How do you blend content with other channels?

1 Plan your content strategy

Before you start creating content, it’s important to have a clear plan of what you want to achieve, who you want to reach, and how you want to communicate. A content strategy serves as a roadmap that guides your content creation and distribution across different channels. This helps ensure that your content aligns with your goals, your audience, and your brand. To plan your content strategy, you need to define objectives and key performance indicators (KPIs) for each channel. Additionally, research your audience and their needs, preferences, and behaviors on each channel. Identify content themes, topics, and keywords that match your audience's interests and intent. Lastly, create a content calendar that outlines what, when, where, and how you will publish your content.

2 Create your content assets

Once you have your content plan, you need to create your content assets that will deliver value to your audience and achieve your objectives. These assets are the pieces of content that you produce and publish on different channels, such as blog posts, videos, podcasts, infographics, ebooks, etc. To ensure success, you should follow the best practices and guidelines for each channel and format, use a consistent tone, voice, and style that reflects your brand personality and values, optimize your content for search engines and social media algorithms, and include clear and compelling calls to action (CTAs) that encourage your audience to take the next step.

3 Distribute your content across channels

Once you have created your content assets, you must distribute them across different channels to reach and engage your audience. Content distribution is the process of promoting and sharing your content on various platforms, including your website, social media networks, email newsletters, guest blogs, and podcasts. To effectively distribute your content across channels, you need to select the right channels and formats for your content and audience, adapt and repurpose your content for different channels and formats, use social media tools and features to amplify your content reach and engagement (such as hashtags, stories, reels, live videos etc.), and collaborate with other influencers, bloggers, and brands in your niche.

4 Measure your content performance

Finally, to evaluate how well your content is achieving your objectives and meeting your audience's needs, you need to measure its performance. Content measurement involves collecting and analyzing data and metrics from different channels and sources, such as Google Analytics, social media insights, email marketing reports, etc. To do this effectively, you should track and monitor your KPIs and metrics for each channel and asset. Additionally, compare and benchmark your results with your goals and industry standards. This will help you identify your strengths, weaknesses, opportunities, and threats in your content strategy. With these insights in hand, you can adjust and improve your content strategy accordingly. Blending content with other channels is not a one-time activity, but a continuous cycle of planning, creating, distributing, and measuring. By following these steps, you can create a content strategy that maximizes your impact and value on social media and beyond.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?