Industry Insights

From the Association TV Thought Leaders

Do I Really Need to Change Content In Different Channels?

Posted by John Heppenstall on Sep 24, 2018 9:32:13 AM
John Heppenstall

Only if you want success in growing membership and engaging existing members.  Your members expect content to be native to the channel.  If you're not doing that - you risk a lot of different scenarios... none of them good.

Long gone are the days when you could post the same piece of content in different channels and be doing your members and prospective members a good service.  Here are 3 reasons why you need to think differently about how you post content.

1. Your members won't appreciate the content. By posting the same content in different channels, your members will quickly come to the realization that you either don't know how to change the content to the appropriate channel or that you don't care.  Nobody wants to see a multi-paragraph blog posted on Instagram. 

2. Your posts may be feeding your competition.  By posting a full video on YouTube, you run the risk of having your member/prospect being introduced to your competitors information in the form of an advertisement at the end of your content. Same is true for Facebook. With AI driven algorithms this channel would like nothing more than to steer your audience to a revenue model either in the form of an advertisement or the new Facebook member application. 

3. Your members want content options.  Even though most people are visual learners, many still may want content in writing, or in the form of a podcast etc.  

The need Clutter

The above points illustrate the need to be omnichannel with your content. Also, it reinforces the need for your content to be protected by placing it on your website.  At Association TV® we suggest that you use other channels to promote content, rather than give it away.   To learn more about making your content omnichannel, click here to check out the last webinar we hosted in September.

Association TV® is a division of WorkerBee.TV

John Heppenstall is Director of Marketing for WorkerBee.TV



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