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Digital Marketing - Study Notes:

Matching your platform to your audience

Before publishing content, it's important to assess your content platforms. Tailoring your content and platform to your audience will make sure that you prevent wastage and make for a more efficient content strategy.

What are the key considerations?

  • Content need: Will your content add value or solve a problem for your audience at that particular moment in time?
  • Audience ecosystem: Is your content right for that particular platform, and are your audience using that platform at that moment in time? Make sure to go where your audience is as opposed to trying to forge a path ahead and go where your audience isn't.
  • Proposition and format: Is the content that you're proposing right for the platform format? When we talk about this, again, we made the analogy earlier on around a financial report for a large pharma company may not be best seated out on a B to C platform like Facebook.

Make sure that both work together

Be conscious of the platform and the usage of the platform from the mass public or from the target that you're targeting and how they use it on a day-to-day basis, the types of content they interact with, and what's right for the tone of the platform.

This table shows the different forms of content and what works best on each individual channel. As you can see, Facebook and Twitter support a wide range of content types.

Just make sure that you're using the right content in the right channels at the right time to maximize the platform to its best usage. It's also really important to note that other platforms, like LinkedIn and Snapchat, do have their own benefits and have more niche audiences. It's not a case of looking at the largest amount of content formats per audience, but more what the platforms are that your audience is using.

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Seán Earley

Creative Director at Teneo PSG Digital

  • Creative Director at Teneo PSG Digital with five years’ experience in Digital Marketing, Social, and PR Agencies
  • Founding member of Teneo PSG Digital
  • Former Director on the Board of the Irish Internet Association
  • Passionate about creating content that captures audience imaginations and delivers business objectives

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    Content Marketing
    Seán Earley
    Skills Expert

    This module begins by introducing the fundamental principles of content marketing to enable you to align content effectively with the Buyer’s Journey. It explores the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way. It also covers content creation, content curation, and how to extend the value of content using scheduling tools and promotion methods. The module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.