Three Types of Content You Should Create for Cross-channel Marketing

The onslaught of modern technology brought about a big change in consumer behavior and buying patterns. Because customers are no longer restricted from buying what they need through physical retail stores, it has become a challenge for marketers to create better strategies to reach their audience.

In the past, the main channels used for marketing were limited to the radio, television, newspapers, billboards, and posters. For so long, marketers were tasked with reaching a wider audience by implementing the traditional marketing strategies they know to attract the people’s attention and pique their interests enough to be converted into a customer.

But now, there are social media platforms, mobile apps, websites, computers, and mobile devices that can be used to reach your audience. And because these digital channels are much more dynamic than the traditional channels, marketers can take advantage of the flexibility that these platforms can offer.

That’s why cross-channel marketing is essential to businesses today. This strategy can be used to divert traffic onto other channels and make your business’ presence known faster because you’re active on more than one marketing platform. But of course, you’ll have to learn how to manage your campaigns across your chosen channels in a way that won’t make your audience feel bombarded.

Once you’ve narrowed down the channels that you’ll be using for your business, the next step would be to identify what types of content you’ll be creating for your audience. It’s important to design your content based on your customers’ wants and needs, so they’ll be more engaged. Here are three types of content that you can consider using:

Written Content

Content writing is one pillar of digital and content marketing. This is because everyone reads articles and blog posts that they find online, especially if they prove to be relevant to the customers’ lives. However, it’s crucial to understand when and where written content is appropriate as a marketing strategy.

You have to learn how to listen to what your customers and prospects are saying, which you can do through social listening. This process will be able to help you create better content because you’re listening to what your audience wants, needs, or is interested in. Plus, it’s probably the easiest type of content to create, at least on this list.

So, keep your eyes and ears peeled for any mentions of your brand or market niche on your chosen channels. For instance, if you have frequent visitors to your online shop but have yet to make a purchase, you can send them an email with a discount voucher to encourage them to shop.

Interactive Content

Although written content is a marketing strategy proven to be effective, it has also become too common. And when everyone’s doing what you’re doing, it will be difficult to differentiate yourself from others. That’s why you have to look for ways that will make you stand out, such as interactive content.

For instance, if you’re planning to manage an e-commerce furniture store, you can elevate your customers’ buying experience by creating advertisements with 3-D modeling and animation. You can show them your products from all angles in 3-D instead of just having them rely on 2D pictures alone.

Or if you’re promoting a game app, then you can use playable ads that will allow people to experience the actual gameplay without having to download the app. By playing your cards right, you’ll easily be converting passersby into users in no time. So, consider looking into interactive content for your business.

Videos and Audios


During a time when most tech-savvy consumers have the attention span of a goldfish, it could be impossible to grab their attention with a lengthy blog article, especially if they’re simply scrolling through their timelines. But it won’t be if you can create videos with compelling visuals and interesting scoring.

A good example of this is if you’re selling software as a service (SaaS) products that can seem foreign to an average user. You can create explainer videos that will allow you to describe the seemingly complex concepts in simple and more understandable language. This way, you’ll be combining both auditory and visual stimuli to engage your audience.

But you can also use video and audio to raise awareness about a cause that your business is passionate about. For instance, if you’re hoping to encourage the audience to practice sustainability through your products, then you can make videos about the process of how your products came to be and how they can be used in daily life.

With all the resources available today, it would be a waste not to use them to the best of their abilities. That’s why when it comes to digital marketing, the world is your oyster. Don’t be afraid to try different types of content and release them on multiple channels because that’s the only way your customers will learn about your business.

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