Paul-McCartney-and-Dave-Grohl

Kevin Winter, Getty Images

Nirvana drummer and Foo Fighters front man Dave Grohl has gained notoriety and hoards of new fans through his collaborations with the likes of Paul McCartney, John-Paul Jones, Ghost and others.

Grohl clearly gets the fact that his collaborations allow him to reach a broader fan base of rock lovers.  By appearing on the same virtual stage with those artists he is drawing their fans into his own base.

The Cross-Channel Factor

Cross-channel audience analysis and behavioral profiling are tools of the digital marketing trade. These tools help marketers target groups in a relevant manner by capturing and mapping the behavior patterns of people in their lists. In effect, establishing a 3600 dialogue with audiences through marketing programs that respond to the needs of customers.

Tools can aid in cross-channel analysis of various details from all relevant touch-points, sometimes referred to as contact moments.

In SaaS Marketing in particular there can be many paths to the goal of see / try / buy. That goal drives a clear correlation between touch points and conversion to trial. Buy aggregating online and offline data, SaaS marketers can optimize the efficiency of a channel while continuously improving their cross-channel strategy.

Content Vs. Context

We all know that contextual targeting matches the marketing message or ad to the content being consumed. For example, an article about the outdoors brings up a camping ad. But what about audience taste? Isn’t taste a driver of context?  Automotive marketers know this as well as anyone.  Content marketing is really all about matching audience psychographics, which suggest contextual touch points and in turn appropriate content.

Audience Cross-Pollination

Audience cross-pollination can be thought of as the aggregation of two or more audiences that have their own distinct cluster attributes but who share one or more of them. It is the common attributes that when filtered on marketing criteria, can potentially support an effective audience cross-pollination strategy.

Guy Kawasaki is constantly cross pollinating his audiences. He executes cross-channel strategy to grow his audiences. He is a prolific Guest blogger. His Twitter posts can be straight from twitter, or originate from Facebook, YouTube or Google+.  A well-executed cross-channel strategy constitutes a powerful approach to  audience cross-pollination.

Audience cross-pollination of celebrity and brand audiences through social media is a common tactic exploited by movie marketers, record labels and concert promoters.

SaaS marketers can drive audience cross-pollination through marketing alliances in their channels.

If you cast Jennifer Lawrence in a movie, she comes with an ability to fill seats through her social network, which can be easily quantified. In fact her overall currency, or brand value receives a lift that correlates directly to higher pay.

“Let Your Audience And Channel Strengthen Each Other”

That headline is from next-generation “intelligent” MAP vendor Selligent. MAP tools that feature active channel-level behavioral analytics can be used by marketers to automate marketing tactics such as email marketing while measuring their impact on other audience channels such as social media. The same cross-channel audience behavior analysis drive search engine marketing, online bannering, and virtually the entire spectrum of online and offline channels.

An intelligent MAP can uniquely structure and orchestrate integrated cross-channel campaigns based on audience cross-pollination strategies.

Collaborative Content Marketing: The Next Wave?

I am going to stick my neck out by predicting that collaboration between content authors across channels may be the next big thing in content marketing.  Consider sharing your blog with another author collaboratively developed to achieve cross-branding harmony. Just like Dave Grohl, why not team up with members of your influencer community to create content targeted to the respective audiences of each?

Collaborative content marketing will be enabled by co-created and/or branded content in combination with intelligent automation. This will make it possible for marketers to implement robust cross-channel / audience cross-pollination campaigns.

I would love to hear the thoughts and any experiences of others on the concept outlined here.  What do you think of the idea? What experiences have you had with driving audience cross-pollination through cross-channel, collaborative content marketing?