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Want to know how to get started with multi-channel content marketing? It is common when you first start a business to focus on using one marketing channel, but relying on just one marketing channel long-term is risky. With that in mind, most businesses use a multi-channel content marketing approach. If you’d like to do the same, but aren’t sure how to get started you are in the right place. Keep on reading to find out how to get started with multi-channel content marketing.
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What is multi-channel content marketing?
Multi-channel content marketing is where your business actively creates and distributes content across multiple marketing channels or platforms in order to generate brand awareness and sales. The business will usually have one integrated marketing strategy that overarches all of the channels or platforms.
GETTING STARTED WITH MULTI-CHANNEL CONTENT MARKETING
Step 1: Set your content marketing goals
If you want to be successful in delivering a multi-channel content marketing strategy then first you’ve got to get crystal clear on what your content marketing goals are. You need to know what you are aiming to achieve before you choose what channels to use and what content to create.
Marketing is ultimately a means to an end. Your content marketing needs to be supporting your overall business goals. If you haven’t already set some goals for your business then now is the time to do so. Then set your content marketing goals. This is important for helping you to make future decisions, as well as be able to monitor how well your content marketing is or isn’t working.
Some examples of possible content marketing goals would be:
- Generate X enquiries or leads per month
- Increase website traffic by X%
- Grow mailing list by X%
In all of the examples before you should have a number where X currently is. Quantifying your goals is important for monitor purposes. Even if you don’t have achieve your goals by quantifying you’ll able to track your progress easier.
Step 2: Choose your marketing channels or platforms
In order to successfully have a multi-channel content marketing approach you’ll need to decide what content marketing channels or platforms to use.
Some options you have are:
- Email marketing
- Long-form content marketing: Blog, Podcast, YouTube
- Social media marketing: LinkedIn, Instagram, Facebook, TikTok, X, Threads
When choosing your marketing channels or platforms you’ll want to consider the following:
- What marketing channels or platforms does my ideal client or customer use?
- What marketing channels or platforms would showcase the business in the best way possible?
- What marketing channels or platforms will help at different stages of the buyer journey?
And if you are going to be doing the marketing also ask yourself the following:
- What marketing channels or platforms am I comfortable or confident using?
Now if you are a small business owner doing your own marketing I can’t emphasis enough the importance of this last question. Big businesses that hire professional marketers can focus purely on what makes sense from a business perspective. But there is no point as a small business owner who is doing their own marketing choosing a channel or platform that you aren’t at least comfortable in.
I’m not saying this to let you off the hook. I absolutely believe you should be pushing yourself and that your business will only grow as much as you grow. But in order to get up and running I’m all for choosing the path of least resistance. So if you can find a marketing platforms or channels that your ideal client uses, that will showcase the business well and that you are comfortable using – GO FOR IT!
By asking these questions and then reviewing the answers as a whole you’ll hopefully be able to see a few platforms or channels that are a good choice for multiple reasons.
Then you’ll want to consider the overall combination. I highly recommend businesses use the content marketing trifecta. This is where you use email marketing, one form of long-form content and one social media platform.
You can find out more about the content marketing trifecta and why it is so powerful by reading this blog post.
| WANT TO LEARN HOW TO USE THE CONTENT MARKETING TRIFECTA AND HAVE A THRIVING MULTI-CHANNEL MARKETING APPROACH? JOIN SALES BEYOND SOCIAL.
Sales Beyond Social is a marketing accelerator where in just 6 weeks you’ll learn how to master using the content marketing trifecta and have a multi-channel marketing approach that increase visibility, clients and total revenue. |
3. Define your content pillars
With multi-channel content marketing the aim is to have consistency across marketing platforms. A great way to do this is to set clear content pillars for your business. Content pillars (also referred to as content buckets) are topline content focuses. A pillar should be closely aligned with your services or products so that your content and your services or product work well together. Ideally, you want a content pillar to be broad enough that you are able to create multiple different angles for exploring that pillar.
4. Create a posting schedule
You’ve decided what marketing platforms and channels you’ll use, but how often are you aiming to post new content? Setting this in advance will help with consistency and ensure you are able to properly think about how you can create that volume of content.
When choosing your posting schedule it is better to start small and build up. For example, if you are fairly new to content marketing you might start with 1 piece of long-form content per month, 1 or 2 emails per month and then posting on your social media platform 3 times per week.
Here’s an example of my current posting schedule (as of June 2024). Per week I will create and post or send:
- 1 blog post
- 2 email newsletters (aka mass emails to my whole list)
- 7 posts on LinkedIn, Instagram and TikTok
5. Work out your content creation and repurposing process
Great multi-channel content marketing works together. Remember it is one strategy that is delivered across multiple channels or platforms. The best way to ensure that happens is to have a define content creation and repurposing process.
A common way to do this is you are using the content marketing trifecta is as follows.
Step 1: You choose a content pillar and then an angle.
Step 2: You create your piece of long-form content based on the chosen content pillar angle.
Step 3: You create email(s) around that same content pillar angle and that will direct your subscribers to that piece of long-form content
Step 4: You create social media posts around that same content pillar angle. This content could be directing people to the long-form content or it could be stand-alone content
By following these steps the content you create as long-form, email and social will all be around the same angle. There will be a consistency around the content and the ability to drive your email subscribers and social media followers to consume the long-form content.
| WANT TO LEARN HOW TO SUCCESSFULLY MARKET YOUR BUSINESS USING A MULTI-CHANNEL MARKETING APPROACH? JOIN SALES BEYOND SOCIAL.
Sales Beyond Social is a marketing accelerator where in just 6 weeks you’ll learn how to master having a multi-channel marketing approach (across email, long-form content, social and search) that increase visibility, clients and total revenue. |
6. Get creating and distributing
The planning is all done and now it it time to take action. You’ve got to follow through on your plans and start actively creating content and distributing it.
7. Monitor the performance
As with all types of marketing you need to monitor the performance. At the beginning you should have set some quantifiable goals and that means you can have metrics that you can monitor. For example: you can track the number of new email subscribers, the number of leads or enquiries per month and the volume of traffic to your website via each source. Get into the habit of doing this on a regular basis.
That’s it! You now know how to get started with multi-channel content marketing.
Multi-channel content marketing will mean increase your brand’s awareness, shorten the buyer journey and result in more sales – when done properly.
By following this process you should be well on your way to getting started with multi-channel content marketing.
And if you want to go a step further come and join SALES BEYOND SOCIAL
| BECOME A MULTI-CHANNEL MARKETING MASTER BY JOINING SALES BEYOND SOCIAL.
Sales Beyond Social is a marketing accelerator where in just 6 weeks you’ll learn how to master using a multi-channel marketing approach that will increase visibility, clients and total revenue. |
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