What's your cross-channel messaging development process?

One of the most exciting opportunities in partner marketing is to scale messaging across different channels. Some of these channels may be new to your company and your core marketing team, and you'll learn a ton by collaborating with other marketers across these channels. But it's also critical to make sure you select the right channels that are aligned with your brand. To start, you've got to get the basics right and ensure your core positioning and messaging is landing in-market through your c ...Read More

As a product marketer, our most important role is setting the core messaging strategy and positioning. This means having a clear and intentional view of who you're targeting, what you need to convey, and how they should feel / what they should do after encountering your message. From a cross-channel or integrated marketing standpoint, the "roots" of the tree are here, and are critical to achieve the consistency required for messaging to make an impact. As content branches out across channels, th ...Read More

I probably spend more time tailoring for the audience than I do the specific channels. When thinking about different channels, I put a lot of thought into how that information is consumed. Obviously messaging in a digital ad is going to be consumed differently than via email. I work closely with my design and DG teams to ensure anything we develop is visually appealing and on brand. In terms of measurement, this is where I partner closely with my demand and digital teams to get insight into what ...Read More

Each channel has its own parameters for success be they length of message, medium or tone. I tailor my cross-channel message based on the channel audience and length but always connect back to the overarching messaging framework. The need for consistency in messaging - and reiterating the message - is particularly important across different channels as it starts to build a stronger relationship with the buyer / influencer. If you're constantly changing your message across channels then you creat ...Read More