Connecting the content on your marketing channels is an excellent way to symphonise your brand messaging and ensure your audience stays in tune with what’s happening.
If you haven’t already, start by identifying your key communication channels. It makes sense to keep these channels flowing with fresh content and brand news, rather than trying to cover all bases and post on all channels (even the ones your audience aren’t reading).
Once you’ve nailed your main marketing channels, create a content plan a month or so in advance which details how you’ll keep these updated and what you want to share, when. To make things easier to track, split your plan into owned content, earned content and paid content. This will give you an overview of what you can do yourself and where money needs to be spent to amplify your message. Depending on the message, your content can be shared through channels you own, earned through media coverage and boosted using paid marketing activity.
Understanding owned media
Owned media is content that you own and control on your business marketing channels. Think blogs, websites, social media channels and email marketing. The harder you work at producing unique content for your owned channels, the more media you’ll earn and the more customers you’ll naturally attract. You’ll also notice that this will gradually uplift your companies SEO rankings too.
Understanding earned media
Earned media is content that’s shared on third-party channels – ranging from recommendations to news articles. This all links back to creating content that’s worth sharing. Company updates, unique start-up stories, informative blog posts, a strong SEO strategy and engaging social media posts can all support your brand’s quest in achieving earned media, so it shouldn’t be underestimated.
Understanding paid media
Paid media is what it says on the tin – content that you pay to promote. It’s an effective way to expand the reach of your owned and earned media, reaching new audiences that might not see you without the help of an extra boost from advertising. Paid media might come in the form of boosting social media adverts, paying influencers to wear your product/use your service/promote your brand or advertising on Google to appear at the top of search engine rankings for specific keywords/terms.
Shaping the perception of your brand
Connecting your content across these channels will help shape the story of your brand and allow your audience to follow the progression of your business. It also means you’re in control of shaping the external perception of your brand. Decide what you want your audience to know, learn or see and explain this in different ways, tailoring your content to each channel. This also makes your content sweat more, reaching a wider audience and saving you time (we know all too well how difficult it can be to market your own business when you’re busy providing a service or selling products to your customers).
For content and PR support in Huddersfield, West Yorkshire and beyond – get in touch by emailing email@example.com or calling us on 07792734259 to discuss marketing your business in the right way.
Sophie Marsden, founder of LIT Communication