How Does Multi-Channel Distribution Work?

By Patrice Meadows — Thursday, December 14th, 2017 at 12:00am
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Most people use several devices to communicate, entertain themselves, and gather information. Chances are, many of your prospects, customers, and partners use multiple devices to research your products and services throughout their decision-making journey. To reach them, it’s important to have a comprehensive, multi-channel distribution strategy for your content.

What is multi-channel distribution?

According to comScore’s 2017 report on mobile device usage, the majority of global consumers routinely use a mixture of computers, tablets, and mobile phones to research products and services.

Multi-channel distribution is communicating with and marketing to prospects and customers across many channels on and offline.

Delivering content across various channels (and devices) will increase the chances of your content being consumed. Similarly, if your work provides value and is distributed at times and formats that appeal to key audiences, you’re even more likely to see gains from your efforts.

How does multi-channel content distribution work?

Creating an effective multi-channel content distribution strategy doesn’t have to be a major undertaking. If you’re involved in content creation, you’re probably already thinking about how to best distribute your content throughout your client and prospect community. Here are 3 easy ways to get started with multi-channel content distribution.

1. Decide with data: Take a look at your analytics platform to determine how your audience accesses your content.

        Here are a few questions to ask yourself as you complete your analysis:

  • Are there notable differences between how various segments interact with your information?
  • When are they most responsive?
  • Which type of content garners the most engagement. 
The answers to these questions will lay the foundation for your multi-channel distribution strategy.
2.  Repurpose, reformat and recycle your content: Once you determine where to put your content, it’s time to explore which formats are most appropriate for each channel. This doesn’t mean your content team has to create all-new pieces for each channel, it does mean that you must repurpose what is created to ensure that it makes sense for your audience. Think about it; a long white paper is probably not the best option for mobile. Instead, consider recording your white paper and marketing it as an audiobook or have key contributors develop a podcast based on the content.
3. Create connections: Keep audiences engaged by linking each content piece to another-either in a different format or a separate one that your audience uses regularly. Even if your audience doesn’t engage with it immediately, they’re likely to come back to it at another time. The better you are at keeping key audience segments, like hot prospects or at-risk customers, engaged, the more likely you are to convert or retain more of them.

 Want to learn more about the value of content reuse? Download our white paper, Measuring Content Effectiveness.

How do you and your team get content to audiences across channels? Share your strategies below or tweet us @hannon_hill.

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