Content platforms: what, how, and when to use them (3 of 3)
From blogs to emails, social media, podcasts, and more, there are a ton of content-sharing platforms out there.But which should you use, how often, and what should you publish on each?Here’s a quick cheat sheet.
Blog
- Types of content: Text and images
- What to publish: Utility content
- How long posts should be: 500 to 2,000 words
- How often you should publish: Weekly or more
Newsletter
- Types of content: Text, links, and images
- What to publish: Information that’s useful, entertaining, informative, educational, or helpful to your specific ideal member
- How long posts should be: 200 to 500 words (short doesn’t mean bad)
- How often you should publish: Bi-monthly or more
Podcast
- Types of content: Audio content
- What to publish: Thought leadership, helpful information, special guests who can provide expertise on strategic topics that are relevant to your ideal member
- How long posts should be: 30 to 90 minutes in length
- How often you should publish: Weekly or more
Webinar
- Types of content: Live-streamed video
- What to publish: Thought leadership, helpful information, special guests who can provide expertise on strategic topics that are relevant to your ideal member
- How long posts should be: 20 to 60 minutes
- How often you should publish: Quarterly or more
- Types of content: Text, images, and video
- What to publish: Repurposed blog articles; thought leadership/expertise; videos and photos of your space; helpful curated links and articles for your ideal members; news about your space; staff and member spotlights
- How long posts should be: Varies by content (63,206 character max for posts; 240-minute max for videos)
- How often you should publish: Daily
- Types of content: Text, images, and video
- What to publish: Repurposed/consolidated blog articles, podcasts, and webinars; thought leadership/expertise; videos and photos of your space; helpful curated links and articles for your ideal members; news about your space; staff and member spotlights
- How long posts should be: 280-character max for Tweets
- How often you should publish: Daily
- Types of content: Image or video
- What to publish: Repurposed/consolidated blog articles, podcasts, and webinars; thought leadership/expertise Reels or videos; behind-the-scenes looks at your space; videos and photos of your space; news about your space; staff and member spotlights
- How long posts should be: Varies by content (2,200 characters max for posts; 60-second max for videos; 60-second max for reels)
- How often you should publish: Daily
- Types of content: Image or video
- What to publish: Repurposed/consolidated blog articles, podcasts, and webinars; thought leadership/expertise; videos and photos of your space; helpful curated links and articles for your ideal members; news about your space; staff and member spotlights
- How long posts should be: Varies by content (1,300 characters max for posts; 10-minutes max for videos, with the optimum being much shorter)
- How often you should publish: Daily
When it comes to these platforms, remember: start with the high-control platforms then disseminate through the low-control ones.And this is just a high-level guideline. You can publish as much or as little as you'd like. Just know that showing up often is a key for success.
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