Omni-channel marketing is a game changing tool for branding. It allows you to better connect with your audience and helps you create a strong relationship with your audience. When done correctly, omni-channel marketing can improve customer retention rates. The following are three content strategy trends to keep in mind with omni-channel marketing.
1. You Can Reuse Content
The ability to publish content on multiple channels allows you to reach a wider audience. It lets you take advantage of current technology effectively.
Marketers feel pressure when thinking about creating content for a single client to be shown on multiple marketing channels. Content creation is time-consuming and expensive. A smart trend is to create content that can be reused on multiple channels.
People shy away from this because they are worried that Google will penalize them for it. However, Google will not penalize you for providing a consistent message and repurpose the content across different mediums for the same client or business.
For example, you could create a blog post. You could then take the information from the blog post and turn it into an infographic for social media or make a short explainer video for YouTube or other social media channels.
2. Move from Tactical to Strategic
An omnichannel content strategy allows you to change your mindset from a tactical one to a strategic one. This means forgetting the traditional concepts of what a CMS is. This means getting over a restrictive mindset that limits you to modeling to predefined content types. The idea is to no longer see content as an individual project.
A modern audience is more demanding in the content they see on their websites, apps, etc. They want their content to be dynamic and entertaining. This means that a modern omni-channel content marketing approach requires content creators to approach their content as a software designer would approach their software products. Content creation must be focused back with the resources and be seen as a part of a long-term strategy.
Moving from tactical to strategic means developing flexible content that evolves with the needs of the customers and with the current environment. Being locked in to rigid page formats is counterproductive. The idea is to approach content modeling from the standpoint of types and not page types.
3. Pulling Away from Personalized Marketing
Personalized marketing, when done correctly, will facilitate growth. However, since it has been used as a gimmick, it has developed a terrible reputation. Most people see through gimmicky personalized marketing. When you get an email on your birthday, you don’t see a company that cares about you. You see a marketing firm that got your information from a form and automated their emails to send you a message. Because of this, personalized marketing can feel formulaic.
Omni-channel marketing helps create personalized customer experiences that enhance the conversation and conversion rates. It is built on good data analytics. It reflects what the customer wants and how the customer behaves. Omni-channel marketing can be called an adaptive content strategy.
Omni-channel marketing is here to stay. As the technology improves, the ability to reach more people will grow. Marketers will need to take advantage of opportunities to involve their audience.