IML-005
Channel strategy v1.0
Complexity
2 | Standard
time estimate
30-45 minutes
status
Active
entry point
Build
LOIS BENCHMARK
When to Use
Developing channel strategy that prioritizes marketing investments across paid, owned, and earned channels.
Tags
The Prompt
NOTE:
Select and copy the prompt in full or click the “copy prompt to clipboard” button. Paste the prompt into a Notepad or Google Doc and edit before submitting.
I need to develop a channel strategy for [CLIENT].
**Context:**
– Current channel mix: [What’s being used now]
– Budget: [Total and/or by channel]
– Goals: [What needs to be achieved]
– Audience: [Who needs to be reached]
– Survey/assessment findings: [Reference]
—
**POEM FRAMEWORK**
**PAID CHANNELS**
| Channel | Current State | Effectiveness | Recommendation |
|———|—————|—————|—————-|
| Paid search | [Using/Not using] | [H/M/L/Unknown] | [Increase/Maintain/Decrease/Start/Stop] |
| Paid social | | | |
| Display | | | |
| Sponsored content | | | |
| Events/sponsorships | | | |
**OWNED CHANNELS**
| Channel | Current State | Effectiveness | Recommendation |
|———|—————|—————|—————-|
| Website | | | |
| Blog | | | |
| Email | | | |
| Social (organic) | | | |
| Podcast/video | | | |
**EARNED CHANNELS**
| Channel | Current State | Effectiveness | Recommendation |
|———|—————|—————|—————-|
| PR/media relations | | | |
| Thought leadership | | | |
| Reviews/testimonials | | | |
| Word of mouth | | | |
| SEO | | | |
—
**CHANNEL PRIORITIZATION**
**Tier 1: Primary channels** (highest investment)
– [Channel]: [Rationale]
– [Channel]: [Rationale]
**Tier 2: Supporting channels** (moderate investment)
– [Channel]: [Rationale]
– [Channel]: [Rationale]
**Tier 3: Experimental/emerging** (test and learn)
– [Channel]: [Rationale]
**Tier 4: Deprioritize/sunset** (reduce or eliminate)
– [Channel]: [Rationale]
—
**BUDGET ALLOCATION**
| Channel | Current % | Recommended % | Change | Rationale |
|———|———–|—————|——–|———–|
| | | | [+/-X%] | |
| | | | | |
—
**INTEGRATION POINTS**
How channels work together:
| Stage | Paid | Owned | Earned |
|——-|——|——-|——–|
| Awareness | | | |
| Consideration | | | |
| Decision | | | |
| Retention | | | |
—
**MEASUREMENT FRAMEWORK**
| Channel | Primary KPI | Secondary KPIs | Reporting Cadence |
|———|————-|—————-|——————-|
| | | | |
| | | | |