Marketing Channels

Omnichannel Content Strategy: Definition and Benefits


Published: October 25, 2022

If you’re hoping to add to your brand’s marketing efforts and increase leads and conversion rate, an omnichannel content strategy might be the solution. Creating content for all your marketing channels is not only effective, but it can also give your company tons of long-term benefits. And those benefits lead to stronger, more meaningful relationships with your target audience and help you market your business more easily. But it’s not always the best option for every company. Today, we’re looking at the benefits of an omnichannel strategy and how to tell if it’s the right move for your business:

What Is an Omnichannel Content Strategy?

person sitting at desk with phone, laptop, and open planner creating an omnichannel content strategy

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An omnichannel content strategy is the act of a company engaging with its audience through content on all channels and platforms. Those channels include things like the company’s website, social media profiles, email, and even podcast hosting platforms. Whatever channel an audience might visit, a business creates content to engage with them and entice them to its offerings.

What Are the Benefits of an Omnichannel Content Strategy?

Here are some of the main benefits of using an omnichannel strategy:

  • Improve Customer Satisfaction: When customers have the option to consume your content on every channel available to them, it can improve their satisfaction with your brand. Access to content where and when they want creates a more convenient experience for your readers and viewers.
  • Increase Brand Awareness: Publishing content to every channel possible allows you to boost brand awareness because people can find your brand more easily. No matter where someone surfs the internet, your content has an opportunity to pop up and inform them about your products and services.
  • Increase Conversion Rate and Sales: When businesses use an omnichannel strategy, they have an easier time increasing and measuring conversions and sales because their content is everywhere. Essentially, the more content that’s out there, the higher the chances of finding someone who wants to buy your products or services.

But all of these benefits are only possible if you have the ability to create content for every channel that aligns with your overall strategy. And without a dedicated content team, developing content at scale can be a huge and challenging undertaking for your business. By avoiding some of the common pitfalls of scaling content, your business can develop a successful omnichannel strategy.

Choosing Your Content Marketing Channels

Even though an omnichannel strategy includes all possible marketing channels, it’s still important to know which ones you should put the most resources and effort into. Not every channel is going to be effective for your marketing campaign or unique brand position. The best way to choose the most helpful channels for your marketing strategy is by listening to your audience.

Know where your readers and viewers like to engage with content in your niche. Look at what devices they use and what platforms or sites they visit on a regular basis. When you discover the places your audience spends time on the internet, you can put more resources and content development into those areas. And the more content you produce for those channels, the more effective your marketing campaign will be over time.

Related: 37 No-Cost Analysis, Preparation, and Social Media Marketing Tools

When To Use an Omnichannel Content Strategy

It’s possible that some omnichannel content strategies might be a waste for your business or brand, especially if your audience doesn’t use some of the channels you create content for. You might create more leads for your brand, but it’s the difference between creating general leads versus quality leads. Quality leads are people who are more likely to buy something from your business or brand. They’re potential customers who you’ve already built a relationship with and who feel more inclined to make a purchase.

If you grab someone’s attention as they’re scrolling your business’s social media posts, they might take a look at your site and browse content there. But with no attachment to your brand, they won’t stick around for very long. That doesn’t do a lot for your conversion rate or sales, and it can happen a lot if you focus on channels that aren’t necessary for your target audience.

For example, if you notice most of your audience is absent from Facebook, it’s not going to help you very much to create a Facebook page for your brand. With that in mind, this platform wouldn’t be appropriate for an omnichannel strategy for your brand.

Read more: 10 Content Strategy Best Practices To Guide Your Plan

How To Create an Omnichannel Content Strategy

There’s a range of approaches you can use to plan a successful omnichannel content strategy. But the steps below can help you get started easily:

1. Know Your Audience

As mentioned previously, before starting an omnichannel content strategy, it’s crucial to know your audience. Understanding who your audience is and what content they like to consume can help you create a more effective marketing plan. For example, let’s say you know a majority of your audience likes to read blog posts. You can then produce more blogs to entice them to your site and improve their satisfaction. Creating an audience profile can help with this, too.

Start by researching the basics about your audience, including their demographics. Those demographics might include what they look like, how old they are, and where they live. Then, dive further, looking into their occupations and hobbies. Researching this information helps you know exactly who your audience is and how to talk to them through your content. It also helps you know which channels to put the most time and energy into to create a more successful omnichannel campaign.

