Vol.30: How to Deliver Consistent Message by Online & Offline Media (Content)

The previous 2 articles focused on advertising. This article and the next focus on content.

1. What does “content” include in this article?

In this article, content (information) distinguishing from advertising, is company and products/services information, that consumers/audience would see/read/listen/feel after driven to the information available online and offline by advertising and other methods from all media/communication channel (touch points).

2. How to plan integrated communication to deliver consistent message by online & offline media

First, big picture of integrated communication needs to be planned. Framework used in Vol.9: How to Reach Buyers Directly in Web/Internet Marketing for web marketing planning can be applied, and these are the basics of marketing many of which have already been discussed in other previous articles.

1) Key Message

This has already been discussed in the previous article Bol 10: How to Successruly Develop Web Content to Directly Reach Buyers. Key message is about “3) Construct authentic company story to tell directly to buyer/customer persona”; the essence of company story is the key message.

2) Target/audience

This has already been discussed in the previous article Vol.9: How to Reach Buyers Directly in Web/Internet Marketing. Target/audience is about the first “who”, defined by buyer/customer persona for each customer segment.

3) Branding

This has already been discussed in the previous article (Vol.10). The concept is of “2) Define personality of the web content with brand management concept”, just that it is about defining personality of content of all media, which should be consistent throughout media/communication channel if it is the same content targeting same audience.

4) Timing

This has already been discussed in the previous article (Vol.9). Timing is about deciding “when” is the best timing to deliver the key message through all possible media/communication channels to target audience.

5) Media/Communication Channel

This has already been discussed in the previous article (Vol.10). Media/communication channel is about “4) Think and select the buyer/customer persona’s preferred media and learning styles”. What needs to be taken note of is that options of media include all possible online and offline media.

3. How to develop content to deliver consistent key message

Delivering consistent key message from multi-channels does not necessarily mean that content posted in a media/communication channel is rolled out exactly as it is in others. That is unrealistic considering different characteristics of media/communication channels explained in the previous article (Vol.22) as well as ineffective.

What needs to be aimed is developing different contents from multi-perspectives, leveraging the characteristics of each media/communication channels that deliver, support the core message.

The below are a few examples of possible methodologies in developing high quality, unique contents to deliver consistently key messages.

1) Story telling of different narrators

Develop content as if telling a story of the key message to the target audience, symbolized by buyer persona. There could be many options of narrators, including the top executive, other senior management, employee, customer, business partner, investor, job seeker and so forth.

2) Answers to possible/frequently asked questions

Plan content based on frequently asked questions and/or possible questions regarding the key message that may come from the target audience (buyer persona) and every possible stakeholders of the company. Content developed this way would meet the needs of target audience and all possible stakeholders (including potential target audience) while supporting the key message.

3) Problem solving

Find problems and pains of the target market and develop solution content derived from key message. Similarly to 2), content developed this way would meet the needs of potential target audience while supporting the key message.

4) Time frame

Develop content focusing on different timing, making series of contents (points) that makes a flow (line). For example, develop series of content focusing on a buyer persona going through process of buying a product, hunting for a job, making investment and so forth.


When content is developed and becomes available in one form of media, it usually needs to be made into other form of media. For example, content in printed brochure is made into web content/blog article, and/or video, or vice versa.

Rolling out the developed content to multi-media/communication channels is the topic of the next article.