Nix Multi-Channel, Take An Omni-Channel Approach to Digital

Content marketing has long been heralded the next big thing for companies to engage customers. Although some brands are transitioning more quickly into seasoned ‘content marketers’ than others, most still have a long way to go in terms of getting the right content to the right audience at the right time

And almost none are taking an omni-channel approach to their content strategy.

“Omni-channel” is a term that extends and supersedes multi-channel,’ according to the Content Marketing Institute. ‘Multi-channel (or cross-channel) refers to delivering content and considering consumer experience on more than one channel. Omni-channel is about understanding and optimizing for the entire journey across all channels.’

Gaining significantly higher visibility these days, the practice of customer journey mapping is the first step in leveraging an omni-channel strategy. Once you’ve mapped and fully understand how your customers go from information search and evaluation to purchase and post purchase, you can effectively deliver them content that: positions you in a positive light and provides value as they move throughout their buying process.

The next step is where it gets exciting and new, untapped tactics come into play. Personalization and dynamic content allow us to serve up highly personalized, relevant and different content to each person that visits our website or mobile app or whatever the channel.

This content changes frequently based on past actions of site visitors and often includes rich content like images and videos, as well as consideration of context. Not only applicable to attracting and engaging people with information they are interested in, dynamic content and serving up stories based on highly targeted personas holds great potential in the future of SEO.

“Dynamic content of the near future will rethink customer experience beyond the screens. Content will adapt to the context, so that it can integrate the digital engagement with the physical, and increase revenue.” It will without a doubt be personalized, integrated and properly conceived for omni-channel.

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