While “omnichannel” and “multichannel” may seem like just another pair of content marketing buzzwords, the struggle to reach your audience through the right channels is real.
Potential customers can discover your brand via social media, search engines, email, digital advertising, media coverage, calling your customer hotline, visiting your webpage, downloading your app, going to a brick-and-mortar store…the list goes on.
Embracing a multichannel marketing strategy means tapping into a multitude of distribution channels with content tailored to different stages of the customer life-cycle.
However, marketers can’t realistically invest an equal amount of time and money into every channel. The risk comes with putting too many resources into one and missing out on a more viable audience through another.
As our panel of marketing experts will discuss during the February 2nd webinar Content Messaging Trends for 2016, content marketing in a multi-channel world takes work, time and attention to detail. Here are three steps to get you started.
Do Your Research.
Where do your customers live and thrive? Research where your potential customers go for information and which distribution methods will most likely result in revenue.
Put yourself in your customers’ shoes and go through your brand’s buying process. Explore the different ways customers find and interact with your content and how they buy your product. Do any of these processes deliver a negative experience? How can they be improved for a better experience next time?
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