It feels like there are new content marketing channels every week, so how are you supposed to keep up? Does your business need to pour as much energy into sharing images on Instagram as it does publishing articles on LinkedIn? What about Twitter – will your target market look elsewhere unless you’re constantly engaged in some online banter?
Choosing the right marketing channels doesn’t have to be complicated. We’ve put together a checklist of questions that’ll help you find your fit.
Tick more than half the boxes? You should seriously consider incorporating that channel into your content marketing strategy.
- Is your business part of a growing industry with plenty of developments and debates to write long form content about?
- Do you already invest in email marketing campaigns?
- Does your product or service lend itself to images?
- Does your target market appreciate thought-leadership?
- Is your target market engaged – asking questions, suggesting improvements, and leaving reviews?
- Is a large portion of your target market aged 24 to 54?
- Is your target market skewed slightly towards women?
- Does your product benefit from content that combines an equal share of writing and images? For example, content about a series of events you hosted.
- Does your target audience appreciate the opportunity to comment on and share content?
- Does your product benefit from highly visual content? For example, an online shop showcasing new products.
- Can you update content daily? 59% of Instagram’s 500 million users check the app daily, and 35% several times a day.
- Do you already have a following on other, “wordier” platforms like a Facebook page or blog?
- Does your product appeal to girls, 13-17 years old? Instagram has a fast-growing user base of young people, especially women.
- Are you targeting men and women aged 30 to 49? This is Instagram’s largest demographic.
- Are other businesses part of your target market? LinkedIn is the top channel for B2B marketers to distribute content, with 94% using it this way.
- Does your product suit medium-length written content?
- Does your content marketing strategy exclude videos? While a video is popular elsewhere, articles without videos perform better on LinkedIn.
- Does your target market include young professionals, especially millennials? LinkedIn boasts a millennial membership of 87 million.
- Does your product appeal to more established professionals? LinkedIn’s membership includes 61 million LinkedIn users that are senior-level influencers, while 40 million are in decision-making positions.
- Do you create slideshows to showcase your products and services? LinkedIn Slideshare has over 70 million monthly users.
- Do you have lots of content on your blog or other platforms that you’d like to share?
- Are you targeting young adults 18-29? 36% of US adults in this category use Twitter.
- Does your product benefit from short (very short!) written content?
- Does your product benefit from video and image sharing?
- Is interacting with other brands part of your content marketing strategy?
- Does your audience value one-on-one interaction with brands?
- Does your audience appreciate industry insight?
- Does your industry have prominent sites or magazines that publish the best in industry news, opinion and advice?
- Does your audience value authority and reputation highly in the content they consume?
Thankfully, it’s possible to focus on specific content marketing channels that’ll reap the best rewards. Now that you have a better idea of the best content marketing channels for your business, it’s time to carefully consider the content you’ll create for them…
Need help on that front? No problem. BEAN content is ready and willing.