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5 Tips for Successful Multi-Channel Content Marketing

5 Tips for Successful Multi-Channel Content Marketing

Savvy marketers know that you need to be where your audience is -- and in this cyber-connected world, where consumers have access to everything from direct mail and print catalogues to internet blogs and YouTube videos, your audience can be anywhere and everywhere.

These five tips can help you identify the best ways to manage -- and leverage -- multi-channel marketing so you can reach a larger portion of your target demographic.

1. Choose Quality Content

Before the advent of Google Panda, companies vying for attention would post just about any type of content, as long as it was stuffed with keywords relating to their brand. In fact, if you browse the web today, you'll still find the occasional page filled with gobbledygook. With the emergence of Google Panda, however, content quality began to dictate search engine placement.

Today, content quality is recognized as the key to successful content marketing. Content that's engaging, informative and relative to your brand will not only get noticed; it will also get shared on multi-channel sites -- and shared content amounts to free advertising.

2. Distribution: Suit the Content to the Channel

Distribution -- or the dissemination of content to different channels -- isn't a one-size-fits-all proposition; rather, the content needs to be created to best suit the channel. You can't be everywhere -- but you don't want to be, either. As they say, if you're marketing to everyone, then ultimately, you're marketing to no one.

Some venues -- including social media channels such as Facebook and YouTube -- seem to suit just about any product or service. However, if you want to reach millennials, you'll want to also seek out popular blogs and websites (or create your own--see "Create a Digital Content Hub" below). Likewise, industrial or commercial products/services are best served by posting on sites related to your industry.

3. Keep Your Brand Voice and Identity Consistent

Whether it's curated from outside sources or created by content writers, your content needs to be consistent, in style and message, with your brand's image and mission statement. You can control your content by staying in constant communication with your content creators and designers. If your marketing voice is too inconsistent, you'll lose your brand identity and confuse your audience.

4. Create a Digital Content Hub

Mobile commerce revenues worldwide are projected to reach more than $890 billion (in Australian dollars) by 2018. Likewise, according to September 2017 statistics, 1.37 billion people worldwide use Facebook every day.

With numbers like these, it's crucial to maintain a strong presence in a viable digital content hub, whether it's an internet blog/site, a social media page or an email newsletter.

Theoretically, a digital content hub can consist of an internet blog, a video, a social media page, an email or any other channel where consumers can absorb information. A prime example of a destination content hub is American Express-owned Open Forum, an information site geared toward small business owners.

How does a content hub help multi-channel marketing? First, it allows you to publish any type of content you want -- from videos to infographics. If the content attracts attention, it will be shared across a wide spectrum of channels -- from YouTube to social media sites.

5. Get the Help You Need

One way to control, manage and market your content is to have a content marketing platform from a proprietary firm. For example, if you invest in an enterprise content marketing platform like Cognitives, you can get the help you need in distributing your brand across the best channels to reach your target audience.

Remember, the best content not only attracts attention; it also inspires engagement. With multi-channel marketing, potential customers will take notice and interact with your brand across a variety of venues.

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