Why your content marketing strategy should be platform agnostic

Why your content marketing strategy should be platform agnostic. Which platform should I be on? Sure, you can still watch your favourite show (and accompanying ads) on TV. What’s more, consuming a piece of content is a living process that reaches across other platforms, whether you want it or not. There’s no such thing as a TV or radio, or even a Facebook or Twitter campaign anymore. Every campaign is digital, and needs to take into account multiple platforms. Renounce thy faith in specialist agencies So how do you create campaigns that resonate with your audience in a world where they’re all scattered across hundreds of different platforms, each engaging with content in their own way? To execute a platform agnostic strategy, your goals need to inform the platforms you use, not the other way around. You have to work with full-service agencies that understand which platforms suit the brand story you’re trying to tell and the audience you want to reach. An integrated agency understands the platform ecosystem that’s out there – which audiences lurk where, which content types naturally fit what platforms, and where your campaign goals fit into the picture.

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Which platform should I be on? It’s the question that haunts almost every brand and marketing manager, and like all heavy existential questions, there’s no easy answer. The wrong platform can drag great content into the hazy nothingness of content purgatory, never to be seen by mortal eyes. And even those prophets of great marketing, the prestige agencies that have stood proud for decades, seem to have trouble getting it right.

Tom Manners
Tom Manners

Just why is it that the great platform pilgrimage is tripping up so many brands? And how is it that they can get it right with their strategy and choice of agency?

In the beginning

Back when there were only a few media platforms, specialist agencies made sense. You generally had the guys that were good at broadcast media, the ones who nailed the PR side, and the OOH experts. Let’s call it the Holy Trinity of marketing.

But then something happened. The internet slowly inched its way into every aspect of our lives and we all got smartphones. And suddenly, there was a lot more media out there, and as many ways of consuming it, as there were Hindu gods.

Sure, you can still watch your favourite show (and accompanying ads) on TV. But maybe you prefer to watch it on a streaming service like Netflix or ShowMax. Or you just catch the best moments on YouTube. There’s no one standard way of engaging with media anymore.

What’s more, consuming a piece…

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