Chapter 8: Building Your Content Channel Strategy

Once you define your story, it’s time to decide how and where you want to tell it. This chapter gives you several models and frameworks for you to decide how you want to drive your channel strategy. I give you detailed examples of how to categorize your content by theme and channel (Facebook, Twitter, blogs, etc.); as well as a method to tier your content based on your marketing goals and brand story.  I argue that you should not launch new social media channels unless you have the following documented and well thought out:

  1. Identify the content narrative
  2. Determine a community manager
  3. Build a moderation and escalation policy
  4. Establish a measurement framework

I also highlight a few brands in the space that are delivering very specific content in specific channels like Burberry’s Art of The Trench Tumblr page or Sharpie’s Instagram account. I close off the chapter by discussing content marketing platform, Contently, which has a network of several thousand, highly influential journalists that you can hire to help tell your brand story.