4 Principles for Multi-Channel Content
We hear the word “content” a lot, so what is it exactly? Content includes the image assets, videos, copy and blog posts you produce and share on your channels. The Content Marketing Institute outlines the following goals for content:
- Build Brand Awareness
- Lead Conversion & Nurturing
- Customer Conversion
- Customer Service
- Retention/Loyalty
- Upsell
- Passionate Subscribe
It’s important to make sure that what you’re producing and promoting is cohesive, so we’ve outlined 4 guiding principles to help ensure that your multi-channel approach resonates with your customers.
“A goal without a timeline is just a dream.” ― Robert Herjavec
When thinking about your content, you should always have two goals. First, you should have an overarching content goal. Second, you should set supporting goals for each platform, always making sure that it points back to the larger focus. If you’re continually working toward one main goal, you will inherently have the same message and tone.
When your goals shift (as they should), make sure that you reassess your strategy. Setting these goals will help to connect your multi-channel approach in the long run.
“Quality content means content that is packed with clear utility and is brimming with inspiration and it has relentless empathy for the audience.” ― Ann Handley
The online world is cluttered – often filled with mediocre content. Content is important, but quality is what makes or breaks its effectiveness. Develop a posting schedule that you can stick to in order to maintain consistency but also allow yourself enough time to develop high-quality work that provides value to your readers and customers.
“Design is the silent ambassador of your brand.” ― Paul Rand
If you don’t have a style guide for your company, now is the time to create one. Your style guide will help serve as a reference point and important training tool as you onboard new employees. A style guide provides a neutral resource for your team and removes any grey area during the design and editing process. Your style guide should include creative and brand voice guidelines to aid in a seamless brand presence across all channels.
Tip: Consider creating image templates for each social media channel. If the Adobe tools aren’t in your wheelhouse, Canva is a great free tool that can help get you started with the correct dimensions for each platform and easy-to-use tools.
“One thing is certain: if you don’t keep an editorial/content calendar, the content doesn’t get done.” ― Joe Pulizzi
A content/editorial calendar will help you spread the word about the great work you’re creating and your service offerings across each platform. Taking the time to set up a schedule at the beginning of each week or month helps alleviate the stress of trying to figure out what to post mid week when you’re busy with other tasks.
We’ve created a helpful outline to help get your content calendar started.