Reaching your customers in the digital world means expanding your messaging across all social channels. But, not every message is right for every channel.

Tailoring your content and creating effective cross-channel marketing is the key to harnessing your digital power.

Read on to find out how to create content for different social channels and how to build a strong digital ecosystem for your brand.

Why use cross-channel marketing?


These days, users divide their time across the internet. Getting your message out to your customers means being where they are, when they are there, with the right content.

Cross-channel marketing improves customer experiences and allows for a range of content that can target an equal range of potential leads. By creating a cohesive and engaging digital ecosystem, your business will reach more people more effectively.

1. Know your business and your audience

The first step in effective cross-channel marketing is to understand your brand. Ask yourself, what are our business goals? What kind of markets are we looking to interact with? Where do our customers go for information and content?

You may not want to utilize every channel available to you. That’s okay. Not every channel will be useful to your messaging, and you don’t want to waste your resources managing platforms that aren’t doing anything for your business. Understanding your brand, your audience, and your voice will help you choose the right channels to target.

2. Tailor your content but nail your voice

Not all content works on all platforms. Facebook likes links, Instagram likes visuals, and Twitter likes words. In order to get the most impact out of your channels, you need to know what kind of content works where. Even if you are promoting the same campaign across your channels, it is important to tailor your post types to each specific channel.

Likewise, although your content will differ platform to platform, it should be clear to consumers that your identity is the same no matter where they find your content. A strong brand voice and tone will build brand integrity and allows for closer relationship building with consumers.

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3. Set goals and plan ahead

One more time for the people in the back… the days of reactive posting are over!

A strong digital strategy is planned well in advance. This doesn’t mean you can’t post a great news story or jump on a meme train day-of. But it does mean that you shouldn’t be waking up each day wondering what kind of content to deliver to users.

Write out your goals, plan campaigns, and schedule your content for the entire month. Not only will this add strength and cohesivity to your content, but it will also allow you to tailor your posts between your channels.

4. Listen to your data

The best way to know where to put your resources is by keeping track of what’s working, and what isn’t.

A data-centred approach to digital marketing will help your business stay efficient and make sure your messages reach the people who are looking for them.

Track your progress and track your losses. If you aren’t getting engagement on Twitter, then maybe that isn’t the right channel for your message.

Successful cross-channel marketing comes from strong data, tailored content, and consistency in voice and posting.

Build a better digital strategy, today!


We’re here to help! From social strategies to content production, we handle everything in-house. Contact us today to find out how you can harness your digital image and create organic conversions for your business.