The media mix for storytelling marketing is likely to be different for every campaign. There are three main categories of media channels to consider: paid channels (advertisements and sponsorships), own channels (website and own social media pages) and followers’ channels (content created by followers, journalists, bloggers).
Among them, the most effective ones are the followers’ channels, whereas the paid and owned play a supportive role to reach some specific segments and also at the beginning of the campaigns. The followers’ channels are not only those that hold the most trust, but also the ones that have the most reach, and their reach is likely to keep on increasing.
- Paid channels are particularly interesting for reaching new audience segments that neither search for information related to the destination nor even know the destination. It is recommendable to combine print, digital and broadcast channels according to the reach and impact of every channel in relation to the target audience. It is convenient to include a call to action driving them to visit own or followers’ channels for further information.
- Own channels are usually visited by people driven from paid channels, and are the first opportunity to learn about them and start engaging them. These channels are useful for educating the audience about the destination and build a community of followers to start delivering the brand stories. Take advantage of the opportunity to provide a good first impression and build emotional connection and trust from the very beginning.
- Followers’ channels become important so long as the destination becomes popular in the market and inspires stories and discussions. Influencing these channels contents and discussions is the biggest challenge of marketers 3.0: they have to listen and understand the followers’ passions and concerns to connect with them and ultimately influence them.
Content & media strategies are developed in the Whitepaper “The Marketing Plan 3.0”.
Would you add other considerations to the content media strategy?