Marketers’ considerations around content shouldn’t only focus on the creation of it. Marketers, more and more, need to seriously consider where that content lives, especially now because the choices are numerous.
This has been the case for some time with video, for example. We have Facebook Video, YouTube, Snapchat, Instagram and others. Marketers seem to get that and understand that they need to tailor their content to those platforms, but content that was traditionally meant for a brand website, such as blog posts and other long-form multimedia storytelling, may not be most effective on brand websites anymore.
When a brand talks about itself in long-form, that content typically finds itself living on a blog or business information page, but now brands have the option to let that content live natively on platforms with built-in audiences. And that option may be the best one.