Activating omnichannel with content intelligence – featuring Cruce Saunders

In this episode, we hear from Cruce Saunders, the founder, and principal at [A] ( We explore the role of content structure to shape omnichannel enterprise publishing, and to support multiple modes of content delivery. Also, we dive deep into the organizational structures that help support teamwork around the intelligent, modular content that is the foundation for next-generation customer experiences.

The difference between omnichannel, multichannel, and cross-channel

We begin by defining the aspects of omnichannel, multichannel, and cross-channel content. Hear how they differ and why they shouldn’t hinder workflow.

Cruce describes omnichannel as “…a service-oriented approach to publishing in which any future channel may be added without impacting the overall process of creating, managing, and delivering the content.”

Too many organizations compound efforts when attempting to scale delivery, but by deploying better practices centered around content intelligence, they reduce ongoing internal effort, and open up content to reach more endpoints.

What’s holding organizations back from delivering omnichannel experiences?

Delivering omnichannel experiences requires not just structured content, but also a structured and improved content creation process.

“Omnichannel content derives from content that is structured. [The content model] structures the authoring process, which then structures the management and delivery process. Today, all of those things are disconnected.”

Cruce shares common blockers organizations face and the importance of structured content. Structured content he sees as the key to delivering the next-generation of customer experiences, and calls on practitioners to dive into the change process.

“It’s 2020, we need to get over our allergy to these concepts that are foundational and fundamental to the future.”

You can listen to this podcast here or Spotify or Apple Podcasts.

About Cruce Saunders, [A]

Cruce Saunders is the founder and principal at [A], the content intelligence service. Find [A] online at

Cruce has spent more than 20 years focused on content technology and content engineering. Today, Cruce and the [A] team work with the largest and most complex enterprise content publishers on Earth crafting the next generation of content supply chains and publishing architecture.