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Multi-channel content strategy is a concept that keeps all relevant distribution channels in mind by the content creator.
Around 2010, some communicators and marketers were advocating that every platform (email newsletter, Twitter, website, etc.) needs unique and original content.
Multi-channel content strategy communicators still believe that every channel should be used to connect with people but channels don’t need completely original content from all other related-channels used by an organization, business or person.
Writing a book and then pulling 1,000 or so Tweets out of it is an example of multi-channel #contentstrategy.
— Christoph Trappe (@CTrappe) December 23, 2013
The Tweet above is an example of multi-channel content strategy. Instead of just sending out links to the book’s Amazon listing, the author might pull short tidbits and use them as Tweets. Or related topics can be used as short blog posts.
We believe that this multi-channel content strategy is possible for many stories. For example, many Tweets can be turned into longer blog posts and versions of that same blog post could be turned into a newspaper guest column. Depending on your organizational goals and budgets the same content can be turned into a printed brochure that you hand out at the office.
The audiences – for the most part – won’t know that it’s all the same content, but was just reformatted. And even if they knew, content is so plentiful and people move from one thing to another nowadays, that most people won’t mind. In fact, seeing closely-related headlines more than once can encourage people to engage with content on the second or subsequent touch.
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