The perfect match in content marketing

These distribution channels work together perfectly

Katharina Wohlfahrt | © punkt & komma
Katharina Wohlfahrt
Content editor
Several channels that are linked by their text, design and editorial approach as part of a campaign that is coordinated in terms of content, style and duration – that’s cross-media marketing in a nutshell. Sounds complicated? It’s really not! punkt & komma lets you in on what to keep in mind when distributing your content – and what channels are a “match made in heaven”!
What’s it all about?


Cross-media – a term that has swiftly conquered the marketing world. However, cross-media marketing isn’t all that new. Actually, it started as early as the 1920s, when certain information was published in newspapers as well as on the radio – and later, as of 1941, also on TV.

Just like back in the day, today’s cross-media marketing is all about delivering certain messages to a specific target group by way of a clear visual language. After all, you need something that links your channels to each other and makes them recognisable as part of the same entity. Successful cross-media marketing boosts image building as well as trust and credibility, which in turn can result in more leads, customers or even employees. Read on to find out how it’s done …
Verschiedene Content-Kanäle, die im Idealfall ineinander greifen

Content distribution vs. content promotion

In line with your preferred strategy, it’s important to distinguish between targeted content distribution and general content promotion. During content distribution, you address your users via your own media in a qualified way. This type of distribution might reach fewer people – but it reaches those that are already interested in your business.
Content promotion, on the other hand, refers to a “broader” approach and spreading your message in a quantified way. This means that you reach more people – but likely also more “uninterested” ones. As you can see, this approach is an opportunity and risk at the same time. In marketing, content promotion is implemented via Paid Media and Earned Media.

Different types of media for successful campaigns

Talking about Paid and Earned Media: Before thinking about the best way to combine your distribution channels, let’s take a look at the different types of media … 

We distinguish between …

… Owned Media: content on your own platforms, such as your website, your corporate blog or events
… Paid Media: content on other platforms, mostly paid advertising in the form of banners, ads or paid placements
… Earned Media: content on other platforms with no additional costs, for instance media collaborations with bloggers

The right content in the right spot at the right time

Regardless of your type of media, you should think about when and where to distribute your content. Did you know that you have the same design possibilities on Facebook and Google+, although shorter posts do better on Facebook and longer ones do better on Google+? Or that you should use two to four hashtags on Twitter, up to 30 on Instagram and ideally none at all on Facebook? As you can see, it’s all about adapting your message to your target group and distribution channel. 
1. Content
Not every type of content works on every channel. That’s why it’s important to adjust your message to your respective channel and target group – and to offer high-quality content, whether your post is short or long, an article or a video, for Facebook or your company website! Of course, a good-quality post alone isn’t enough to guarantee high reach. But at the end of the day, only quality content deserves to be shared, liked and spread, through whichever channel.
punkt & komma findet die richtigen Worte fürs Web. | © punkt & komma
2. Timing
Another piece of advice: Publish your post when your audience is listening! Otherwise you risk not being heard, seen and read. In general, Facebook posts perform best around midday and in the evening, whereas the LinkedIn community is most active during working hours. Instagram and Pinterest are mostly used in the evening.

Finding the best frequency for your posts is a thin line between being “always available” and “way too pushy”. For instance, while it’s totally acceptable to post up to four tweets a day on Twitter, the same is not true for Facebook. It’s okay to promote a blog post with images several times a day on Pinterest, Instagram, Flicker etc. Also consider giving evergreens a new push every three to four months to make Google happy with fresh impressions on relevant pages. 
Am richtigen zur richtigen Zeit posten - mit einer gut durchdachten Redaktionsplanung
3. Channel
Like every good story, your distribution also needs a “golden thread”. For instance, an article or service best finds its way into the heads – and hearts – of your target group by way of a SEO-optimised landing page, an influencer campaign and targeted social media marketing.

Once again, keep in mind: Website description, blog post or promotional video – think about the best place and time to reach your target group!

In most cases, the company website is the first touchpoint with a business. That’s why it’s important to place all your other channels in a prominent position there, for instance by way of social media icons. The same goes for your newsletter and e-mail signature.
Icons der Social Media Kanäle Facebook, Youtube, Twitter und Co. auf einer Tastatur zu sehen

What works best on different social media channels

Targeting your posts at a certain audience is all well and good – but what works on the different social platforms? We have a few facts on Facebook, Twitter and Instagram for you:

•    Facebook is all about videos these days. What’s more, it’s the place for Paid Advertising and collaborations with industry influencers. Up and coming: chatbots for Facebook Messenger.
•    On Twitter, it’s important to limit the posting of links and use the two (!) most appropriate hashtags. We recommend rewarding every mention with a reaction. Also use the Twitter Card for potential followers.
•    Instagram offers special Business Accounts. As far as hashtags are concerned, we recommend using fewer but relevant hashtags. It’s all about creativity and your customers – for instance, it’s a good idea to work with giveaways or raffles.

Incidentally, promoting blog posts is possible on all channels. Live events and curated content are mainly happening on Twitter, Facebook and Google+.
Scrabble Buchstaben aus Holz, die das Wort Like bilden
Cross-media marketing showcase: Audi
Audi AG is an excellent example of successful cross-media marketing. Their staff magazine is available in print and as an online version, with access to different social media channels and the company app. In addition, Audi offers the possibility to directly access online content via Augmented Reality. Find out more about the Ingolstadt-based company’s AR app.  

Cross-media campaign for our clients

How punkt & komma uses cross-media marketing? Just take a look at our “Grünkraft” (“green strength”) campaign for Steiermark Tourismus that was planned and implemented together with our colleagues from elements. The campaign was all about promoting the Styrian “happiness formula” made up of outdoor experiences, regeneration, wellness and well-being.

The project involved the following channels:
  • GDN (Google Display Network): inspiration and promotion of the Grünkraft theme in packages to gain reach, budget: EUR 20,000 (Paid Media)
  • Influencer Relations: inviting bloggers on a trip to Styria, boosting brand aspiration and awareness through high-reach influencers, reaching users through niche influencers (Earned Media) 
  • Social Media Push: new users, views, likes, shares, comments and thus more reach, promoting the influencer trip on Facebook (paid) via the Steiermark page, blogger reviews
  • Blog: storytelling about the mountain experiences on the blogger trip, interview with Grünkraft testimonials, article in the Steiermark blog (Owned Media)
Beispiele der Grünkraft-Kampagne auf Instagram und Blogs | © punkt & komma

Last but not least …

No matter what type of media you go for: Keep in mind the advantages of the different channels for your cross-media marketing – and make use of them! For instance, simple social media posts can easily be linked with online content on your own platforms. Articles in (online) magazines are a good way of attracting event visitors. Tags and links connect one social media channel with the next; and so on and so forth …

By the way: Posts like this one are mainly promoted on our Facebook page and in our newsletter. To promote our workshops, we use important distribution channels like our newsletter and our online magazine. In our e-mail signature, you can find links to our website, our Facebook page and – of course – our newsletter

Off you go and happy crossing!

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