Content is key in today’s online world. Whether you’re running a business, trying to build your personal brand, or just looking to share your thoughts and ideas with the world, content is a necessary part of the equation. It builds your authority as an expert in the field, generates trust, and drives traffic to your channels.
But multi-channel content marketing can be time-consuming, especially if you want to be active on multiple platforms. Here are some tips for creating a DIY content plan with a multi-channel approach that will help you get the most out of your content — without spending all day chained to your computer.
5 Steps for Creating a Multi-Channel Marketing Strategy
Establish Your Multi-Channel Content Strategy
Before you start creating content, you want to have a strong content strategy in place. This will ensure that your content is aligned with your overall goals and objectives.
Your strategy should include:
- Your content goals and objectives
- Your target audience and where you plan to reach them
- The channels you will use to distribute your content
- Your content calendar or schedule
Define Your Target Audience
Who are you creating content for?
Answer this question before you start creating, as it will determine the type of content you create and your platforms of choice.
If you’re unsure who your target audience is, consider conducting market research to better understand who you should be targeting.
Select Your Platforms
Now that you know who you’re creating content for and your content strategy, it’s time to choose the platforms you’ll share your content on.
There are tons of different content-sharing platforms out there, so take the time to select the ones that will work best for you and your business. Consider using several different platforms on social media like Facebook, YouTube, Twitter, LinkedIn, and Instagram, depending on where your audience spends their time.
And don’t forget about offline channels, depending on your field. The internet isn’t the only place to find your audience. Consider submitting pieces to print publications like magazines, too. And don’t discount direct mail — it’s still an effective form of advertising!
Create a Content Calendar
Once you’ve selected your platforms, it’s time to create a multi-channel marketing calendar. This will help you keep track of what content you’re creating when it’s being published and which platform it’s being shared on.
Many people think there’s a specific best time to post or they should follow someone’s outline. But the truth is your audience is unique. Use guidelines such as IG’s active times or your analytics as a reference — not a hard truth. Instead, test to see what works best for you and your followers before setting anything in stone.
Create and Publish Your Content
Now it’s time to start creating content! Remember to keep your targeted audience and content strategy in mind as you create, and be sure to stick to your content calendar.
The key to content creation is consistency. Once you’ve identified the type of content that you want to create, it’s important to stick to a regular publishing schedule. This will help you build an audience and establish yourself as a thought leader in your industry.
As you continue to post regularly, take a look at your website and social media analytics; you should begin to see increases in traffic that will come with consistency.
Digital Marketing Channels to Prioritize
Content creators use endless marketing channels to promote their work. However, not all platforms are created equal. All of these channels can be effective. But you want to prioritize the ones that are most likely to reach your target audience.
For example, if you’re creating educational content, YouTube or a blog may be a good idea. On the other hand, if you’re simply trying to increase brand awareness, social media posts may be a better option. By carefully selecting the right marketing channels for your content, you can ensure that your content reaches the right people at the right time.
Email is one of the most effective content marketing channels and a great way to reach a large number of people with your content. Newsletters allow you to keep in touch with your audience on a regular basis, building relationships that lead to conversions. Furthermore, email marketing is the form of marketing with the highest ROI.
Plus, email is an affordable way to reach a large audience: According to Campaign Monitor, there are more than 3.8 billion email users worldwide. When combined with other content channels (like your website or blog), email can help you create a comprehensive content marketing strategy that will help you achieve your business goals.
Social Media Platforms
Social media channels offer a massive audience for you to reach, and they provide highly effective methods for content distribution.
Social media platforms like Twitter and Facebook allow you to target your audience with laser precision, ensuring that your content is seen by the people who are most likely to be interested in it. Additionally, social media offers features that make it easy for users to share content with their networks, further increasing their reach.
If you’re serious about content marketing, then you should be prepared to invest in paid advertising. While organic reach is important, it’s becoming increasingly difficult to reach large audiences without paying for placement on platforms like Instagram, Facebook and Google.
And even if you do manage to promote your content organically, you’ll likely see much better results if you supplement your efforts with paid promotion. It will give you the ability to scale up your content marketing efforts quickly and easily.
SEO stands for “search engine optimization.” Basically, it’s the process of making sure your content appears as high as possible on search engine results pages (SERPs) — aka, ranking in Google.
Why is SEO important? Because the higher your content ranks, the more likely people are to see and click on it. And since most people don’t go beyond the first page of results, it’s essential to make sure your content is optimized for SEO.
Having a good SEO strategy can make all the difference in the success of your multi-channel marketing approach.
Educational Video Content
Educational videos are an extremely effective content marketing tool. They allow you to show off your expertise and build trust with your audience.
When done right, video can also be highly engaging, making people want to watch more and learn more about what you have to say. Videos can also be repurposed across multiple channels. Post it on your website, share it on social media, or even use it as part of a paid advertisement. This means that you’ll get more bang for your buck, reach a wider audience, and ultimately generate more leads and sales.
Scale your business with a multi-channel marketing plan
A strategic approach to digital marketing can propel your business from surviving to thriving — and it doesn’t have to break the bank. With some planning and execution, you can create content that will reach a wide audience and help you achieve your business goals.
Or if you’re looking for outsourced support to expand your client base and reach dream clients, get in touch! At Beyond Business Solutions, we help women-led organizations amplify their reach and establish leadership in their space through branding, positioning, and marketing services.