Combine content and distribute it across various platforms

These days, there are a wide variety of platforms where you can share your content, and the main goal is often to direct visitors to your landing page and encourage them to purchase your product or service. Content can be shared and created in various ways to ensure it has the best chance of success on the platform where it’s published. In this blog post, let’s take a look at how that works—and how you can optimize this for your digital marketing.

Digital marketing no longer means simply clicking “Publish” and then sitting back. Promotion must be managed so actively that it often becomes a task in its own right. Below, we’ll explain how you can go about this and how you can repurpose your content into clever new formats.

The Main Content

The main content often takes the form of a landing page that contains all the information on the topic and aims to sell a product or service. Let’s take as an example a new line of ice skates that you’re launching. For this, you don’t just have a dedicated landing page. You also create content to convince people that these are exactly the right skates for them. It’s your job to explain the benefits of these skates in your content and highlight what sets them apart from the competition. To do this, publish blog posts, create dedicated landing pages, and so on—anything to attract visitors to the website and encourage them to make a purchase.

You’ll then want to share this core content to ensure that these visitors actually come across it. We achieve this by breaking down, slicing up, and repurposing this content for optimization across various platforms.

Various Video Formats

For many companies, video marketing is an almost indispensable part of their marketing strategy. Platforms like Instagram, YouTube, YouTube Shorts, and TikTok make it one of the most popular forms of content.

To turn your main content (like the new ice skates) into a video, you don’t need to shoot a full-length feature film. Break the information down into manageable sections:

• Short videos (TikTok, Reels, Shorts): Create a 15- to 30-second video highlighting a specific benefit, such as the unique fit or the sharpness of the blade. Fast-paced visuals and a clear call-to-action (CTA) to your website work best here.
• Long-form video (YouTube): Create a more detailed review or a “behind-the-scenes” video showing how the skates are made and tested. Include a direct link to your landing page in the video description.

Various Images or Social Media Posts

Not every visitor likes to watch videos; visual content in the form of images and carousels remains extremely effective on platforms like Facebook, Instagram, and Pinterest.

• Carousel posts: Create a swipe-through post with 5 tips for the best skating technique or 3 reasons why these skates outperform the competition. Each slide covers a point from your blog.
• Infographics and quotes: Turn a compelling conclusion or key statistic from your main post into an eye-catching quote card or a visual comparison chart.
• Product photography with context: Show the skates in action on the ice, paired with a short, engaging caption that piques curiosity about the full article on your website.

Local Presence on Google My Business

For businesses that also attract local customers or operate a brick-and-mortar store, Google My Business (Google Business Profile) is an underrated channel. It not only helps with your local search engine optimization (SEO) but also directs active searchers straight to your landing page.

• Updates and News: Post a brief summary of your latest blog post directly as an “Update” on your business profile.
• New Product Additions: Add the new ice skates to the “Products” section of your Google profile, including a photo, price, and a direct link to the order page.
• Events or Promotions: Are you organizing a try-on event or a launch promotion? Create an “event” in Google My Business to really stand out in local search results.

LinkedIn and Other Business Platforms

Content on LinkedIn requires a different approach than content on Instagram or TikTok. Here, the focus is less on direct sales to consumers and more on expertise, the story behind the product, and business insights.

• “Behind the Scenes” & Business Case:Write a post about the product launch process. What obstacles did you encounter while developing the ice skates? What does the market look like?
• Thought Leadership: Share your vision of innovation in your industry. Connect insights from your main content to broader industry-specific trends.
• Document Posts (PDF Carousels): Upload a short presentation or white paper as a PDF file. LinkedIn users can flip through it directly, which drives high engagement.

Get More Out of the Same Content

Creating a compelling landing page or an in-depth blog post takes time. By skillfully repurposing this core content and tailoring it to the specific features of each platform, you can expand your reach without having to reinvent the wheel every time. This way, you can drive targeted traffic to your website through various channels and get the most out of your digital marketing strategy.

Would you like to get started with a fast and reliable website to accommodate all these visitors? Then check out the hosting packages from MijnHostingPartner.nl and lay the perfect foundation for your online success!