature Patrick Courtney, Chief Business Officer at Fuse Media, Brian Herbst, Executive Vice President, Chief Media & Revenue Officer at NASCAR, and Soy Kim, Head of North America, Music & Podcasts Content Strategy at YouTube.
Staying Relevant to Your Audience
99 Creatives provides some tips for cross-platforming content, and keeping your brand voice consistent and authentic:
- Understand the Platform’s Nature: Each platform has a unique voice and content formats. Determine the unique benefits and characteristics of each platform, and the insights that can be derived from them.
- Start with Pillar Content: Create a solid piece of foundational content—this could be a blog post, a podcast episode, a webinar, or a whitepaper. This becomes your anchor for generating platform-specific content.
- Adapt Visuals and Copy: Content should be designed with the platform in mind. This contextual editing is the core of effective cross-platform content.
- Keep Your Brand Voice Consistent: While adapting formats, keep your brand identity consistent. Whether you’re casual or formal, witty or professional, your tone, fonts, color palette, and messaging should stay true to your business. Cross-platform content should feel native to the platform, but still clearly “you.”
- Schedule and Automate Smartly: Use scheduling tools to manage and plan cross-platform content releases. Timing matters.
- Measure and Optimize: Track platform-specific performance using analytics tools. Important metrics include engagement (likes, comments, shares), click-through rates, conversion rates. video retention time and follower growth.
99 Creatives also reminds us that it’s not about being everywhere but it is about being relevant: “In a digital world overflowing with noise, cross-platform content gives you the edge. It helps your message get seen, builds trust across audiences, and increases your ROI without increasing your workload exponentially.”
Video: “How to Craft Compelling Multiplatform Storytelling Strategies by Nisha Burton,” courtesy of AWE XR.
