Content marketing & omnichannel at OmnichannelX

What is it?

Content marketing is a entire sub-domain of marketing that frequently has to tackle omnichannel challenges. To get an audience engage, subscribe, and even share their personal data to drive more relevant experiences, content marketers need to be able to distribute their assets across many channels, in a way that smoothly facilitates users movement across channels and along their journey.

Regardless of whether content marketing campaigns are topical – relating to current events or specific time periods – or rely on proven, evergreen, assets, they work best when they connect many formats, social channels, apps, experiential marketing, and owned properties into an overall content strategy that positions the organisation as a resource and educator. They turn organisational or brand stories into something that is desirable, not a distraction.

Worth the effort

Content marketing is not easy, but it is powerful. That’s why brands like Cisco, IBM, Google, and many others are creating extensive resource collections for their audiences and industry research leaders like Forrester endorsing an omnichannel approach.

OmnichannelX has therefore always included content marketers in the overall omnichannel discussion. They have the need, they touch every part of the organisation, and are highly influential in the audience’s perception of the overall brand experience.

Formal definitions

According to the Content Marketing Institute

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.

According to OmnichannelX Programme Director Noz Urbina

Content marketing is marketing that has its own value proposition.

It seeks to educate and inform an audience in order to develop a relationship based on added value.