Implementing Cross-Channel Promotion for Your Content
Where does your audience spend time, and how can you best locate and serve them? This is where cross-channel promotion can really be of some help.
In a nutshell, cross-channel promotion is simply having an integrated plan for marketing to your audience regardless of what platform they happen to utilize most. Nowadays, content is found on blogs, websites, videos, audios, imagery and more, and it's your task to create a cohesive plan to reach your audience where it hangs out, and hopefully converts.
What channels does your audience frequent?
It's obviously important to have business intelligence that allows you to predict where your audience is and how it can be identified. Another vital element is the conversion factor. A few platforms convert very well, (Pinterest, for example) while others are better as a conduit leading to your content.
Still other channels have wildly different demographics. Integrating an Instagram lead with your LinkedIn crowd would not make a much sense, given the age and focus of each audience.
Map out your content strategy from there
There are a number of ways to implement this kind of promotion, and the choices will depend a great deal on what types of content you are comfortable creating and distributing. Some types that work well include:
- Search engine optimization
- Search engine marketing
- Email marketing
- Social media
- Speaking engagements
- White papers
- Special reports
- Press releases
Combining these pieces so they multiply your audience exposure to the content and extend its reach is your goal here.
Simply execute the plan
Okay, I did say simply, but this is the place where most will drop the ball. It's only simple and effective if you've done the groundwork talked about above. Miss that step, and this becomes too laborious and totally ineffective. You need that step by step plan, coordinated with your team to make this work like a charm.
Utilizing cross-channel promotion is a terrific way to significantly expand the reach of your content and influence. Use it as often as you can for best results!
If you need help generating leads, please call us. We have an excellent lead generation program where we pay for all your advertising expenses and take all the risk for you. You only pay when you get results. This is a massive undertaking and understandably we're limited in how many companies we can help at any one time. If you're interested and find the program paused or not available, just leave your details and we'll let you know when it re-opens.