{"id":13736,"date":"2020-12-30T14:39:43","date_gmt":"2020-12-30T14:39:43","guid":{"rendered":"https:\/\/grin.co\/?p=13736"},"modified":"2025-10-03T14:41:52","modified_gmt":"2025-10-03T21:41:52","slug":"cross-platform-content-marketing-on-social-media","status":"publish","type":"post","link":"https:\/\/grin.co\/blog\/cross-platform-content-marketing-on-social-media\/","title":{"rendered":"Cross-Platform Content Marketing on Social Media"},"content":{"rendered":"\n\n\n

Most marketers want to diversify social media activity to reach more audiences. Reaching audiences on multiple platforms, however, can prove time-consuming, especially if you\u2019re not sure how to do it efficiently.<\/span><\/p>\n\n\n\n

Cross-platform content marketing seems complicated at first glance. Thankfully, we can take a closer look at what cross-platform marketing is and how some brands are doing it well.<\/span><\/p>\n\n\n\n

What is cross-platform content marketing on social media?<\/span><\/h2>\n\n\n\n

Cross-platform content is repurposed content spread across multiple social media channels simultaneously.<\/span><\/p>\n\n\n\n

The idea of \u201ccross-platform\u201d existed prior to social media, when modern-day advertising meant being active on multiple radio and television stations. Since the rise of social media, small and big brands have more cost-effective cross-platform opportunities to reach audiences where they are, whether Facebook, Twitter, TikTok, and more.<\/span><\/p>\n\n\n\n

Brands \u201cStarting Out\u201d vs Established Brands<\/span><\/h3>\n\n\n\n

Startups have a daunting task when it comes to marketing. No one knows who they are, and most startups are working with small teams, limited budgets, and not enough time in the day to get everything done.<\/span><\/p>\n\n\n\n

For brands just starting out, cross-platform content marketing on social media is a future to look forward to. Your most important job on social media is to find one platform and manage it well to nurture your engaged followers.<\/span><\/p>\n\n\n\n

But once you\u2019ve launched and built a following on one channel, you need to expand your reach quickly.<\/span><\/p>\n\n\n\n

Kate Bradely Chernis is CEO of Lately, a social media company helping brands build compelling post content out of blogs, interviews, and more. In an interview with Katya Allison, Director of Content at GRIN, Kate noted:<\/span><\/p>\n\n\n\n

\n

\u201cIf you\u2019re already established, you have to be everywhere at once\u2026 You have to reach people at the medium they\u2019re in.\u201d <\/span><\/i><\/p>\n– <\/em>GRIN Gets Real Podcast interview<\/em><\/a> with Kate Bradley Chernis, CEO of Lately<\/em><\/cite><\/blockquote>\n\n\n\n

Thankfully, social media creates a digital presence that is \u201calways on.\u201d You can enhance that dynamic by expanding to multiple social channels and making those channels work for you and your audience.<\/i><\/b><\/p>\n\n\n\n

What is a cross-platform content marketing campaign?<\/span><\/h2>\n\n\n\n

Cross-platform content marketing views each relevant social channel as a critical piece to a <\/span>brand\u2019s social media marketing mix<\/i><\/b>. <\/span><\/p>\n\n\n\n

A cross-platform campaign can reach more audiences, publicize consistent messaging, and offer more opportunities for free, organic user-generated content. And because of the likelihood of brand followers existing on multiple platforms, a cross-platform strategy offers additional customer touch points.<\/span><\/p>\n\n\n\n

In a campaign, <\/span>a marketer chooses several key social media channels, plans posts, and either manually or through automation publishes those posts across all channels<\/i><\/b>. <\/span><\/p>\n\n\n\n

Why are cross-platform content campaigns important in 2021?<\/span><\/h2>\n\n\n\n

2020 forced buyers to do more from the comfort and safety of their homes. Parties and gatherings were unsafe. Keeping up with friends and family meant exploring all that social media had to offer.<\/span><\/p>\n\n\n\n

Brands that picked up on the shift in user activity had the advantage and pushed the envelope on existing social media features. As a result, social platforms added more features and looked for ways to integrate online shopping with social media connectivity. The end result was virtual relationships that extended past P2P (person-to-person) and toward brand-consumer relationships. <\/span><\/p>\n\n\n\n

In 2020, three trends emerged that are accelerating into 2021:<\/span><\/p>\n\n\n\n