As a publisher, you now have a variety of channels to choose from. But which one do you choose? And for what purpose? And how do you prevent the use of channels from leading to recurring discussions? In this podcast, Carolien Vader and Jonas Nouwen from Bladedokter and The Big Story discuss why a channel strategy is important and how to create one.
Channel Strategy
A channel strategy is a plan that states which channels you use as a brand, for what purpose and what needs to be done to make those channels function optimally. It is therefore not about content, because that is stated in a content strategy. A channel strategy is only about the objectives and deployment of channels.
Select primary and secondary channels
In this podcast, Carolien Vader and Jonas Nouwen from Bladedokter and The Big Story discuss how to create a channel strategy. They give tips on the selection criteria you use to separate primary channels from secondary channels. Then you have to think about reach and visibility, about conversion and interaction, about effectiveness and growth.
Preconditions for success
They also discuss the preconditions that you as an editorial or content team must meet to keep a primary channel successful. This includes responsibility, mandate, budget and analysis.
Shiny New Thing Syndrome
Nouwen and Vader also discuss the way in which you use channels, how you determine success factors and how you deal with ‘Shiny New Thing Syndrome’. That is the wish of many publishers to keep up with trends in the field of online and social media, without the use of new channels contributing to predefined objectives.
More about channel strategy
This podcast includes a long read about how to shape a channel strategy and what you should pay attention to as an editor or publisher. Click here for the article.