Content Marketing Channels: Coordination & Prioritization Key
By Collette Easton ~
Marketing and specifically content marketing has never been so complicated.
This means that in order to succeed your marketing plan needs to define how it’s going to use your content marketing channels, and like all good marketing plans, these are aligned to how your consumers consume content.
The more mature your content marketing the more diverse and integrated the use of the marketing channels are, and the more data-driven and personalized the content is.
Which means you’ve got left and right brain marketers being coordinated and orchestrated to ensure you’re realizing the best possible ROI for your marketing investment.
List it all out and you’ll either see it as a holly $%!@ moment or a call to arms. So here goes. Here’s a list of the Content Marketing Channels we need to have in our plans.
Content Marketing Channels That Are Driving The Demand
You’ve probably noticed that your whole organization is demanding content. Here are examples of the teams that demand the most from your content resources.
- SEO need pages to rank through the consumer journey
- Paid search need relevant landing pages that convert
- Social media need content that’s contagious and can be amplified
- CRM teams that need content that’s personal and timely
- PR teams need content stories with hooks
- Sales need content that engages and persuades
- Customer service needs content that supports
That’s a lot of demand and opportunity. But they are not all created equally so prioritization is key. Demand and resource allocation must align to your strategy. It’s therefore very common for content generation to be focused in areas that don’t align.
According to Custora the channels driving e-commerce purchases are:
- Organic: 23%
- Direct: 21%
- CPC: 20%
- Email: 19%
- Affiliate: 8%
- Display: 1%
- Social: 2%
- Other: 5%
What’s interesting about this is it’s not uncommon for Content Marketing teams to be primarily driving the social channels activity.
Creative Forms and Formats
Content is a term we throw around a lot, knowing full well that it comes in many forms and formats. Here are examples of the most common:
- Words that show authority, gain trust, inform, resonate and influence
- Pictures that are optimized for the content objectives, medium and that stand out amongst the noise
- Video that tells the story
- Graphical assets like Infographics that inform
- Text ads that demand to be clicked
- Graphical ads that don’t get ignored
- Native ads that are …. native and get results
- Press releases that don’t get deleted
- Presentations that don’t make you glaze over
Content is likely to require blends of these all of which are created to fit the channels the content is being published and distributed through.
If you’re seeing the channel opportunity and ROI to be focused around search, email and being present on third-party websites, via affiliate commerce PR the written word is going to be central. Not any old words, great content and at scale. This provides it’s own set of demands.
Content Publishing & Distribution Platforms
Demand and the formats have got to be aligned to the platform that they’re going to be consumed by. These will include:
- Your CMS which 50% of the time is likely to be WordPress
- Your social channels like Facebook, Twitter, Instagram, LinkdedIn
- Email platforms like MailChimp, Get Response, Constant Contact
- Video channels like YouTube and Vimeo
- Paid search platforms like Adwords
- Ad platforms like Doubleclick
- Marketing automation platforms like Hubspot, Act-on, Pardot, Marketo
- Presentation platforms like Slideshare
Don’t Forget Measurement
When you’ve allocated resources according to the channels that have the greatest demand, chosen the optimal formats and distribution platforms, you can start to coordinate teams and think about creation, publication and measurement.
It goes without say that you’ll need measurement and reporting thought about upfront, which introduces more software and more data, and if you’ve really got this sorted, you’ll be using attribution software.
So How Are You Doing?
It’s pretty obvious that when thinking about your Content Marketing Channels that it’s easy to be spread thin and not do anything to the best of you ability and have the impact companies want and need. This therefore means that coordination and prioritization is key. Here are some leading questions that will help you benchmark where you are with channel usage and execution.
- Are you using the right channels?
- Are you prioritizing the right channels?
- Are you resourced adequately?
- Are you prioritizing your marketing resources?
- Are your teams working together effectively?
- Are you measuring and attributing channels effectively?
- Is your content performing against your own goals and the competition?
If you want help planning, our Content Marketing Matrix is very useful and will help you plan your content more effectively.