What kind of content do you want to create?

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This is a crucial question as there is a variety of different content types – some that will complement your business goals and brand identity, and some that won’t. In addition, certain content formats will be more suited to particular social channels than others.

If you want to share industry updates, company news and whitepapers
These content formats are traditionally suitable for B2B audiences who can be predominantly found on professional platforms such as LinkedIn. If you have a company X account or an individual one lack data that you use for professional purposes, these are also ideal platforms to engage fellow professionals with industry-specific content. Check out some amazing examples of B2B content marketing if you’re looking for inspiration.

If you want to share video content
If your video content is short-form and targeted at a younger audience, you may want to consider Instagram, TikTok or Snapchat. If it’s longer and more universal in its appeal, Facebook and X can also generate high levels of engagement. Not to mention starting a YouTube channel, the world’s second-largest search engine which sees over 3 billion searches a month.

If you want to share image-based content
If you’re a B2C brand with an engaging product to sell, you might want to consider promoting your content on Pinterest. According to Shopify, 98 percent of users leverage the platform to try new things based on what they see. Instagram is ideal for building an aspirational visual brand story.

If you want to share editorial content
For businesses looking to establish themselves as a trusted industry thought leader, publishing an article on LinkedIn’s publishing platform can expose their brand to nearly 800 million members. Medium is another popular publishing platform that according to Neil Patel has 153 million users, 53 percent of which earn more than $100,00 per year.