Recommended Approach

An omnichannel content strategy approach requires a great deal of planning and patience.

Business Justification

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?

Content Design

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
    • Analytics
  • Focus on your story and balance content between channels
  • Structure content so that is can be created once and published to multiple channels

Implementation

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.