Get Better Franchise Marketing with Channel-Specific Strategies

Automotive marketers have one more “lesson from the car lot” for franchise marketers.

This time, it’s all about content – and how marketers can share that content better.

(Missed the last two posts? Check out these lessons on data-driven marketing and branding strategy.)

Automotive marketers tailor content to each channel they own. In fact, 100 percent of them said so in IMN’s 2014 Content Marketing Survey.

They have a strategic approach to using content. That approach contrasts how most other industry marketers adapt content. Less than 30 percent of non-automotive marketers use content strategies for specific channels.

Franchise marketers, want to stand out from the digital crowd? Keep reading to learn why matching the right content to the right channel matters.


Types of content

Teamwork Puzzle

There are three basic types of content: long-form, short-form, and bite-sized.

Long-form content, such as contributed articles, whitepapers, or eBooks, illustrates a problem. Then, the writer highlights possible solutions to that problem and things to consider.

Writers of long-form content speak from a place of authority. They apply their brand’s insights to the information shared to challenge the audience’s mindset.

Short-form content is different. While it can challenge an audience, its main purpose is to help readers solve or understand a specific topic.

Blog posts, email newsletter articles, and infographics all qualify as short-term content. Common or personal experiences, current events, and industry trends influence the content.

Bite-sized content is all about entertaining a community. Facebook posts, tweets, memes, and even email messages are all bite-sized content.

Use bite-sized content to promote a story, idea, or product that’s relevant to your brand and your audience. Keep it short and sweet so it’s easy to digest and share.


Types of channels

Corporate franchise marketing teams manage the content on the franchise’s corporate website and blog. They also manage corporate marketing email and social media accounts.

Corporate marketers also submit long-form content to earned media channels, such as industry publications.

Yet, franchisees can also use many of these same channels for marketing. They should check with their corporate marketing team to understand the company’s branding and media policies.

Franchisee marketing teams can manage local social media on smaller channels, such as Instagram. They can also manage local blog and email efforts to engage their local community and promote special events.

Finally, they can contact local media outlets and publications to publish long-form content. They can submit ideas for stories that highlight causes important to the franchisee location.


Getting the right mix

Social Mixing bowl

  • Websites and earned media channels pair well with long-form content.

Long-form content tends to be exclusive or gated. Exclusive content is stored in a website portal that only members can access. This spurs potential customers into joining to see that content.

Gated content can be “unlocked” after an interested reader completes a submission form. That’s why long-form content can generate high-quality leads. People downloading gated content want to hear what your brand says about that content’s topic.

Your brand’s contributed articles may be restricted to “subscribers only,” depending on the publication’s policy. Or, it may be published and distributed freely.

  • Blogs and email newsletters pair well with short-form content.

Short-form content usually works best on one of two channels: blogs or email. So, blog posts live on the blog and newsletter articles in an email newsletter.

Marketers can share visual short-form content, such as infographics, via email or blog posts. Or, they can link to it on social media platforms, such as Pinterest.

  • Social media platforms pair well with bite-sized content.

No matter the platform, social media is great for posting bite-sized content. These platforms encourage content sharing and commenting. They also work well for building a community.



When franchise marketers match the right content with the right channel, they take a strategic approach to their content marketing efforts. That approach helps them stand out from other content producers in their community.

Just like OEM and dealership marketers, franchisor and franchisee marketers can use this approach on their respective marketing channels to better engage consumers and drive customer loyalty.

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