Creating a Multi-Channel Content Marketing Strategy

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Creating a Multi-Channel Content Marketing Strategy
29October

Creating a Multi-Channel Content Marketing Strategy

About the Author


Kevin Gibbons is managing director of BlueGlass UK - he has been involved in digital marketing since 2003 and frequently speaks/writes at industry leading events and publications.
 

Comments

    Kevin Gibbons - October 30, 2013

    Love this so much.

    Great for bringing teams together with a simple overview of the content that is expected.

    Awesome. Awesome. Awesome.

    *stealing*

      Kevin Gibbons - October 30, 2013

      Thanks Charlie - I really don't think it needs to be over-complicated at all, it's just simply getting everyone on the same page and sharing that vision together.

        Kevin Gibbons - November 26, 2013

        Kevin, can't say I have heard the term vision ever being associated with content marketing before, but it makes so much sense!

    Kevin Gibbons - October 30, 2013

    What a great post, something that customers don’t always understand and is exactly the reason why strategy is so important. I am intrigued with how you demonstrate this point thou “a video that has 100 views and resonates with your top customers in order to help retain them as loyal customers into the future, is far more powerful.” I understand totally that quality over quantity is the way to go, but how do you prove the video has retained your clients? Thanks so much!

      Kevin Gibbons - October 30, 2013

      Thanks Ruth - it's more of an analytics/attribution modelling issue in a lot of ways...

      But if you can narrow it down to that exclusive target audience and measure the impact closely in terms of average LTV you should be able to start tracking the value behind it.

      Hope that helps!

    Kevin Gibbons - October 30, 2013

    Very detailed analysis of content marketing, completely agree with it.

    Any marketing needs objectives – traffic and views with no clear benefits is useless. One needs to plan well so that after execution, targeted benefits are achieved.

    Speaking specifically, in terms of content marketing – planning, creating, promoting – success! It works every time, but every client has specific objectives, that needs to be kept in mind.

    It is not that expensive too, all you need is a quality infographics, good promotions and getting a link from huff post or forbes… and you get instant success. Rinse and repeat.

      Kevin Gibbons - October 30, 2013

      Thanks for the comment Uttoran.

      "every client has specific objectives, that needs to be kept in mind." - this is key! And it's important as an agency to support and challenge that, so that you can put together the best strategy to get results.

        Kevin Gibbons - December 9, 2013

        “Every client has specific objectives, that needs to be kept in mind.”

        Very true, Kevin. I've heard grouses from clients who've had bad experiences with previous agencies they've hired. Agencies NEED to open their ears and minds, and find out their clients' needs. They get too overzealous sometimes and forget that clients have needs too.

    Kevin Gibbons - November 6, 2013

    Hey Kevin- We loved your article and wanted to let you know it was featured in our Monthly Resource Roundup http://www.northcutt.com/blog/2013/11/november-resource-round-up-the-best-of-seo-social-media-and-content-marketing/.

    Kevin Gibbons - November 25, 2013

    Excellent post Kevin, thanks! This is one I'll bookmark. The content strategy model you describe sounds a lot like web presence optimization (WPO), which also ties content strategy to owned, earned and paid media channels. It also incorporates multi-channel marketing metrics, competitive analysis and a feedback loop for continual improvement of content marketing and promotion tactics. Anyone interested can check out What is Web Presence Optimization" here: http://wpoinc.com/what-is-web-presence-optimization/