When you hear the word channel, do you think television? Body of water? Content? Or do you just ask, “What kind of channel?”
For marketers at this time in the 21st century, whenever the word “channel” is mentioned, it’s oftentimes a content channel – known by a big name or a big trend. YouTube, Facebook, Twitter, Pinterest, LinkedIn, blogs, podcasts, email … so many channels, how do you choose where to focus your content?
Start with your value proposition. Any marketing should begin with your value proposition, and that includes content marketing. Determine what it is that you do that is better, unique. Why should your customer choose you over your competitor?
Determine the value of your products/services. This is a similar exercise. Why should your prospect choose this service instead of another one – or instead of doing nothing?
Your content is an extension of these differentiators. As for its placement? You’ll want to know:
Who it’s for – Your audience is customers and prospects – also known as homeowners in your community, reflecting the demographics of your target market.
Channels to evaluate – Identify the possibilities. For example, Twitter and Facebook will be on the evaluation list. But don’t assume that what seems obvious from a global perspective will be the right fit for your market.
Analytics research – Which traffic sources are generating visits to your site? Also, talk to techs, salespeople and CSRs. What have they learned about what customers want to know and where/how they find it?
Align channels and content – You don’t have to address every member of your target market with every area of content. Just make sure it appeals to a segment. Think about the types of content you can produce for the different channels.
Make sure the channel supports your value proposition. Don’t leave this behind. Your channels need to be a good fit for your image, say, as an expert advisor for the systems that run the home.