You could simply separate it with newlines (without using backslash) as required within the indentation as follows and just strip of new lines.
Example:
echo "continuation
of
lines" | tr '\n' ' '
Or if it is a variable definition newlines gets automatically converted to spaces. So, strip of extra spaces only if applicable.
x="continuation
of multiple
lines"
y="red|blue|
green|yellow"
echo $x # This will do as the converted space actually is meaningful
echo $y | tr -d ' ' # Stripping of space may be preferable in this case