How to Build a Multi-Channel Content Engine That Actually Works | Field Notes

Key Concepts

• Omni-Channel Content Strategy: Distributing content across multiple platforms where the target audience spends their time, moving away from a solely keyword-focused, blog-centric approach.
• Anchor Asset: A core, high-quality piece of content (often long-form video) that serves as the foundation for repurposing into various formats for different channels.
• Content Remixing: Adapting and reformating existing content to suit the specific requirements and best practices of different platforms.
• LLM Trust & Coverage: Utilizing channels favored by Large Language Models (LLMs) like Reddit, YouTube, LinkedIn, etc., to increase content visibility and authority.
• Creator Program: Partnering with independent content creators and practitioners who already have established audiences in the B2B space.
• Long-Tail Effects: The sustained benefits derived from creating high-quality, evergreen content, particularly video, which can be repurposed into multiple assets.

The Shift to Omni-Channel Content Strategies

The past few years have been characterized by “bonkers” changes in both search and buyer behavior. Consumers are now fragmented across platforms like Gmail, Spotify, and YouTube before breakfast, making it challenging to reach them effectively. This necessitates a shift from traditional, single-channel strategies (keyword research, blog posts) to an omni-channel content strategy – reaching audiences where they are, across multiple platforms. HubSpot has been at the forefront of this change, driven by customer feedback indicating increased consumption of podcasts and YouTube tutorials.

HubSpot’s Implementation: From Search Headwinds to Creator Partnerships

HubSpot recognized both declining search traffic and a change in consumer habits in 2022. They observed that content from internal experts – Academy professors and newsletter writers – resonated more strongly with audiences than generic, brand-focused content. This led to the launch of the Creator Program in 2022, designed to partner with external practitioners and content creators already building audiences in the B2B space. The strategy focuses on “borrowing” successful playbooks from these creators. The program aims to leverage existing attention rather than solely building brand accounts.

The Anchor Asset Playbook & Content Remixing

A key component of HubSpot’s strategy is the anchor asset concept. This involves creating one substantial piece of content – often a long-form video – and then “remixing” it into various formats for different channels. For example, the “Marketing Against the Grain” media brand utilizes a 30-45 minute YouTube interview with two CMOs as the anchor. This single asset generates:

• A YouTube video (primary channel)
• Blog posts optimized for SEO, created from the transcript.
• Newsletter content derived from the transcript.
• Social media clips and graphics.

This approach maximizes the value of each piece of content and reduces the overall workload. Video is favored as an anchor asset because of its inherent difficulty to produce, leading to long-tail effects and a wealth of repurposable materials (transcripts, shorter clips).

Diversification & Channel Prioritization

For businesses new to multi-channel strategies, the recommendation is to optimize for overlap: identify channels trusted by LLMs and frequented by the target audience. Prioritization is crucial, especially for smaller teams. The suggested approach is to identify a “core” or anchor channel (e.g., YouTube) and then focus on 2-3 additional channels where the audience spends their time. HubSpot initially used podcasting as an anchor for the sales vertical, then expanded to LinkedIn based on audience behavior.

Audience Research & Data-Driven Channel Selection

The foundation of any successful multi-channel strategy is understanding where the target audience spends their time. This can be achieved through:

• Direct Customer Interviews: Asking customers about their preferred platforms and content sources.
• Large-Scale Surveys: Utilizing tools like Qualtrics for broader data collection.
• Analyzing Existing Data: Identifying where conversions are originating from.

The Role of LLMs & Earned Endorsements

Content should be created with LLMs in mind, as these models are increasingly used for information gathering and training. Channels like Reddit, YouTube, Quora, Wikipedia, and LinkedIn are heavily cited by LLMs. Furthermore, earned endorsements – positive mentions from users on platforms like Reddit – are valuable, as they are perceived as authentic and reinforce brand credibility.

Results & Long-Term Commitment

HubSpot’s “Marketing Against the Grain” strategy has seen a 148% year-over-year increase in audience size. However, it’s emphasized that multi-channel strategies require a long-term commitment. Results are not immediate, and a 9-month timeframe is suggested for seeing significant traction with new channels.

Tools & Resources

Several tools can facilitate multi-channel content creation:

• HubSpot’s Remix Tool: A tool for repurposing content.
• Riverside: A remote recording platform that provides high-definition video and automated transcripts.
• AI Tools (Claude, ChatGPT): Used as content assistants for reformatting and iterating on existing content.

Spicy Takes & Final Thoughts

The final segment highlighted two key takeaways:

1. Embrace Employee Expertise: Encourage employees to share their knowledge and experience through content creation, leveraging their expertise to build trust and authority.
2. Master AI Coding: Utilize AI coding tools (Claude Skills, ChatGPT Coding) to unlock the full potential of AI and streamline content creation processes.

In conclusion, the current marketing landscape demands a shift towards omni-channel strategies, driven by fragmented consumer attention and the rise of LLMs. Focusing on creating high-quality anchor assets, remixing content for different platforms, and prioritizing channels based on audience behavior and LLM coverage are crucial for success. A long-term commitment and a willingness to embrace new tools and technologies are essential for navigating this evolving landscape.