Cross-Platform Content Marketing Initiatives for 2014

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Linkedin, Facebook, Twitter, Google +, Pinterest, Instagram, Tumblr, Desktop, smartphones, tablets smartwear, the list goes on and on and it can be quite daunting just to keep a track of what is the latest hot topic or trend never mind ensuring your company is represented and available on each. In today’s blog we are going to look at possible cross-platform content marketing initiatives for the year ahead and way’s that you can keep track of all these developments and techniques that make the whole process that bit easier to control and maintain.

Hope you enjoy it, here we go….

The advent of the internet and social media in particular has opened up many doors to potentially gargantuan audiences worldwide, you only have to look at some of the figures involved in certain platforms, for example estimates state that LinkedIn has 259 million users, Facebook has 1.19 billion monthly users and Twitter has 500 million users of which 215 million are active users. Granted, some of these figures may be a slightly embellished version of actual figures, the fact remains, these figures are so vast, so immense, that even if your company was to reach a miniscule percentage of these potential eyeballs then your company is giving itself a much better chance of prosperity and survival.

But it doesn’t end there…

Getting yourself on these platforms is only the start of your content marketing plan, in fact before you spend any sort of time promoting or sharing your content you are going to need actual content itself, and lots of it. You will need your own original, relevant, high quality content to inform and educate consumers about your service and business; you may also need other content which supports your data and supplements your objectives. Good content is a must, the higher the quality the better, this will be your doorway to the consumer, it is how they will find you and ultimately how you will be judged, most of the time without you even knowing, it is therefore imperative that your content is of the highest standard possible.

Your content is your voice, it is your face, it is you, treat it accordingly, treat your content as if it will be speaking to the consumer for you, because it will.

Once you have your content prepared and are ready to let it speak to the world you have to take into consideration how the world is going to receive it, by receive it I don’t mean whether they will agree with your content or take it on board, no what I mean is what device will they be using when they digest it? Will it be a PC? Will it be a smartphone or tablet or will it be some other device?


Firstly I’d like to give a brief description of what cross-platform content actually is. Cross platform can refer to a singular item, whether it is a video, website or a game etc. that can be accessed in identical fashion, retaining all of its intended features no matter what device you happen to be viewing it on.

This is critical in today’s connected world, tablets and smartphones in particular have literally exploded into our lives, they are everywhere, take a look around you, I guarantee you will see someone staring intently at their phone, happily tapping and scrolling away. Make no mistake the world is online and the numbers who are connected are rising every day. You have to be accessible to this audience; their numbers are now such that they now outweigh traditional sources of connectivity such as the PC.

Think of it this way, if your content can’t be seen across any device and the content of your competitors can, what do you think is going to happen? Do you think the consumer will wait until they can get to a PC to view your content? No, of course they won’t, they will surf directly to a location that they can view the content, whether that is a competitor or not, it is imperative that your content is available cross platform. The use of search engines via mobile devices has risen by over 500% since 2011, 13% of all internet traffic is now received by a mobile phone, all fascinating statistics which further enhance the absolute necessity for your content to be cross platform friendly.

This video by Ultimobibiz captures the subject at hand rather well.

There is also evidence to suggest that we are becoming a planet of connected people who utilize multiple screens daily. Ok, quick experiment, hands up who while watching TV checks their phone for further content and updates? I think you get my point!According to a recent report by Readz Blog 81% of us now use our smartphone with TV; and for 66% it’s a smartphone with a PC or laptop; and 66% combine a laptop and a TV.

So how does this work?

There are two ways you can ensure your content is cross platform ready, the first way is to create numerous versions for all the various devices. This is implemented by using slightly different coding for each version for each intended device, so whether the user is on a smartphone or a tablet the end result will look the same to the viewer.

The second, which we here at 3D Issue have embraced and developed through our Hubs platform; is called responsive design. This approach, which is a one for all design approach, ensures that no matter what device the consumer is using, the content will format accordingly and adjust perfectly to suit the resolution and dimensions of any device. This approach is rapidly ascending from a ‘should have’ to a ‘must have’ in marketing initiatives, this is in direct relation to the numbers now involved in the mobile internet market, quite simply your content has to be available in whatever format it can be viewed on, moving forward, responsive design is now a must.

Both techniques work equally well, the one major mitigating factor between the two being that by the use of responsive design you would only have to create your content once and rest easy that it will be accessible to whomever chooses to view it. If on the other hand, you choose to create different versions for the numerous different devices, it will not only be more costly as you have to create separate versions but it will be more time consuming as you will have to update each and every source individually, time that you may have precious little of and time that could be spent better elsewhere, like creating even more premium content to attract more viewers and consumers!

Do you want your content to be cross platform but you are not sure where to start?

Try Hubs for free and transform your content so it is available across all devices maximizing you, and your contents reach.



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