The Omnichannel Podcast

Content Modelling Podcasts

Discover advanced content modelling techniques and management tips in our dedicated podcast series for effective omnichannel marketing.

Content modelling is the process of defining the structure, type, and relationship of content elements within a digital ecosystem. It involves specifying how different types of content (such as articles, images, user profiles, product information) are organised and interrelated. This structure is designed to ensure that content is manageable, reusable, and adaptable across different platforms and devices.

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Techniques for effective content modelling

Content modelling is a foundational practice for content strategy, especially in complex omnichannel environments. Effective content modelling requires tools and techniques that ensure the structure supports usability across different platforms while facilitating easy management and scalability.


Here are some of the primary techniques used for effective content modelling:

  1. Identification of Content Types: Define what types of content are necessary (e.g., articles, products, user profiles) and understand the purpose each serves in the customer journey.
  2. Attribute Definition: Determine the attributes each content type should have. For example, product content types might include attributes like price, description, image, and specifications.
  3. Establish Relationships: Define how different content types relate to each other. For instance, an article might be related to certain products or authors, facilitating dynamic content linking and cross-promotion.
  4. Metadata and Taxonomy: Develop a metadata schema and taxonomy that support the organisation, categorisation, and retrieval of content across systems and channels.
  5. User Journey Mapping: Align content structures with user journeys to ensure content meets the user’s needs at each stage of their interaction with the brand.
  6. Content Governance: Establish rules and guidelines for content creation, maintenance, and archiving, which helps in maintaining quality and consistency over time.
  7. Testing and Iteration: Continually test the content model with real users and stakeholders to ensure it meets business needs and user expectations, adjusting as necessary based on feedback.
  8. Scalability Consideration: Design the content model to be scalable and adaptable to accommodate future content needs and potential new channels without requiring major structural changes.

Integrating content modelling with omnichannel strategies


Integrating content modelling with omnichannel strategies is essential for creating seamless and cohesive customer experiences across various channels and touchpoints. This integration ensures that content is relevant, consistent, and personalised, enhancing customer engagement and satisfaction. Here’s how you can effectively integrate content modelling with omnichannel strategies:


1. Define Clear Objectives

Start by aligning your content modelling efforts with your overall business goals and omnichannel strategy. Define what you aim to achieve through your content across different channels, such as increasing engagement, improving customer service, or boosting sales.

2. Understand Your Audience

Develop detailed personas and customer journey maps to understand the needs, preferences, and behaviours of your target audience. This understanding will inform the structure of your content model, ensuring it caters to the specific requirements of different customer segments at various stages of their journey.

3. Create a Unified Content Model

Design a content model that supports a unified view of content across all channels. This model should include:

  • Content Types: Identify all the different types of content required across channels, such as text, images, videos, and product information.
  • Attributes: Define attributes for each content type, ensuring they are relevant for all channels where the content will be used.
  • Relationships: Establish relationships between different content types to enable dynamic linking and relevance across channels.
4. Leverage Technology

Use a Content Management System (CMS) that supports omnichannel delivery. The CMS should allow you to manage content centrally and distribute it seamlessly across multiple platforms, including web, mobile, social media, and in-store displays.

5. Standardise Metadata and Taxonomy

Develop a standardised system of metadata and taxonomy that can be applied consistently across all content and channels. This standardisation is crucial for the effective organisation, searchability, and retrieval of content, making it easier to tailor experiences to different user needs.

6. Automate Personalisation

Utilise AI and machine learning algorithms to automate content personalization based on user data and behaviours. This approach ensures that content delivered through various channels is highly relevant and personalised, enhancing the user experience.

7. Implement Content Governance

Establish a robust content governance framework to maintain consistency and quality of content across channels. This includes setting guidelines for content creation, approval processes, and regular reviews to ensure alignment with the omnichannel strategy.

8. Test and Optimize

Continuously test the effectiveness of your content across different channels and make necessary adjustments. Use analytics to track engagement and user interactions, and gather feedback to refine your content model and delivery strategies.

9. Train Your Team

Ensure that your team is well-versed in both content modelling and omnichannel strategies. Regular training and updates on best practices, tools, and technologies are essential for maintaining a high standard of content delivery

Contact us to talk about content modelling workshops 

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