Multichannel marketing is a must in today’s fragmented media landscape. As consumers shift their attention across platforms, media companies need to adapt traditional editorial content for the digital audience.
You aim to deliver the right content at the right time in the right place to the right audience. To reach the distracted consumer, you must be present across all consumer touchpoints, online and offline.
Join the Multichannel Content Journey
Multichannel media consumption is the norm. It is essential to develop an integrated media strategy for your editorial content. Spread your media message throughout all channels, from print publications to digital content hubs.
Digital’s share of media consumption is escalating. Pew Research Center’s 2013 State of the News Media study found that digital was the only platform that increased in share of news consumption in 2012, a 6 percent growth from 2010, when the last study was conducted. The share of all measured traditional media — television, radio, and newspapers — declined.
So, don’t be a bystander on the multichannel path to discovery. Actively publish and circulate your content to build engagement, maximize reach, and promote your thought leadership.
Think Like a Publisher, Not an Advertiser
Editorial content is the core of the web, and consumers are becoming immune to interruptive display ads and push messaging. The soft-sell approach to digital marketing through sponsored editorial content communicates your media message without explicit branding.
Develop a digital content strategy that aligns with your traditional editorial message. Pinpoint your value proposition. How can you inform, educate, or entertain your audience?
Start a Dialogue, Not a Monologue
Communicating through an approachable, credible medium leads to a lasting relationship. Don’t demand your audience’s attention. Command it with the integrity of your content.
According to a March 2013 Forrester Research study entitled ‘How To Build Your Brand With Branded Content,’ natural search engine results and information on company or brand websites are the fourth and fifth most trusted online sources of information respectively, behind personal recommendations, professionally written online reviews, and consumer written online reviews. In the survey, self-selected content outpaced any form of push communication.
Let your audience initiate the conversation. But be ready to respond.
Understand the Search Mindset
Search engines are the first place consumers seek information online. eMarketer predicts that two out of three people in the U.S. will be search engine users by 2015.
Searchers are alert, taking action to solve a problem or meet a need. Your search-optimized content can appear as the solution during that opt-in moment. This intent-driven medium puts control in the consumer’s hands, guaranteeing that your content reaches a welcoming, qualified audience.
Inspire Social Advocacy
Consumers trust information shared socially by friends and connections. Candid opinions are shared shamelessly on social networks. According to a Pew Research Center report, 67 percent of U.S. online adults used social networking sites in 2012. The penetration of social media verifies its significance.
The viral potential of digital content is priceless. Literally. Earned media proves the resonance of your message. Inspire your audience to share and advocate your message by offering valuable content.
Spotlight Your Thought Leadership
Digital content is the ideal medium to amplify your unique point of view. Publish strategic insights and information or relevant news to exhibit your expertise.
You’ve established your authority through your print presence. Now magnify your reach with a multichannel marketing strategy for your editorial content.