PLANNING YOUR CHANNEL STRATEGY

DEFINING YOUR CHANNEL STRATEGY

Creating your content is only half the battle. You need a solid distribution strategy which helps the right audience to find it and generate results.

Start by considering the below:

Align channels to goals: Each channel has a vital role to play in the purchasing cycle, from building awareness of your brand, to educating about your offering, to converting interest into intent. Consider what channels works best for your specific outcome.

Consider current mix vs ideal mix: Initially, you might rely more on paid channels to build up your organic channels. Wherever you're starting, think about how you can continue to work towards your ideal channel mix. This could be by encouraging your audience to subscribe or follow channels, or sign up to an email list.

Modularise content for each channel: Think about how you can modularise the key messages of your content to promote on each channel. E.g. on social media channels, you might take some key quotes or data points and share a series of messages pointing back towards the main content.

Once you've decided on your key channels for promotion, you can start optimising your message for each channel to drive as much traction as possible. Read on to learn more on that.

Tip: Think about your channels as breaking down by Paid, Earned, Owned, Shared. What are your primary channels now? And where would you like to get to?

ANALYSING CHANNEL PERFORMANCE

Once you've chosen your channels, consider how you'll analyse the performance of each.

#1

Review Surface-level clicks and opens:

Most channels (email, social, paid) only offer surface level performance metrics such as impressions and clicks. These can't be relied upon to give you a solid picture of performance, but they're useful to show how well your promotion tactics are working. If your numbers are low here compared to other campaigns, you'll want to update your messaging.

#2

Dive deeper into engagement in Turtl:

Things get really interesting when you start using your Turtl analytics dashboards to understand channel performance. You can translate arbitrary clicks on content into genuine engagement time (Reads), Time Spent, Interactions and more. Use this to get a reliable measure of content and channel performance.

#3

Define Turtl Analytics KPIs:

When looking at your Turtl data, there's no single metric out there which is going to comparatively measure the success of different types of content. Identify which metrics are relevant to your specific objectives as outlined in the image.

Tip: If sharing Turtl content across multiple channels, ensure you're using UTM tags at the end of each URL so you can compare engagement data from one channel to another and learn what's working best.

CONTENT-SPECIFIC KPI EXAMPLES

Awareness	Consideration	Conversion	Retention
No. Reads	No. Reads	Av. Read Time	No. Reads
No. Readers	No. Readers	Av. Surf page CTR	No. Readers
Av. Surf page CTR	Av. Surf page CTR	Av. Immerse Time	Av. Surf page CTR
Av. Read Time	Av. Read Time	% Repeat Readers	Av. Read Time
No. Form Conversions	% Repeat Readers	% CTA clicks	% CTA clicks
No. Shares	Av. Immerse Time	% Bounce Rate	% Bounce Rate
% Bounce Rate	No. Form Conversions	No. Form Conversions
	% Bounce Rate