What is Omnichannel Content Marketing, and does your brand need it?

23/Apr/2019 · 4 MINS READ

Should our brands be in one or two channels, or across many?

That is certainly a question we’re all asking ourselves today!

Content marketing guru, Neil Patel calls omnichannel marketing controversial but necessary. I say it’s inevitable.

In order to reach our audience, we need to use the channels where they are most active. But what if your customers are now everywhere?

The marketing landscape today has grown at an extraordinary rate over the last few years, and so have the number of channels connecting people with other people, businesses and brands.

There are almost 200 social media sites! Let alone the long list of other digital platforms that get used every day.

The interesting thing is that people are not afraid to be across many of them if they find the content they want.

Look around you right now – have you got at least two Internet-connected devices at arm’s length? With a touch of a few buttons, you could have access to so many different pieces of content within seconds. But more importantly, you’d also be able to choose which you prefer!

Where did your mind go first? Facebook? Reddit? YouTube?

Ask yourself this

When thinking about where you would go to look next, did you take into consideration where a particular brand would be? Or did you only consider the one you preferred most?

Chances are, it was the latter.

This is the nature of the marketing environment today.

The reality that marketers need to understand is that people still only have one attention span, but so many more ways to spend it, both online and offline.

So, how do you get your content in front of them successfully? Those channel numbers keep growing!

How does this impact individuals?

Everyone has an abundance of choice right at their fingertips when it comes to how they access, interact with and consume content. This provides them with the option to select which ones they like best for each specific need at the time.

There’s a platform available to deliver content they’re looking for in a format they want.

If they’re looking for news and updates about friends and interests, chances are they’re heading to Facebook. For more corporate information, they’re probably checking LinkedIn. Need inspiration? They’re scouring Pinterest or Instagram. And for those live updates? Twitter.

Then there’s blogs and YouTube for ‘how to’ content; and should they want a more human interaction, they’ll come to your store or attend an event.

How does this impact businesses?

With choice and information comes power – and our customers now have them both in spades.

We have to appreciate that people are becoming more discerning with content and more comfortable with self-curation. Because of this, they demand content which engages them when and where they want it – on their terms.

Otherwise, it gets ignored.

If businesses want to earn a piece of our customer’s precious attention, we need to be delivering content that’s ready for them at the right place and at the right time.

This is referred to as omnichannel content marketing.

What is an omnichannel content marketing strategy?

An omnichannel approach to content is where your brand uses multiple platforms to reach your audience and provide a completely seamless customer experience across them all.

Why? Because people access many different channels but have different expectations for each one.

Being present and adapting your content to meet these expectations is what provides your target audience with a consistent, positive user experience. When you do this well, customers will start to build a relationship with your brand in ways they prefer.

Why omnichannel?

Today, people don’t see your content in the order you intend.

They see fragments here and there which they piece together. An omnichannel approach ensures that you’re giving them the whole story, even though it’s inevitably non-linear.

The advantage of an omnichannel content marketing approach is that no matter where your customer picks up their journey with your brand, they’re getting a complete picture which compels them to act.

Remember the “marketing rule of 3”? – where a customer has to see your brand three times before they pay attention? This still applies except, it’s now more like the rule of 10! But all ten must be aligned.

As people interact more with your business over multiple touchpoints (which they are very likely to do), then your omnichannel marketing is there, when they want it, however they want it.

How to master your omnichannel content strategy?

To implement an effective omnichannel approach, your business must produce content that has a consistent look and feel, messaging, goals and objectives across all of your chosen channels, whether it’s online or offline.

Each piece of content must be cohesive and complementary, and perfectly suited to each medium so that your customers can easily move between each and always know it’s your brand.

This way, they get a familiar and welcome feeling, no matter which touchpoint.

For example – if you’re launching an Easter-themed product, then you may support this with:

  • A TV or print ad promoting the products and where to buy them
  • Your website will have an Easter theme with easy navigation to more information
  • The online store has all of the products ready to buy
  • Your Instagram features photos and short videos showing people with the product
  • Your blog is detailing out how the products were made for Easter
  • Instore, you have the range displayed proudly
  • Facebook has colourful ads with the Easter theme


And so on.

Imagine what a comprehensive experience your customer is getting from a united content campaign like this!

When they come across any one of your channels, it works together like a coordinated network with all pieces ‘singing from the same hymnbook’.

Without this omnichannel marketing approach today, chances are your content may be getting missed or your brand forgotten.

For more on omnichannel marketing and brand voice click here


Christopher Melotti is a guest blog writer at Brandalism this week. He is a content copywriter and founder of Melotti Media Copywriting. Winner of multiple awards including CMO of the year award by the Australian Marketing Institute, Chris is extremely experienced and passionate in the art of copywriting and content marketing. To read more of this work click here