Multi-Channel Content Marketing: Is That The Right Approach For You?

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FEBRUARY 2017

What is content?

The word “content” has been thrown around by the media, marketing and entertainment business for decades now, but most recently, it has attached itself to a marketing category, known as “content marketing,” which is used to leverage the growing digital and social media platforms that businesses now own.

What do we know about content marketing?

  1. Make it excellent or not at all: It is worth your time and money to invest in skilled storytellers and gifted producers. Your consumers won’t be fooled into wasting their time watching a poorly produced video that you disguised as entertainment. And you can be sure that an inadequately produced video won’t convince your consumer to buy what you are selling.
  2. Use influential distribution channels to supplement your distribution strategy: When you finally have gotten the content quality just perfect, peer-to-peer distribution may be your best ally, as it is one of the most powerful weapons to get your content distributed to your consumer. Be sure to get your influencer program locked in early, too.
  3. When it comes to video content, a one-size-fits-all approach won’t do the trick: Video content marketing isn’t the same as television advertising, because it focuses more on the engagement of the consumer through a narrative than on a generalized sales conversion. Because of this, it is important that you don’t include content regarding price points into your video, and if you do, you’ve already lost.
  4. Thought leadership, easier than entertainment: Entertaining an audience is an art, not a science, of which few perfect. For this reason, network professions still lead the way in this area. Don’t try to make people laugh if you don’t have a track record in entertainment, but instead, set your sights on providing information, how-to content or customer insights. And be sure to seek the support of experts in the business in order to deliver authentic and engaging insights from customers.
  5. Views aren’t everything, as they can be a false metric: In order to achieve an outcome for your brand by using content marketing, focus more on the influence instead of the volume. Smarter content will engage a smaller but smarter audience.
  6. Video for the win: Written or other graphic-based mediums far under-perform video views online because video is the most popular choice for the social active consumer. It is crucial for your brand to implement a video strategy into your content marketing and social plan.

What is multi-channel marketing?

Multi-channel marketing refers to many organizations communicating and marketing to current and prospective customers across many channels, including online and offline channels. Instead of using a single marketing tactic, such as email or television, or simply running a single start-and-stop campaign, today’s marketers are basing their strategy off of how the consumers operate, which is in lots of places at once.

In thinking about your own habits, before you make the decision to purchase, you probably come in contact with the brand while watching a television commercial, as well as researching their website, social media, blog posts or email deals on your cell phone or tablet. The ones who identify all of these channels in order to target their customers, moving from one channel to the next, are the multi-channel marketers.

Has multi-channel marketing gone full circle?

The answer is “yes” because today’s consumer is less likely to see a commercial, pick up the phone and place an order right then and there. As for marketers, this means you must have an increased number of touch points for your consumer because making a purchase is exponentially more complex.

“Click to call” buttons on your social media and websites are a great example of multi-channel marketing because enable consumers on their cell phones to take immediate action, right when they are in a prime position to make a phone call. This can be a more organic experience for the consumer.

What makes a successful multi-channel marketing campaign?

In order for your multi-channel marketing strategy to be effective, you must establish your presence across multiple platforms online (meaning search engines, blogs, social media networks, email, etc.) and offline (meaning print, television, radio, etc.). However, because success doesn’t come solely from being preset on these channels, marketers must address their multi-channel marketing in a few different areas in order to be successful, which are outlined below.

  1. Clearly define your ideal customer by gathering specific information about them, which helps marketers decide which channels would be most beneficial to focus all of their effort.
  2. As a marketer, be sure you are being useful and helpful, sharing relevant, consumer-first content as opposed to pushing me-first messages. This inbound approach must be implemented into every marketing tactic that is deployed.
  3. Every marketing channel you use must work cohesively together. You can’t simply set up and use a Twitter, Facebook, website, blog, email, etc. if they don’t work harmoniously together in order to attract your business. Your customer moves quickly across platforms, so your analytics and strategy needs to reflect this.
  4. Because your consumers use multiple devices (desktops, tables and smartphones) and platforms (social media, email, blogs), it is crucial that marketers implement their multi-channel marketing on a responsive website in order for consumers to receive their content. This will allow consumers to have an easy and uniform access to everything the brand has to offer them.
  5. Because there are multiple marketing channels in play, it is important for marketers to carefully measure the results of their multi-channel marketing approach. By using closed-loop analytics, you will be able to be informed as to which of your channels were most effective, which of your channels influenced other channels and which of your channels can be eliminated from your strategy moving forward.

Are you just getting started with a multi-channel marketing approach or do you already have one in the works? Contact our team of professionals today at Iris Content to help you with your copywriting needs for your multi-channel marketing strategy.

Annie Ianko

Chief Content Officer

Annie has 19  years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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