What kind of content do you think will grab the attention of today’s social media audience who are overloaded with content and highly distracted – a short attractive content or a long descriptive content?
Obviously, a short one. Right?
But there is a problem with that option.
Once you have their attention using a short-form content, suppose some of them want to learn more about the subject that you are talking about, they will want a long-form detailed content. And if you do not give it to them right away, they will leave you and go behind the next shiny object on their newsfeed or timeline.
So, without short-form content, you will not have their attention. Without long form content, you cannot add value to them and hence you will not have their connection. And to succeed on social media, you need both their attention and their connection.
This is where content packaging techniques can help.
After you create your initial original content, if you know how to package it in various types then you can get both the attention with your short-form content and the connection with your long-form content.
How to package your content for social media: 3 proven techniques with examples
Technique #1 – Explanatory packaging
Explanatory packaging in long-form is good for and preferred by audiences who want to learn more about a specific subject.
Examples of explanatory packaging of written content
- Detailed blog posts (more than 2000 words)
- Video transcripts
- Research papers
Examples of explanatory packaging of video content
- Streaming of live events
- Recorded messages from events
- Detailed online course videos or tutorials on specific topics
- Webinar videos
Examples of explanatory packaging of audio content
- Audio streaming of live events
- Archives of recorded audio messages from live events
- Webinar recordings
Technique #2 – Summarised packaging
Summarised packaging in short-form delivers the essence of the original content, providing a taste of the message in a shorter duration.
Examples of summarised packaging of written content
- Blog posts
- eBooks and white-papers
- Slide decks
- Social media posts (500 to 1000 words)
- Website copy
- Editorials in magazines
Examples of summarised packaging of video content
- Video blogs with summaries
- Explanatory videos or promotional videos on a specific topic with animations
- Video versions of your podcasts
- Tutorial videos
- Step-by-step how-to videos
- Online course videos
Examples of summarised packaging of audio content
- Short audio summary of a video content
- Short interviews and discussions
- Short testimonial audio clips
Technique #3 – Promotional packaging
This is a type of packaging done with the intention of promoting a particular message, event, product or a person. While the other types of packaging focus on adding value to the audience by giving as much information as possible, this type of packaging is deliberate in promoting something.
Examples of promotional packaging of written content
- Descriptive content in social media posts
- Advertising copy
- Website copy on landing pages
- Advertorials in magazines
Examples of promotional packaging of video content
- Short promotional videos of less than three minutes
- Clips from a long video, exclusively for promotional purpose
- Infographic-style videos with motion graphics and animation
- Short, slide-based videos with benefits
- Brochure-style videos with event details and benefits
Examples of promotional packaging of audio content
- Short sample clips from podcasts
- Radio ads
- Testimonials from clients or stories with use cases
Pro-tips for Content Packaging
- Package your content based on the audience preference. Give them what they want.
- Package your content considering the device in which your audience is likely to consume it
- Package your content based on the channel or medium that you will use to place & promote it
- Package your content keeping both the live online audience and on-demand audience in mind
What kind of packaging has worked well for you? If you have any specific challenges or questions concerning content packaging ask in the comments section below.
Author of The Connected Church. Social Media and Digital Marketing Consultant for Nonprofits, Faith-based Organisations, Churches and Ministries.