Between Google updates, AI content, difficulty measuring performance from a variety of issues, and social media algo changes, creating a content strategy that works is more difficult than ever. Building a content strategy across platforms will help insulate from algorithm changes and ensure your content resonates across audiences. Here are some tips.
Audience Mapping
Audience targeting is critical to modern content marketing strategy. Similar to the article about Micro-Moments and Intent Based Targeting, brands need to move beyond demographics and personas in content marketing by identifying user behavior across different platforms.
One critical piece should be diving into how audiences perform differently on TikTok, Facebook, Instagram, email campaigns, and other channels so you can create content that matters across the entire distribution ecosystem.
Multi-Channel Content Ideation and Creation
Modern content teams need to think about the speed with which content is consumed. Moving towards a path of dynamic content ideation can set you apart from your competitors. Use social listening tools, real-time trend monitoring, and other tools to keep a constant pulse on emerging trends in your industry.
As hot topics pop up, keep in mind that content should be adjusted based on your audience mapping and platform variances. For example, a hashtag on one channel might be trending with a different hashtag on another channel. Adjust your content in real-time to meet the needs of your audiences at the exact moment they want to consume it.
Content Stacking
Audience mapping and channel variances have been identified. Now use a content stacking strategy to amplify content throughout its lifecycle. Content stacking is amplifying your content across multiple channels by tailoring your message, format, and timing to your audience.
Here’s an example of content stacking based on a theoretical product launch using mapping and content needs –
- 7am: Release blog post on the website introducing the new product line. This foundational content will be a good place for other channels to link back to for additional information
- 9am: Send email to segment identified in audience mapping. Link to the blog and the product with details or special announcements not available in those areas
- 10am: X announcement hits users during their mid-morning work break when they’re consuming quick social media
- Noon: Facebook post with video at lunch time when users have time to consume longer form content. Video gives life to the product that the user didn’t see in previous channels
- 2pm: Afternoon break time – users can now see lifestyle shots and other images that weren’t available earlier in the day
- 6pm: Release a long form video at dinner time when users have more time to consume intricate details of the product, how it works, and why they need it
- 8-9pm: Drop fun, visually appealing content on Pinterest and TikTok right before bedtime. Users are more likely to consume these short form content channels at the end of their day
- 10-11pm: Back to Facebook to send a recap for the late nighters. Include “in case you missed it” content that piques the interest of users to revisit content released throughout the day
Obviously, adjust your timing, channels, and content to your user’s behavior from your segmentation and audience mapping data.
Performance Tracking for Multi-Channel Content
Tracking performance of a multi-channel content distribution strategy is different than using traditional KPI’s. Looking at CTR’s, impressions, video views, etc. are all great metrics but add in cross-channel impact metrics to see how effectively the strategy has at driving engagement throughout the day.
A great start is using GA4 real-time data to watch for any spikes upon releasing content on various platforms. Another great area to watch is time stamped email open rates – watch for a spike in opens within a short period of releasing your Instagram post. It’s important to have an attribution model in mind before you start the campaign and remember that cookie deprecation, and loss of visibility from GenAI and 0 click searches will need to be accounted for.
Future-Proof Multi-Channel Content Strategy
A multi-channel content distribution strategy is critical for modern content teams. Follow the above practices and layer in the ever-growing strategies from AI, machine learning, and emerging channels to stay agile and adaptable to beat the competition.