While the average reader casually switches from paper, to app, to Facebook, to website throughout the day, many publishers still approach these channels as different silos. But a well-wrought omnichannel content strategy relies not only on the strengths of each separate channel. It also seeks to create maximal synergy between them. This will allow you to serve and reach your audience in the best possible way and create richer experiences and bigger impact.

Mapping and learning

An omnichannel strategy benefits from powerful formats and improves along with the frequency of your posts on the different channels. The most effective approach is to map out your knowledge of each channel and actively learn from everything that happens there. Treating your social channels like islands is likely to make your analytics approach fail. Ideally, you would appoint channel experts in your organisation. Their specialised knowledge will help you discover what does and does not work, and how to capitalise on that.

appoint channel experts in your organisation

Your audience at the center

The most defining factor in an omnichannel approach is your audience. Your reader expects a relevant, enriching and valuable relationship with you as a brand and your content. On every channel! And it wants a seamless and consistent brand experience across these channels.

No copy-paste

But that doesn’t mean you can simply copy-paste your output. It's important to create channel-specific content. Why? Well, YouTube is not tv. It’s consumed in a completely different way. Likewise, you can't create a tv-item from a Facebook video and an online article is not suited to be posted on LinkedIn. Every channel has its optimum format. So, time and again you have to choose what's the best destination for the story you want to publish and what format serves the audience best. It requires you to develop a strategy and tactics that make use of the right metrics and insights, and then create translations for each channel you want to publish on.

the omnichannel approach: workflow from topic to channel

The ultimate goal

What you really want your public to do is to cross-navigate these channels to where you want them. For commercial businesses this is likely to be an online shop or subscription. Public institutions will find value in reach, impact and engagement, and deeper, complex metrics such as time spent on page, attention time, public value, loyalty (returning visitors) and so on.

An example of using multiple channels in this way could be to reach a larger audience on Instagram (in short-form) and lead these readers to a longread on the website or in the app, or invite them to participate in a discussion on Facebook. In this way, the channels can consciously be used to make the most out of that contact with the readers.

Single source of data

If you want synergy on all channels, you also want synergy in their data. A single source of data simply is a requirement for omnichannel marketing: all data synchronised in a central system, available on all channels, and at all touchpoints of the customer journey.

for synergy on your channels, you need synergy in your data

A tool like smartocto could be a big help. It not only connects to the right data sources (of your choice), it also provides smart notifications on how to get the most out of your channels. Big bonus: you also have our Big screen option, with a clear overview of the performance of your channels. And we’ll help you set it up, so it seamlessly integrates with your workflow. Now that’s a great way to start your omnichannel strategy. Happy travels!

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