Content Marketing – Multichannel Storytelling

How multichannel storytelling helps drive traffic to your website.

Multichannel storytelling is the frontier of content marketing. Nowadays we all know that to increase a website’s visibility, content is king, but content creation is not the only relevant aspect. Today the way we deliver the content we have created has become as important as the content creation itself because consumers expect to see a different style or versions of the brand story on different platforms. It would be rather boring if we saw the same story on each platform we viewed. The consumer today views two to three platforms at a time, so if your brand story is the same on all of them it will cause negative sentiment.

Our digital world is constantly evolving, and users have diverse ways of consuming the tons of information they are constantly exposed to. Missing a touch point with your customers could be a fatal decision for your business success.

Just imagine if someone missed the mobile revolution, and the growth of using mobile devices to perform a myriad of online operations, from searches to purchases, from social sharing to personal email opening. Can we really expect that anyone can be visible in today’s digital world without a mobile-friendly content marketing? Today just considering mobile in the marketing mix isn’t enough, mobile must be the driver – the strategy must be mobile first.

But how can we really improve our online visibility in such a competitive digital world? Multichannel content marketing is the answer.

One little step back.

What is multichannel marketing?

Multichannel content marketing is using multiple ways to reach our target audience, through direct or indirect channels, online and live (through events or in-real-life experiences). In other words, we must be everywhere, because our customers are. We need to cover different channels, because customers have favourite channels, and they are not always the same ones. If the content is the key to online visibility, a multichannel content strategy is the way to go. The key to making this successful is to ensure that every channel is curated holistically and not broken down into teams that do not work hand-in-hand.

Why use multichannel marketing?

Because our customers can do anything they want, in whenever moment they want, from the palm of their hand. But it also goes beyond that. Not only are our customers everywhere, but they are also more powerful than ever, compared to just a few years ago. Today they can choose what to watch, when, and how; they can choose the device they prefer, the browser of their choice, the way they communicate; they can easily compare prices, fares, offers in a matter of seconds; they can leave reviews and kill a brand credibility in a few clicks; consumers can make content viral or dump it in total anonymity. People have the power.

This is a challenging scenario for marketers because they can no longer concentrate on one channel and maximise its profitability. They truly need a multichannel strategy.


How to create an effective multichannel content strategy

The most common mistake that many marketers make is to be everywhere without a clear purpose. Simply trying to cover every channel without freshly created content is not a well-defined multichannel content marketing strategy. You cannot just be present in every channel because your customers are. You need to plan a multichannel content strategy and the only way to generate profitable and successful multichannel campaigns is to ensure consistency across all channels through coordinated efforts, without mirroring the same content on each channel. Personalisation is key.

All digital channels are often consumed by our audience at the same time: Google searches, presence on social media and live events, require a deep knowledge of the specific channel, but a strongly consistent message across all channels can only be achieved through a holistic approach. Consistency does not mean repetition of the same content. People on Instagram want to find images, on Linkedin, they would prefer infographics and content, videos on Youtube and Vimeo, more relaxed messages on Facebook.

Consistency is the key to brand; awareness, recognition, and advocacy. Creating consistent personality across all channels lets your customers perceive your brand as a whole, in any way they interact with you, through mobile and desktop devices, through social media and live events, through google searches or direct mail, online and in store.

Working with advocates and influencers gets your key messages out to a new target audience but with a slightly more independent approach to it. We now live in a world of advertising avoidance and peer to peer influence so this strand of the channel of your marketing plan needs to a strong one with increased focus and spend.

Your content delivery must be timely to the channel it is going on and to the people it is targeted at, each channel and target audience will require different times – brands do not get to set these anymore, consumers do. They also change on a monthly basis so what worked on the last campaign will not work on the next one.

Your multi-channel storytelling plan should ladder into your overarching content strategy and should the driving force of your weekly comms to your clients.



November 15, 2017