content across channels

We live in a time when we are looking at multiple screens multiple times a day, and when we aren’t looking at screens, we are likely listening to our favorite podcasts. Reading, looking at, and listening to new and fresh content is what keeps us coming back, but how is this content created? And is it really fresh and new?

How to develop content for uses across multiple channels is a key ability when it comes to successful business growth and marketing. Very few people are completely loyal to only one channel. For example, we are on Facebook or Instagram almost constantly throughout the day while simultaneously watching TV, listening to the radio, or a podcast.

Multiple touchpoints are highly beneficial for blog and business owners to take advantage of. In the course of the day, we could come across the same message in different ways many times. So the big question for bloggers and business owners is, “how do I develop content that can be used across multiple channels and keep it fresh?”

What is Multiple Channel Content?

Multiple channel content is content that can be used across many channels in new and fresh ways without overworking yourself coming up with new ideas.

It is important to remember that we don’t need to reinvent the wheel when it comes to content. If you have been blogging or in business for a while, then it is likely you have content that was very popular. This content can be reused across all of your channels.

Most Popular Channels

There are channels that are, of course, more popular than other channels. Using channels that are popular will ensure that you get maximum exposure for your blog or business.

  • Social Media is, by far, the most popular channel. This is not just Facebook. The social media realm actually has multiple channels of its own. Instagram, TikTok, and Twitter are the other three most popular social media arenas right now.
  • Podcasts have increased in popularity rapidly in the past few years. The great thing about this channel is that a blog can be turned into podcast material and vice versa.
  • Websites for your business or blog are incredibly important.

There are other channels, but really these are the highest traffic places for your content.

How to Create Multi-Channel Content

Knowing how to create multi-channel content really comes down to a few areas that you will need to understand. Once you get these concepts, you will be ready to create or re-purpose content.

  • Know Your Audience: You have to know where your audience is and who they are. If you have a blog or business that targets Millennials, then you won’t want to be on the radio with your content. You will be on social media (most likely IG, TikTok, and Twitter) and look into starting a podcast if you haven’t already. This is where you will drive traffic to your website or blog.
  • Make Evergreen Content: Evergreen content is content that is relevant for a longer period of time. Anything that has to do with a specific year or month is not considered Evergreen. You can not make all of your content Evergreen but a large portion of it should be. This will give you the ability to re-purpose content later.
  • Re-purpose Old Content: As mentioned above in the Evergreen section, you need to be able to re-purpose old content. This starts by having content that is reusable, either Facebook content that can be a blog or an IG post that can be turned into a podcast, content needs to be versatile.

Space it Out

With the ability to connect multiple social media accounts and share blogs or website information, it is tempting to dump the content on all channels at the same time. Resist this urge. Space out posting the same content.

Using the content through a week on different channels will keep it fresh longer, give you more touchpoints, and drive more traffic to your blog or website.