The Need For Cross Channel Content Marketing
Using a single channel for content marketing hardly ever works.
Multichannel marketing simply means that you use multiple content mediums to reach your customers. There are many content channels a business can choose from today, from blog posts to tweets and everything in between. Multi or cross channel marketing lets your customers consume content from their preferred channel.
How Is Cross-Channel Content Marketing Done?
Cross-channel marketing, or multi-channel marketing, is engaging with your customer across different channels. From social networks, to emails, to the web, across smartphones tablets and laptops, a consumer today expects a company to provide a holistic, integrated experience.
So how can a company provide its users with this much-valued experience? Keeping in mind that there are millions of potential customers out there, how does a company cater to them all?
Mail order catalogues, direct mail, retail stores, email, PPC ads, mobile organic Search Engine marketing (SEM), email marketing, display advertising, social media, videos, speaking at events, engagements, websites, blogs, ebooks, and white papers—these are the various mediums you can use.
Customers are spread across these channels, and it is important to reach them all. It is important to build a cohesive content strategy that touches each potential customer.
Building a Successful Cross Channel Content Marketing Strategy
Step 1 – Know Which Channels Convert
It is important to study the pros and cons of various content channels.
Understand what works, and what doesn’t. To know your customer, you need to know which channel helps you make an impact with them, and how to convert leads.
Step 2- Study Your Customers
Using both real time and digital data, you’ll need to study your customers’ preferences. Understand their likes and dislikes, what devices they use, and when they use them. Create platforms that reach them at the right time, with content that is sure to appeal to them.
Step 3 – Develop a Consistent Message
Develop a strong marketing message that is consistent across all channels.
Your customers are likely to see your brand through one or more of the channels. Inconsistent branding will be misleading and confusing for them. Consistent branding will help your customer remember your message. Ensure that you opt for an effective logo.
A logo represents your company, and is often the most powerful marketing tool you can use. It establishes your identity in the marketing world.
Step 4 – Content and Digital Strategy
When you plan your content and digital strategies, ensure that both work together harmoniously across all channels.
Step 5- Track
It is important to track and monitor the movements of your customers and potential customers. Marketers need to look at each step of the customer’s journey, and find out how they go about their purchases. This comes down to the ability to track behaviour across devices and understand consumers.
Many marketers rely on simple guesswork for tracking. You need to know how consumers interact with your brand if you desire to reach the right individual, with the right content.
Understanding customer preferences, knowing which channels convert, developing a consistent message across all channels, syncing content and digital strategy and finally measuring success correctly—these go a long way in developing a good cross channel content marketing strategy.