Think Omni-channel

Step Four of Ten Steps To Marketing Relevance
Be There With Relevant Content When & Where Your Clients Are Looking For It

Earned Media

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Even if you create relevant content, customers aren’t going to just appear.  You have to put that content where they are when they are looking for it.  Earned media is the most credible, and therefore the most effective.  If customers learn about you through social channels or media mentions, they might seek out your owned media – and maybe even pay attention to your paid media.

content mktg usage

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According to Marketing Profs, social media has become the most popular content marketing tactic because it is earned media.  Published content – like articles, eNewsletters, and blogs – comes next.  But all content, whether posted on owned real estate or not, works best when attention is earned… when readers post about you and other sites link to yours. (Plus it improves your search engine rankings.)

Another way to look at it… your new marketing mix should be about making it easy for your customer to find your content.  Spend less on pushing out messages on traditional channels.  You probably won’t reach customers when they’re ready anyway.  Instead, pull your readers by placing content all the places they might look when their researching and receptive.

Think omni-channel

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And as we learned in Step Three of this series, if you keep at it – using all those inbound channels wisely – you’ll not only catch the attention of prospective buyers, you’ll generate leads and revenue.  Ultimately you’ll create loyalty by becoming your customers’ education source and trusted partner.  It’s a food-chain that puts dinner on the table.

Learn more about omnicommerce (omni-channel + mobile payments) and the omniconsmers of the future (18-34 year-olds who expect omnicommerce soon).

About Lorena Harris

Lorena Harris has more than 20 years of marketing leadership experience with large business service companies. Her expertise is in designing research-based content marketing programs for brand building and demand generation. Since earning her MBA from Duke, Lorena has built revenue-generating marketing programs for $B+ B2B service companies such as Fiserv, First Data and Vantiv (financial services), ADP (employee benefit services), Convergys (contact center services) and Donnelly (publishing services). More information available on
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