As web communicators, we operate in a multiplatform world, and our content strategies have to take that into account. Often, however, due to lack of resources, time or a sense of how we might use a particular channel, we don’t dive into all platforms at once. Josh Cole from Tippingpoint Labs says that we should account for this growth over time, but that we can also plan that trajectory from the outset.
Cole explains that even if we start micro, we can plan macro, and chart out the progressive steps in between that will help our content strategy get there. Can our Facebook page set the stage for a blog, and then an email newsletter, and so on? Commercial brands are using this approach — why not us?
Each successive content form builds upon the previous. But none of them go away. They become part of an ecosystem that feeds and promotes the other parts.
Source: How To Help Your Content Grow Up by Josh Cole, Tippingpoint Labs, Aug. 5, 2011