Iterative Marketing Podcast Episode 5: Aligning Your Content and Channels

There is no one-size-fits-all message. Consumers expect personalization and we as marketers must deliver. In episode 5, Elizabeth and Steve dive into how to align your content and channels. Listen or watch now to learn why this is an effective marketing tactic.

In this episode, we discuss…

  • Content is material marketers produce, such as signage, advertising, blogs etc.
  • Channels are the vehicles you use to get content out to the world, such as TV, radio, print, outdoor, banner ads, social media, email etc.
  • Aligning your channels and content gets the right message to the right person at the right time. It also allows for personalization. There is no one-size-fits-all message. Consumers expect better than that and we as marketers must deliver.
  • Content can be aligned by persona or by customer journey stage. As a refresher, the journey stages are “See, Think, Do, Grow, Give.”
  • Channel and content alignment is the fourth actionable component of Iterative Marketing.
  • There are two different ways to purchase advertising and acquire these channels: 1) buying ad space 2) buying an audience
  • Traditional media buying uses ad space in publications, for example, as a proxy for the audience you are trying to get in front of.
  • Digital media buying allows marketers to use third- and first-party data to buy direct channels of communication to an audience.
  • Learn the difference between first- and third-party data.
  • Six Actionable Components are the actions we take as marketers to implement Iterative Marketing. They don’t have to be implemented all at once. They are:
    • Brand Discovery: Uncover how your buying audience feels about your product or service and how they rationalize the decision to buy.
    • Persona Discovery: Document the individuals involved in the buying process in a way that allows us to empathize with them in a consistent way.
    • Journey Mapping: Plot the stages and paths of the persona lifecycle, documenting each persona’s unique state of mind, needs and concerns at each stage.
    • Channel and Content Alignment: Align every piece of content and marketing channel/activity to a primary persona and primary marketing stage, identifying new channels and content needs where opportunities exist.
    • Experimentation and Optimization: Conduct thoughtful experiments designed to produce statistically significant business insights and apply the results to optimize performance.
    • Reporting and Feedback: Report and review data and insights to drive decisions in content and strategy, as well as information to be used by the organization as a whole.

For more information on the charity in this episode, please visit Solutions For Change.

The Iterative Marketing Podcast,  a production of Brilliant Metrics, ran from February 2016 to September 2017. Music by SeaStock Audio.

Learn more about Iterative Marketing and listen to other episodes on Apple Podcasts, YouTube, Stitcher, SoundCloud and Google Play.

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