Five questions to ask when deploying your content marketing strategy

Simple strategies to help you navigate the oft-misused marketing channels

All right, now that you have created tons of cool marketing content and you are ready to point that content at your prospect. What can possibly deter you from a total victory in the market?

I’ve got one for you here – Poor execution at the marketing channel level.

A marketing channel is, by definition a conduit that deliver your marketing content to the right prospect. However, what is often overlooked is that, any signal carrying channel of communication has some form of friction, distortion or even resonance effect, and this is in fact even truer for the newer channels such as social media, customer word of mouth or social reviews. Sometimes the distortion is so severe that your content stops propagating after a few steps, sometimes the distortion becomes ammunition for competitors and critics alike. Other times, the conduit amplifies the volume and spread the message out exponentially. Take one of those viral videos on YouTube as an example.

What it means is that extreme care must be exercised at the release of the marketing content to make sure it goes into the right conduits and in the right manner to achieve the best effect. At least, make sure to ask the following questions:

– What is the right type of channel for my content, given my message and my intended audience?
– What is the right channel, of the right type, for me to use with my content?
– What is the right way to approach/utilize that channel?
– What is the right timing for launching the content into that channel?
– What is the contingency plan in case things do not pan out as expected?

Then you should be good to go.