“Blogging is just writing- writing using a particularly efficient type of publishing technology.”
Every business today has a plethora of platforms where they publish the content to reach a larger audience and build better engagement with their viewers and maybe the potential customers! But think of a startup that leaves no stone unturned to spread their ideas and content in every corner of this world but they lag behind their competitors because their tools are less time-efficient and offer no smart content suggestions that could be more engaging for the audience?
This will surely degrade the position of a newly established company and may take more than expected years to scale well in their industry. THEN HOW, A COMPANY COULD SOLVE THIS ISSUE? Rannkly has been such a platform that provides better and advanced solutions to problems like this. So today, in this blog we will discuss the best solution for managing the content of different platforms and a better strategy to publish it without doing the repetitive tasks!
Rannkly is an AI software founded in 2021 where it introduced a feature for its clients to manage all their social media platforms at a single dashboard. Under these services, it gave the option to create the post on all social media in a single place and go for MULTI PLATFORM PUBLISHING!!
WHAT IS MULTI-PLATFORM PUBLISHING?
Before going to the specific definition of Multi-Platform Publishing, the reader must know where this term came from and is the wider zone of its functionality. Publishing the content on different platforms from a single location through a single click is a part of Multi-Channel Publishing. Now, what does this mean?
MULTI-CHANNEL PUBLISHING is an advanced process of putting single deliverables into multiple and unique outputs without any manual adjustments to the content. This system has been created to publish the content of any form at multiple channels with a single click. This system comprises a digital domain of Multi-Channel Marketing that comprehends the same as multi-channel publishing. It handles the marketing of content and delivers it via multiple channels to enhance the reach of content to the larger masses.
And one small domain that comes under Multi-Channel Marketing is what we will be discussing in detail here! MULTI-PLATFORM PUBLISHING is a process that is very similar to multi-channel publishing but it differs only when the delivery of the content is restricted to the social media platforms like Facebook, Instagram, LinkedIn, Twitter, etc.
This is one such big issue that most well-established businesses or newly formed businesses are facing today. They are standing on the podium of digital marketing but they don’t have better tools to manage their social media marketing platforms. Either they can create and publish the content or work on reaching out to the maximum population for brand awareness. Handling both the tasks together and with utmost efficiency is not possible manually. This is because each of these tasks includes a series of steps that need full vigilance to avoid errors.
Let’s go through the steps of publishing the content:
OPENING THE PLATFORM
The creator first has to open the platform to create the post and then publish it. And if he has logged out of the platform then it will take more extra minutes to log into the account (whether it be Facebook, Instagram, Twitter, or LinkedIn) and then go for the steps to create posts separately for each platform.
UPLOAD THE CREATIVE
The post either has to be created by selecting the right image and editing it or the creative has to be uploaded to that platform. This becomes a tedious task as these steps have to be repeated while going to each platform. One more crucial thing a creator faces in a single publishing platform is to set the image size and other parameters that are different on different platforms. The pixels or dimensions may have to be changed so that it fixes the background and platform’s ideal format easily.
WRITING THE DESCRIPTION
If the user is going to different platforms for creating the post then he has to write the same description again and again. He has to write the same caption, add the same hashtags and mention the same profiles if needed. This is an unnecessary time-consuming activity with very less output results.
PUBLISHING THE POST
After creating the post, it has to be published on those platforms separately and the user has to go through different sets of steps for different platforms but the same result!
These steps give us a brief idea of how the content has to be formed separately for different platforms because a content (or a post) is not bound to a single output format. It has its different dimensions and requirements for different social media platforms. Then how can a united platform manage the versatile requirements of all the platforms in a single place? Multi-platform publishing has been programmed in such a way that it can structure the different formats of various social media platforms in one place in a combined form. So, what’s your take on this feature?
