5 ways to run cross-channel content for a unified experience

14th April 2021

Using cross-channel content to create a unified digital experience is becoming essential in today’s customer-centric business landscape. This way, businesses can ensure seamless customer experiences while reducing operational costs and achieving better efficiency.

One way to achieve consistent online customer experiences is to distribute and manage content effectively across multiple channels. 

Through effective content distribution and management, businesses can reach every segment of their audience and ensure higher retention rates. 

A Forbes report reveals companies delivering content effectively to multiple channels experience 91% year-over-year customer retention rates, while another 50% have met their financial targets. This is mainly because cross-channel content management increases brand awareness and improves the likelihood of conversions. 

Unfortunately, not every business owner is sold on this idea, with most marketers citing complicated analytics and costs as the primary factors for the opposition. While building an effective customer experience management strategy is expensive and time-consuming, businesses that can’t adopt such an approach may reduce brand interest and lead generation. Scroll through and look at our simple yet helpful cross-channel content tips you can implement to unify the customer experience.

Know your audience

Knowing your audience is vital in delivering personalized and relevant content across multiple content networks. Each marketing channel has different audiences with unique interests. Understanding this helps you create a marketing persona that serves as the basis for your content marketing strategy. Often, marketers make the mistake of delivering the same content format to all of their content marketing channels. 

Although uniformity might seem effective, failing to optimize content for a channel does the opposite and makes it even harder for audiences to connect with your brand. Understanding your audience allows you to make better use of your resources. This ensures that you can plan and customize your content for each channel to achieve your business objectives. 

Performing audience analysis on multiple channels also allows you to determine which marketing communication avenues you can use to reach each segment efficiently. This enables you to create personalized content for each stage of the customer journey and supply them with the right content. As unique content trends hit the market, understanding your audience can help you remain on track and stick to what brings value to your followers on different channels.

Audit existing content and customer experiences

Overcoming the customer journey dilemma also involves auditing existing content and customer experiences to establish the issue.

A rule of thumb is to gather examples, metrics, and data to quantify the impact a confusing customer experience has on your business. This allows you to create a unified customer experience strategy that can address issues you uncovered and eliminate ineffective experiences.

Marketers often feel the need to format and deliver messages similarly to all of their content marketing channels. While it brings a consistency level, this strategy can backfire and may result in your content becoming disconnected from other assets and the general customer experience. This, in turn, leads to disjointed customer experiences that can stunt revenue growth and reduce efficiency. 

Assessing past experiences provides you with an all-encompassing view of the entire customer journey and its corresponding assets. It also establishes a timeline for cutting traditional marketing content that is useless and no longer brings growth and consistency. By acknowledging inefficient content, you can create a plan to make required edits and align your strategies to boost SEO and drive traffic using existing content.

Use content management software

Taking advantage of content management software (CMS) solutions is another key aspect of ensuring a unified customer experience.

With a CMS, businesses can integrate different systems and make it possible for them to talk to customers in similar voices every time they engage. This, in turn, ensures consistent experiences across multiple devices and channels while simultaneously maintaining brand consistency. 

A separate Forbes report adds that consistent branding across multiple channel channels can improve revenues by 23%. However, retaining brand consistency is easier said than done with customer journeys becoming more complex. This lack of brand consistency can often confuse your audience and lead to them dropping the customer journey and resulting in missed conversions. 

Using a CMS enables you to create a customer experience plan which ensures that the content is viewed by the right audiences and edited for branding consistency before publishing to different channels. It also brims with real-time personalization and targeting capabilities that allow you to deliver the right content to the customer at the right time. You can read this content management software overview on CompareCamp to know more about its features and functionalities.  

Create a content calendar

Sending similar messages across different channels can be challenging, especially when dealing with multiple content creators. Therefore, marketers can use a content calendar to plan out their posts for each platform and streamline their workflows. The advantage with content calendars is that it allows you to tailor content and target them into a relevant audience. 

Tailoring your product content increases customer engagement and establishes you as an authority in your industry. This way, you can build long-term relationships with customers since your product content will remain relevant and will always be of interest. It also turns them into brand ambassadors that can help spread your brand message across all avenues they interact on, increasing visibility.

Content calendars can also fill the gaps in your content strategy and improve your publishing schedule. This allows you to prepare and observe holidays that will enable you to create seasonally appropriate content, which could help boost content engagement and traffic.

It can also ensure consistency and increase the likelihood of return visits, allowing you to build a strong and unified community behind your products. 

Track content performance regularly

Monitoring content performance and results regularly allows you to determine the effectiveness of your messaging on different platforms. This also provides you with relevant insights on which channel delivers better results and what needs to be optimized.

By assessing content performance, you can establish goals and know what needs to be added to improve the consistency of future messages. 

Improving message consistency empowers you to deliver a unified customer experience through every channel. It also helps prospects remember who you are and makes them feel better about themselves before they’ve even purchased from you.

Nevertheless, consistent messaging does not necessarily mean saying the same things at different purchase funnel phases. 

Instead, consistency means adapting your content messages to the audiences and formats of each stage. By tracking content performance, you can validate your content and ensure that it stays true to your brand messaging across the entire buyer’s journey. Thus, resulting in higher brand visibility, increased sales, and unified customer service.

Achieving unified customer experiences

Customers expect unified experiences, and it’s your job to deliver them. However, delivering cooperative customer experiences requires having the appropriate marketing tools to review data, automate decisions, and create a single and comprehensive customer view.

One of the tools you can use to achieve a unified customer experience is Metigy

Metigy is an all-in-one marketing suite that empowers marketers to create high-quality content, enhance conversion rates, improve engagements, and grow their audience. It uses artificial technology (AI) in marketing to provide you with real-time insights that can be used to achieve your business objectives. Metigy offers a limited free plan, but small teams can upgrade to the Pro and Team packages for additional features and functionalities. In contrast, big groups can opt for the Enterprise, Agencies, and Franchises plans.

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