In the ever-expanding and changing world of digital marketing, one thing is sure: not all content is created equal. Each platform has its own rhythm, tone, trends, and user expectations, and understanding this is key to developing content that resonates and converts.
Know Your Content Types
Before blindly running headfirst into content development, it’s essential to know which content fits where. These include:
- Blog posts – Long-form written content that educates, informs, or inspires.
- Short-form videos – Quick, engaging clips typically under a minute.
- Image-based posts – Visuals that tell a story or highlight a product or brand.
- Infographics – Data-rich visuals perfect for simplifying complex topics.
- Live content – Real-time videos that create a sense of immediacy and connection.
Website Blogs: Build Authority & SEO
Blogs are best suited for your website. They’re the foundation of strong SEO, helping your site rank in search engines and providing valuable information for visitors. Long-form, evergreen content—like how-tos, guides, and expert insights—does exceptionally well here. Need to establish a trusted voice for your brand? Blogging regularly on your website is the answer.
Facebook: Community & Conversation
Facebook favours content that encourages interaction. Make it your space for sharing behind-the-scenes stories, long-form captions, live videos, and curated blog links. Polls, questions, and community-driven posts also perform well. Native video content gets priority, especially when it’s authentic and personal.
Instagram: Visual Storytelling
Instagram is all about aesthetics and personality. High-quality images, carousel posts, and short-form video (especially Reels) are key here. Captions matter too—use them to tell a story or invite engagement. Consistency in style and branding helps keep your feed visually cohesive and appealing. Don’t forget # and highlights.
LinkedIn: Professional Value
On LinkedIn, the focus is professional development and industry thought leadership. Share in-depth articles, insights, case studies, and team wins. Video content does well, especially when it adds value—think interviews, behind-the-scenes business decisions, or lessons learned. Keep it professional, but authentic.
TikTok: Entertainment & Creativity
TikTok thrives on trends, creativity, and quick storytelling. Short videos (15–60 seconds) with a fun, energetic tone perform best. You don’t need to be flashy—just relatable and quick to adapt. Tutorials, challenges, and humorous takes on industry insights can all help humanise your brand.
Final Thoughts
Creating content that fits each platform isn’t just innovative—it’s essential. Tailoring your message to each audience increases engagement, builds trust, and drives better results. Create with intention, and remember: it’s not just about where you post, but what you post—and why.