Organizing Omnichannel Marketing ContentToday’s brands have expansive ecosystems spanning numerous channels. While maintaining a cohesive customer experience across all channels is essential, brands must tweak their content according to the platforms they publish […]
Today’s brands have expansive ecosystems spanning numerous channels. While maintaining a cohesive customer experience across all channels is essential, brands must tweak their content according to the platforms they publish it on.
Businesses can streamline their efforts and deliver an exceptional customer experience by efficiently organizing their content and developing a robust omnichannel strategy.
But with mounds of content being published on numerous platforms daily, it takes time to figure out where to start.
Keep reading to learn how to organize your content for optimized omnichannel campaign results.
What is the role of content creation in omnichannel?
Consumers crave connection and love engaging with brands that delight and surprise them. Your brand’s content across its various channels provides customers with insight and information. Not only is content a way to entertain audiences, but it answers their questions, deepens trust, and nurtures relationships.
Customers in today’s digital world want quality, consistent content from the brands they adore. Stellar content enhances the customer experience, encourages more engagement, and provides an exchange of value at all crucial touchpoints.
Brands need to create content that seamlessly flows between channels. Understanding your audience on each channel and curating content that applies to your intended audience ensures that their experience is amazing.
Here are three actionable content tips to enhance your customers’ experiences right out of the gate.
1. Know who you’re writing for on each channel
The first step in organizing your content is knowing your audiences across all platforms. For instance, boomers love SMS, while millennials and Gen Z flock to Instagram and Twitter. While WhatsApp is the leading messaging app in India, folks in the CIS region prefer Viber.
While maintaining a consistent voice on all channels is critical, brands must modify their content subtly depending on their target audiences. Brands can segment their customers by demographic, location, age, buying behaviors, and more. This way, you can speak to different consumers in a manner that resonates with them.
Businesses must also provide quick and personalized messaging on all channels, regardless of who their audience is. Using auto-replies and chatbots ensures you can provide fantastic support 24/7.
2. Identify what content you can easily repurpose
When creating content for their omnichannel strategies, brands don’t need to reinvent the wheel. Identifying content that can be reused on different platforms makes the process much easier.
Some types of content that can be repurposed on different platforms include:
- Evergreen content, or content that is continually relevant and provides value
- New content, including case studies and blogs. Reusing these types of materials helps with content distribution across all channels.
- Long-form content that can be broken down into digestible chunks. You can break down a long article into a week’s worth of tweets.
Share content that provides relevant information to customers’ questions or interests via social messaging apps. For instance, if a shopper has a question about your shipment or returns process, have a chatbot point them toward an evergreen article that addresses these issues. If they need more assistance, a live agent can hop on the chat and provide further support. If you recently published a blog about a new product, send the article to customers interested in learning more.
3. The importance of content pillars
Every piece of content your brand creates should support your overarching mission. Content pillars can guide your content creation efforts. Also called content buckets, these are three to five topics your brand consistently discusses on social media. These can include your products, your commitment to complete customer satisfaction, or other value propositions that put you a step above the competition.
An intelligent way to ensure each piece of content ties back to your content pillars is by creating a living document with sections for each. Each month, brainstorm ideas for fresh content under each section. Revisit this content bank to kickstart your creativity.
Your brand’s content pillars also serve as a guiding light when interacting with customers via social messaging apps. Content pillars are so much more than how your brand presents itself online. They should also dictate your actions.
If one of your content pillars is superior customer support, you should do everything you can to provide consumers with unparalleled service.
Remember, talk the talk and walk the walk.
Create impactful interactions with Mitto
With Mitto Conversations, your brand can optimize its omnichannel content campaigns by engaging customers with meaningful messages across all channels. Create rich, personalized messages, automate your support, and track your success. This allows you to use your content to its fullest capacity.
To learn how to make the most of your messaging, contact us today.