Implementing an effective content marketing strategy requires solving two main challenges: Create or share interesting information and find added value specific to each communication channel.
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The problem of creating relevant content is fundamental, but we will focus here on the second question: how best to use several communication channels without redundancy for its audience?
There are several possible answers, this is why we will detail only one solution among others, in this case the strategy implemented by theSynaptic agency for his own account.
How to best use several communication channels without redundancy for your audience?
The communication strategy is based on 5 main axes:
- A “Corporate” Blog
- A content aggregator (ScoopIt)
- Twitter account
- A “business” Facebook page
- A Google + profile
Other media such as external blogs, Pinterest, Slideshare, Foursquare and Linkedin are also used but we will not detail them here.
The blog is the backbone of the system because it is a media completely in the hands of the company. We can master everything from hosting, to design through technique or SEO. 3 types of content are published on the company blog, it is in order of importance:
- Original articles written internally;
- Links to external articles in English but accompanied by a French summary also written internally;
- Links to external articles in French on subjects that directly complement the subjects covered in the original articles. In this case also an introduction or a personalized summary are published with the link.
The posting of new content on the blog (almost) systematically causes a Tweet to be sent and an entry to be added to the ScoopIt aggregator.
The ScoopIt aggregator
The content highlighted by Scoopit is divided into 5 themes. For each theme, a rigorous selection of content is made. This is to avoid publishing content that is too redundant or that is not professional enough.
As much as possible the presentation of the articles is reworked so as to offer either a mini summary of the content, or at least an attractive chapô.
Content republished via ScoopIt is shared via Twitter when the source of the information is not the company blog.
Content added directly to scoopit is shared via Twitter (sometimes FB) using the aggregator’s sharing options.
The twitter account is fed by several sources:
- Automatic creation of links each time content is added to the aggregator (see above);
- Direct manual publication of links to subjects not included in the 5 themes of the aggregator;
- Retweet and other interactions with the Twitto community.
The content published on Twitter is sometimes “lighter”, it can be links to humorous content or to articles related to the news and whose lifespan is shorter.
Facebook “business page”
On the Facebook page are published information relating to the life of the company, this can be the announcement of new contracts, “internal” information such as photos of an event or conference etc. The “Time line” aspect is fully exploited.
In addition to these contents, are also published:
- Links to the original articles published on the Company Blog;
- Links to articles dealing with Facebook or social networks. These links are generally not redundant with those posted on Twitter;
- Infographics (as a link and as a “photo album”).
Links to external content are accompanied by a short summary.
We have long wondered about the relevance of managing a Google+ account in addition to the Facebook page. The question was how to offer content that is not a simple copy / paste of FB. Finally we opted for a double approach:
- Publish English-language content – not accompanied by a translation (the translated content being published in priority on the blog);
- Publish links to articles (in French and English) dealing specifically with Google +;
1. Each channel has its own content
As can be seen, the content published on the various media is only partially redundant. Each channel is distinguished by the themes addressed, a “tone of voice” adapted but above all by a different level of content.
The most lasting and most worked content is intended for the blog, while the simple sharing of links is reserved for Twitter. Between the two we find The aggregator and the Facebook page which aim to promote content created by third parties while still offering a minimum of personalization.
The overall approach can be seen as more “Transmedia” than “crossmedia” insofar as the objective is less “to occupy the field” than to offer a different added value according to the supports and especially to lead the reader to follow several communication channels without fear of being “spammed” by content already seen elsewhere.
- Twitter allows you to follow (almost) all the content offered;
- The ScoopIt contains most of the valuable content, but in a more structured way than on Twitter;
- The blog offers the most detailed, longest-lasting content with the highest added value;
- Facebook and Google+ offer more “niche” content and work more on dialogue and interactions than on content.
2. Content marketing takes time.
The second conclusion is that effortless curation is an illusion … Setting up content marketing takes time and resources. The involvement required is directly proportional to the quality of the content offered.
See the Slideshare presentation which illustrates this article