Unified messaging does not happen naturally—it requires strategy. Enlisting different people to create and distribute content independently of one another disrupts cohesion, often resulting in missed leads and lost customers. Brand continuity requires planning.
A big-picture marketing strategy should account for each step of the buyer’s journey at every touchpoint. Understand your buyer persona. Analyze purchase history. Follow up with warm leads and previous customers. Rekindle relationships. Show consumers that your brand is consistently sticking with them, that your messaging is still directly relevant to their lives, no matter where they fall in the marketing funnel.
According to the Content Marketing Institute, there are three components you must keep in mind throughout all of this:
- Who you are targeting
- The benefits the audience will receive from your content
- What desirable and distinctive content experience you can consistently deliver.
Following these cues, your content generation will naturally develop a pattern of answering your target audience’s burning questions and offering solutions to their problems. Capitalize on your brand’s strengths and origin story that will naturally capture attention. People will begin to recognize you—and remember you.
One internal advantage of marketing cohesion is reusability. A story or case study you promote on several social media platforms should also be easily syndicated into a white paper or infographic that captures leads on your website. Your email campaign design can form the structure of your direct mail. Not only will this drive your message home, but it will also spare your team from unnecessary work.
Through each touch, your audience should gain a sense of familiarity from your tone and messaging, regardless of platform. Be a source of consistency in the sea of noise consumers face every day.