They will talk about content strategy and content optimization, yada yada… But what’s dourly weird is that many of them don’t even know the difference between the types of content.
Man, every piece of content is different. A tweet differs from a newsletter. A newsletter differs from a blog post. A blog post differs from an editorial article. The tone, the vocabulary, the structure, the approach… everything varies according to the type of content you are supposed to be creating.
Why? Your audience consumes content in disparate ways on distinct content sharing platforms.
While the email is supposed to be rather short and sweet – with a dash of humour, if possible, social media content will be highly personable and concise to the extreme, focusing more on the virality of it. A blog post should be short, informal and opinionated. An article should be well-researched and thoughtful, and in most cases, pretty much a lengthy read. And so on.
Please understand that the format of the message determines the suitability of usage on a particular platform, conforming to the consumption habits and preferences of the target audience.
I worked in a company once that didn’t understand the difference between an email and an article. They called it a marketing email and flouted all the rules of TOFU, MOFU and BOFU. Completely clueless – that’s all I can say. Don’t be like that, please.