By media channels, we mean the stage you decide to use in order to advertise your content. This is an important stage of your overall content marketing technique because the channel also determines what content you should make. For example, if the channel is a blog, then the content you can create are feature stories, product announcements, and so on. Similarly, if it’s your website’s Facebook Page, then the content can be images, status messages, weblinks, etc.
There are three significant strategies that you should consider while defining your media channels:
The main activity to do is to understand what existing channels do you have and which new ones you need or want.
The information about your clients and the story you want to tell are both crucial in deciding what media channels you want. It also depends on your budget and bandwidth.
Now that you have a fair idea of your situation, you need to map the goals of your channels. For example, depending on the story you want to tell and your content marketing objectives, you might decide that a blog would be the best channel. So your channel’s essential goal would be to get more subscribers to your blog, which will generate leads for your sales.
This is the part where you bring together your channel objectives and your content plan. Taking the above example, the primary objective of your blog is to get more subscribers, which brings in more leads. To accomplish this, you might decide to write a couple of articles and club them together as an ebook, which you can then allowed for free to new subscribers. However, before you choose the right content for your channel, you also need to consider the different personas of your clients.