Does the word “omnichannel” strike fear in your heart?
The idea of creating a content marketing strategy for “all” channels is daunting. You need a deeply detailed playbook to manage all of your online and offline channels—and the tactics you use within them—to make sure they all work together to create an engaging customer experience.
You can simplify, though. The adage, “Just because you can, doesn’t mean you should,” comes to mind. There’s a better guide: “A place for everything, and everything in its place.”
Contextualize the dots
When it comes to content marketing, the omnichannel imperative starts with a keen knowledge of the channels and platforms at your creative disposal, based on your understanding of your audience’s wants and needs. The nuance comes from understanding what types of content and messages best fit each channel, and how to get them in front of the right people.
It’s not just connecting the dots. It’s understanding what each dot can do and how you can best use them.
Take print magazines, for example. No, it’s not just a tool for targeting baby boomers. It’s a high-value, deep-dive platform—a tangible connection in an era where email boxes are clogged with sales spam.
Just as print provides a physical presence, digital provides the immediacy. Whether you’re covering trending topics, delivering tightly timed enewsletters or creating how-to infographics that impart visual wisdom, digital content provides the power to be both nimble in responding to user needs and consistent in being a presence in their lives. In the best cases, brands are delivering all of the above through a well-organized, frequently updated content hub rather than a scattered site.
And social, established though it is, is going through its own evolution. It’s not just a distribution tool, now. The best creators know how to craft original content that delivers on each channel’s promise. Twitter’s the newsroom. Facebook is the water cooler and, often, the classroom. LinkedIn is the after-work networking event. Instagram and YouTube are the visual playgrounds.
But once you know what the dots do best, you really do need to connect them.