An omnichannel content strategy approach requires a great deal of planning and patience.
Before you consider implementing an omnichannel strategy, you must determine if such a strategy is right for your company. That is:
- Will it help meet business goals?
- Will it have a sufficient return on investment?
- Are you (and others) able to contribute your time and resources to this effort?
- Is your entire organization ready to take on this effort?
To create content for the omnichannel experience often requires a rethinking of content production, internal operations and systems. You will need to:
- Integrate information across all channels, including:
- Inventory of products
- User profile, or anything known about the user
- Focus on your story and balance content between channels
- Structure content so that is can be created once and published to multiple channels
Implementation involves content creation, system coordination and careful management. It requires that you:
- Create an incremental roadmap and rollout strategy
- Define your metrics and make sure measurement mechanisms are cross-channel
- Start small, focusing on one aspect of your business (example: one product line)
Evaluation & Optimization
Once omnichannel is implemented, you will need to identify both successes and areas for improvement.
- Review analytics monthly. At the three month mark take a close look at content performance.
- To understand analytics in detail (for example, why isn’t certain content performing as expected), initiate user testing and research.
- Evolve the consumer relationship, for example:
- Optimized customer support
- In-store personalization
- Re-engagement based on new products, services, etc.
Photo: Chevrolet Corvette displayed at the GM Motorama Show Car. 1953.