Real Magnet

3 Ways to Embrace the Rise Of Channel-Specific Content

“We have to let everyone know about this.”

That phrase is common in marketing departments of all sizes, across all verticals, around the world. What “this” is could be a limited-time promotion, the opening of a conference’s registration, the receipt of a prestigious award — you name it. Whatever your brand, there is frequently something pertaining to it that is important enough to share with as many people as possible.

Up until recently, the common follow-up to that phrase was, “OK, let’s send an email.” Today it is not so simple. Not only do most of us not enjoy 100% open rates consistently; we also do not limit ourselves to an audience in a single channel. So “Let’s send an email” has evolved into “Let’s send an email, put it up on Facebook, tweet it, post it to LinkedIn, pin it and put it on our blog.”

That’s a lot of messages, in a lot of channels; and since we inevitably have audience duplication across channels, it is also a lot of redundance. You can call it “increased frequency” if you like, but before too long your subscribers, fans and followers are going to start referring to it as noise.

The rise of channel-specific content is inevitable

People may like a brand enough to follow it in multiple channels, but repeating the same messages everywhere will prompt your audience to choose one channel over the others, robbing your brand of incremental points of engagement. Today, channel-specific content is a sound marketing practice as it shows respect for the way your audience uses the inbox, Facebook, Twitter and other channels. Soon, however, channel-specific content designed to increase the signal-to-noise ratio will be the cost of doing business for any brand that wants all its channels to be as vibrant, engaged and responsive as possible.

Here are some steps for shifting your communications from pan-channel broadcasting to channel-specific content:

As with email, it is important to balance the near-term needs of your marketing objectives with the long-term health of your marketing programs. Reducing the signal-to-noise ratio and keeping a close eye on how engaged your audiences are across channels will ensure that you can count on each channel to move your business forward this quarter — as well as three years from now.