2. Create a Brand Persona and Style Guide

Before developing content across multiple channels, it’s important to develop a consistent persona and brand style guide for your content creators to follow. A style guide ensures that your blogs, articles, and videos all have a cohesive tone and voice as you create content for a multitude of different channels. These style guides are especially helpful if you have multiple teams creating the content for these channels. Having a single document that each team can reference and follow allows you to create a more satisfying experience for your readers and viewers.

Creating a more satisfying experience can help improve you build stronger relationships with your audience and generate more quality leads. When creating a style guide, highlight rules creators should follow when producing content for your brand across these different channels. Those rules can include things like the tone, format, and verbiage of the content. Word choice rules might include terms to avoid or phrases and calls to action creators should use.

3. Conduct Competitor Research

A great way to learn about the content you should be creating is through competitor research. Competitor research allows you to see what other businesses are doing for their own content marketing campaigns and ways to improve your own. For example, let’s say you take a look at a few competing companies and realize that none of them are writing educational articles. That might be an untapped market for you to attract more of your target audience. It’s also possible that they all might be doing something you’re not, and help you see gaps in your own marketing strategy.

To conduct competitor research, start by simply reading your competitor’s content. See what keywords they’re targeting with their blogs, articles, and videos. Determine which posts or web pages generate the most engagement. It’s also helpful to see how often they visit your pages and which pieces of content are most popular.

Need help finding this information? CopyPress has you covered. Request an in-depth content analysis to compare your web content against your top three competitors. Find gaps in your strategy and learn how you can target these opportunities in your omnichannel campaign.


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4. Plan your Content

Now that you have a better idea of what type of content you should produce, it’s important to make a plan for it. Creating a content plan includes things like developing a list of content ideas, a posting schedule, and a strategy for creating the content. With omnichannel content strategies, your brand will be creating all kinds of content, from images and videos to blogs and eBooks. All of that content requires a large team of content creators, not to mention the tools and software.

If you’re focusing more on one form of content versus another, it’s helpful to hire one in-house team to perform the more resource-heavy work and complete the rest of your content production through other means. For example, let’s say your marketing team is hoping to produce more video content than written content. You might hire a full in-house video production team and outsource your written content to a marketing agency, like CopyPress.

Outsourcing some of your content work allows you to compete with larger businesses and companies that might have more resources for an omnichannel strategy. Instead, you can focus on the channels that will produce the most leads for you and use other, expert companies, like CopyPress, to help you fill in the gaps.

5. Be Consistent But Not Repetitive

As you create content for every channel, it’s important to stay consistent with your brand voice as well as the message you send to your audience. Being consistent with your message can often involve posting similar things in multiple places. For example, a shoe company might write a blog on the “Best shoes to bring on your summer vacation”. That same company might then use the information from that blog and create social media posts highlighting each type of shoe mentioned in the article.

Creating content like this allows the company to be consistent with its message, but it’s important not to get too repetitive. For instance, if you run multiple social media platforms, don’t post the exact same thing on each platform every day. That gets boring for your audience and can lead to a drop in followers. Instead, know what your audience looks for on each platform and tailor your content around that. For example, your audience on Twitter might prefer short, multiple tweets a day and your LinkedIn audience might prefer just one, thorough post on a single topic.

Read more: What’s the Lifespan of Social Media Content?

6. Focus on Calls to Action

Another piece of your omnichannel strategy to keep consistent is your calls to action. Calls to action are the best way to get your audience interested in your brand and entice them to take additional actions with your company. Those additional actions might include downloading a piece of content, signing up for an email newsletter, or even making a purchase. Whatever the case, whenever you create content for your marketing efforts, including calls to action is a great way to generate more leads and make the most of your content strategy.

If you’re hoping to make calls to action more attractive to your target audience, it’s helpful to remember the question: “What’s in it for me?” Your audience will always ask that question to themselves before making any decisions. If you’re trying to get your readers or viewers to perform an action, it’s important to clearly highlight the benefits they can receive if they fulfill it. Highlighting your audience’s benefits can improve the effectiveness of your calls to action and the general success of your marketing campaign.

Before integrating an omnichannel content strategy, it’s important to understand if it’s the best option for your business and how to make it a success. Just remember that an omnichannel strategy doesn’t mean you have to put the same amount of resources into everything you do. Start small and use thorough research and data to make the best decisions for your marketing campaign.

Get Expert Insights to Plan Your Strategy

Diving into an omnichannel marketing strategy can have its challenges. But you don’t have to tackle each planning stage alone. Get in touch and find out how our strategy experts help you determine the best content opportunities for your brand. Then, we help you craft a content strategy that can help your business increase its audience reach and boost conversions.


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