Rannkly recognized this issue a few years back and built this feature in its single dashboard service-providing system. Thereafter, it became the core tool of Rannkly’s dashboard and was highly used by the customers. It enhances the total experience and allows both humans and machines to participate in the creation and delivery of the content. Human performs the role of providing necessary commands to the system and machine enhances the ability of the command to perform better in desired circumstances.
WHAT SHOULD BE THE GOALS OF CONTENT, IRRESPECTIVE OF PLATFORM?
Content is not just a written piece of matter but a great idea that must manifest so that others can read these ideas. It must have the fluidity to circulate in any context and not just be limited to a specific format.
It can be understood by the example of Water. As it can take the shape of any container and still be so uniform and unwavering. Similarly, the content has to be structured in such a way that it can be spread to multiple platforms without any hurdles. The predefined standard of the content should remain the same and just the secondary dimensions have to be changed according to the platform. But the content must achieve some goals irrespective of the platform it is posted on. Let’s understand those goals:-
The customer or the viewer must be able to find the news or any detail of the organization easily on social media platforms. So, the content should be present on all the platforms so that it could reach the potential audience.
It must consist of amazing visuals and sounds (if possible) so that it can grab the attention of the audience and make them aware of the brand with its content.
This point varies from platform to platform because the engagement factor is different for every platform. To build engagement on Instagram, the user must upload very creative photos, and to do the same on Facebook, the user must also add links in its description for more information on the product.
The content should be very simple and clear so that the viewer gets a complete idea of the product and goes for the purchase without a second thought. A conversion through this process is called an organic conversion.
When the customer once purchased the product, he must feel a connection with the organization. For this, the organization has to opt for email marketing, special discounts for loyal customers, and recognize the efforts of customers if they post something positive about the brand or its product.
WHAT ARE THREE KEY RULES FOR MULTI-PLATFORM PUBLISHING?
Before going for the Multi-platform Publishing, the user must focus on two wide regions of digital marketing:-
- CONTENT DISTRIBUTION STRATEGY- Whatever the content is, if it does not reach the right audience at the right time then it is of no value. It must be distributed to all the platforms according to the specific criteria of each platform and hit the target audience who are in search of the same product.
- CONTENT RESEARCH- If the content has been researched properly then it can be formed according to the platform’s needs. Users can create the content separately for each platform or a combined content can be formed that suits each platform.
Let’s discuss the three rules of multiple platform publishing which are very much affected by the distribution strategy and research of the content. Let’s understand them in detail:-
1. EACH PLATFORM HAS DIFFERENT GOALS
Every social media platform has been created for a specific purpose. So its goal is also, therefore, different. So the content should be strategized in such a way that it fulfills its goal as well as brings awareness and clarity about the product. The content should be platform-specific because the end-user has different needs like the user may come to the platform for either news, crowdsourcing solutions, researching interests, etc.
2.FOCUS ON THE TOTAL EXPERIENCE, NOT ON INDIVIDUAL CLICK
The content that has been created is built to grow the overall business and not just get more and more clicks on the content. So it should be built to bring engagement among the viewers and enhance their total experience related to the social media pages of the organization.
Channelizing the content on all platforms together becomes a crucial task here because it has to be created with homogeneity with all social media platforms. A single content has to spread on all the platforms so it should include all the engaging factors of all platforms.
3. EACH PLATFORM ALLOWS LEARNING
The variability in the content can be understood by going through the interests of the audience and viewers of your social media pages. So the manager of social media must spend time reading the activities of its customers and audience on various platforms. This analysis not only brings a better understanding of future social media ideas but also gives the knowledge of required content on different platforms.
Rannkly found this tool to be a massive success in its domain. It also induced an option of Scheduling the Posts by which the user can create and PUBLISH the post anytime anywhere! This is so because it gives the facility of calendar campaigns to the user. One can specify the date and time in the calendar for publishing the post. Then it will automatically get posted on the specified time and date.
These features are going to bring a revolution in the management of social media and will help the businesses to scale with a double acceleration rate!