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Marketing Mosaic Blog

Marketing and communication tips and trends from the experts.

The Importance of a Multi-Channel Content Marketing Strategy

Posted by Tracy Shilobrit | Jun 8, 2017 12:26:00 PM

Your company’s website is the center of your digital marketing efforts. Potential customers need to be able to find your website, and once they do find you, they need to be be able to find the information they are looking for in an easy and enjoyable experience.

As marketers, attracting new visitors to your content is key. To do so, a multi-channel content marketing strategy has been proven to help brand maximize their awareness online. An effective content marketing strategy aims to stablish your brand as an authority. 

Content marketing is not a new trend. According to the 2016 HubSpot State of Inbound Report, the top content distribution channels marketers are looking to add to their marketing mix include: 

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Aside from knowing which channels your target audience is utilizing, marketers also need to provide the right information within those channels. Aligning your content offers to your buyer’s journey is the focal point for an effective content strategy.

Keep in mind, not everyone who visits your website - especially if you are a B2B company - is ready to buy. Some users may need more information than others, depending on their unique needs and goals. That's why tactics like corporate blogging, for example, can be highly effective. For example, Contentmarketinginstitute.com highlighted that B2B companies that blog generate 67% more leads than those who don’t . In this DemandGen Report – 2016 Content Preferences Survey, 51% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago. 

Content marketing also requires a committment to publishing on a regular basis. Curata cites that 91% of the best business bloggers publish weekly or more often, while only 70% of all other bloggers post at this frequency. 

It is important for marketers to quickly evaluate which channels are best for your brand. In addition, you need to ensure that the messages you are delivering throughout your mix of channels is resonating well with your target audience. Don't be afraid to abandon channels or tactics that are not producing the results for your brand. 

What can you do to maximize your marketing channels and attract the right new customers? Download 30 Tips That Will Make You a Content Marketing Star and discover even more tips to help extend your brand’s reach and establish your credibility.  

Download eBook!

Topics: Content Marketing

Written by Tracy Shilobrit

Tracy is the chief strategist at Meta4 and she enjoys helping clients to solve problems, overcome obstacles and realign their brands for greater profitability. She is an active champion for every client, always focused on ensuring we deliver exactly what you need to achieve your objectives.

Before opening the doors at Meta4, Tracy led global communications for ManpowerGroup, taught for two years at Marquette University, served as vice president of a marketing agency and led marketing and communications functions for a hospital and several global manufacturers.

She has a Master’s degree in Business Administration and a Bachelor of Arts degree in Journalism.

Tracy serves the community as Secretary of the Board of Directors for Lad Lake, an agency that specializes in treatment for troubled adolescents, and she is a member of the Waukesha County Business Alliance Policy Board and economic development committee.

In her free time, she enjoys gardening, music, reading and attempting to write a mystery novel.