Too many brands and businesses choose a scattered approach to their content strategy efforts. In many cases, a company’s blog is not integrated with social media, public relations and other marketing campaigns. Incorporating an omni-channel approach can improve your reach and deliver a better return on investment.
When developing your content strategy, consider all four types of media; paid, owned, social and earned. We refer to this as POSE. Paid media refers to paid placements such as ads, sponsorships, events and SEO/SEM campaigns. Owned media is all of the content created in-house (website, newsletters, white papers, and case studies). Social includes engagement on platforms such as Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc. Finally, earned media is the buzz generated from public relations, analyst relations and investor relations campaigns, such as articles, product reviews, and speaking engagements.
While it may seem easier to focus on the content that you can control yourself, scaling these efforts and providing a message across all channels will help to build brand awareness. Delivering compelling content that optimizes each of these media channels will create a “surround sound” effect – reaching your audience utilizing the medium most convenient for them.
While POSE offers a framework to deliver an omni-channel content experience, it is by no means a one-size-fits-all approach. Select the key components that fit your audience and budget and then make adjustments as your objectives change.