Efficient Digital Marketing Strategy
We know from the Four C’s of Marketing that your messaging should be consistent, coherent, complementary, and demonstrate continuity.
If you aren’t familiar with the Four C’s or are just getting started with building your marketing strategy, we strongly recommend that you get started with this article.
We know from our examples that this means your customers are seeing messages which reinforce each other across your different channels. But where does this messaging come from?
Enter Cascading Content, a strategy to share relevant information with your target audience and keep them engaged.
Let’s break this down:
- Relevant information is content that is interesting, informative, entertaining, or otherwise brings value to your audience.
- Target audience is a group of people that you know are interested in your business, industry, or area of expertise.
- Engaged means actively reading, commenting on, or sharing your content.
Why is Cascading Content important?
Most people are facing information overload, especially from online advertisements.
What we want to avoid is gaining subscribers who forget about your company after clicking “follow” or, worse, are so annoyed by your posts that they unsubscribe.
To gain (and keep!) subscribers, it’s important to demonstrate that you have something to offer. Cascading Content moves beyond just sharing essential business information (e.g. hours of operation, sales, services offered) to
Treat each new member of your audience as someone whose trust you need to actively nurture and whose support should be rewarded – just like you would treat a customer in person.
How does Cascading Content actually work?
- Pick a topic and a medium: this should be a topic which is relevant to your business/audience and (most importantly!) something you know about. Choose a medium (article, video, presentation etc.) you’re comfortable with and get creating!*
- Upload your content: if you have a website, create a new page and add your content. You could do this by adding a blog, for example, making sure you have at least 4 key points in your piece of content. If you don’t have your own website, you could upload the content directly onto your page on a third-party hosting site like Facebook, LinkedIn, or YouTube.
- Share: this is where the Cascading happens! Using key parts of the content you have previously prepared, re-publish those key points in a different channel. You can even add extra info to support the message. For example, we could now make a post on cascading content, with a link to this blog!
It’s often a good idea to create a compelling image to accompany the link to your content to grab attention –we recommend using Canva. For more information on how to design images for social media and whether you might need to spring for the premium version.