“So many platforms, radio stations, online news sites etc… what type of content should I share?” This is a question often asked by business owners and marketers. Using multiple communication channels to reach your audience is a must, but aligning content with the right channel can be a challenge. Here is one thing you must do to align your content with your communication channel.

Deliver content at the right time – The bottom line is, content delivered at the right time improves conversions. So, when is the right time to deliver your content? That all depends on what stage your customer is at during their buying journey. It’s critical to understand how the buying process looks through their eyes. Your customer like yourself, goes through these four stages before they use your product/service: a) Something triggers them resulting in them recognizing they have a need for something e.g. a couple just bought a new home and they are making some improvements including a full paint job b) they evaluate the options- using the same example, they evaluate the different paint brands and, by extension, which hardware store/retail outlet sells these brands c) For justification and clarification they would seek social proof, so they check online reviews of the brand itself and the particular paint product they are looking for, they may also speak to friends or relatives who also used the product d) make a purchase. With this in mind, consider that the couple may have different questions as they move through the different stages. What’s important to them in Stage A will not be the same in Stage C.

With this knowledge as your foundation, the content you share or the action you take if you are hoping to build awareness, will differ from if you are trying to secure leads e.g., you may use IG stories, Facebook videos, radio adverts and a newspaper/online news feature in the early stages to build awareness/ garner interest whilst you may have an in-person event to secure leads or close a sale (Stage D) It can be tough to align your content. Along with the above, be sure that, 1. You know your audience, 2. That you deliver content that’s on strategy and on message, 3. Use the right media mix.

Candice Sealey is the Founder & Principal Consultant at Ignite! a Full-service Marketing & PR Consultancy that helps businesses/brands to stand out and communicate the right message to the right people at the right time through Strategy, Marketing, Media services and Design solutions. She is also a freelance content writer, advertising copywriter, voiceover talent, media personality. Follow us on FB & IG @igniteresults Phone:784-432-2223. Email: igniteresults@gmail.com