Although 95% of marketers say they know how vital multi-channel marketing is for targeting potential customers, only 14% say they run coordinated marketing campaigns across all channels, according to That disconnect wastes marketers' two most valuable resources: time and money.

How do you unify efforts with different team members, initiatives, and strategies for your blog, email, and social media marketing? You need to come up with a content marketing strategy that accounts for each channel.

The following five steps will lead to the creation of a cohesive cross-functional marketing plan.

Step 1: Define your goals

Successful content marketers document their content marketing strategy; yet, only 32% of B2B marketers do so, according to the 2016 Content Marketing Benchmarks, Budgets, and Trends report from MarketingProfs and Content Marketing Institute.

First, define your goals at the top level and then down to individual channels as part of your overall content marketing strategy. Among those high-level goals might be the following:

  • To generate leads
  • To build brand awareness
  • To increase engagement
  • To boost followers

Both defining and documenting goals are crucial for enterprise organizations, where distributing projects among several teams often ends with the creation of silos. A documented bird's-eye view keeps everyone's eye on the bigger picture.

When defining the goals for your blog content, email marketing, and social media marketing, take into consideration how each channel will support, promote and work with the others. Define how the team will promote your social campaigns via email, for example, and how you'll use your social channels to distribute a new blog post.

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image of Joe Griffin

Joe Griffin is the CEO and a co-founder of ClearVoice, a content marketing technology company for high-quality blogs and other content destinations.

Twitter: @joegriffin

LinkedIn: Joe Griffin