It seems as if there’s always a new social media tool or update that everyone claims is the next big thing in content marketing. There are seemingly endless social media platforms out there—some more popular than others—and it’s sometimes difficult to figure out which ones are right for your business or organization.

The question becomes: do you focus like a laser on just a few social media platforms, or spread your content across as many as possible?

To start, it’s important to take a step back and remember that you don’t need to reach everyone on the Internet—just your current and potential customers or stakeholders. While you certainly want to engage a wide range of people, strategically planning your outreach efforts to capture your target market will produce more effective results than spreading yourself too thin.

Secondly, consider the types of content you’ll be creating and the types of people who will be paying attention to it. The following are examples of different kinds of content:

Visual content
If you have physical products or highly engaging services that provide for ample visual content, a platform like Pinterest may work well for your brand. But as is true with all types of content, visual content needs to be new and useful. Posting the same photos or concepts all the time will turn off your target audience.

Product-driven content
If you’re in an industry that’s consistently rolling out new products or updates, platforms like Twitter and Facebook serve as conversational forum spaces to not only announce the new product, but also discuss it with followers. They’ll be engaged with your brand because of the conversation.

You should also consider the different audiences. Facebook’s users tend to be a bit older and will be looking for a little more detailed information, while Twitter serves a younger demographic that is consuming a ton of general information in bite-size portions.

Informative content
Consumers frequently turn to brands for reliable information. What’s more, social media is becoming a mechanism for search, and so you can attract followers if you offer good content. There are a number of platforms that work well for this, including both Facebook and Pinterest. If you’re looking to provide more extensive information, SlideShare allows you to create and share a full presentation on your subject.

There are many additional social media platforms out there worth considering, including Google+ and LinkedIn, and you may need to experiment with different platforms and content. Remember to conduct your research and form a strategy before making any decisions. Knowing your brand, audience and platform options will help you create content accordingly.

Allison Lewis is an associate editor with ProPRcopy