Is Your Content Channel-Agnostic? It Better Be.

Your customers expect so much more than product and service; increasingly, they expect targeted, rich experiences. Because content is often the very foundation of both digital and physical experiences, relevant and personalized content is sometimes the only — and certainly the best — way into the hearts and minds of your consumers. Add this to the fact that your consumers are operating from a variety of channels, and a brand’s channel-agnostic content marketing strategy is increasingly important to the overall success of its marketing efforts. Businesses need to create content that can be quickly delivered across any channel — whether that channel is an automated restaurant or a mobile app. Time is of the essence, and when it comes to reaching customers, nothing will slow a business down faster than taking the time (and spending the money) to create separate content for multiple channels.

First! Personalize the Story.
Before a brand can focus on channel-agnostic content delivery, however, it has to focus on what matters most about content marketing: the content itself. This means digging into the emotions that customers feel when they interact with a brand’s content.

Technology — especially many of the products available in Adobe Marketing Cloud as well as the Adobe Device Co-Op — should enable brands to truly get to know their customers; discovering their needs, wants, and emotions. For example, I respond well to stories about family, child development, and schools because, as a mother, these topics are important to me. Not every brand will be able to reach me, but it would be in our mutual best interest for a brand to know, for example, that I’m a family-oriented person, I travel a lot, and I buy organic food. Content delivered with that level of deep personalization is more likely to sway me if I’m choosing between two brands of orange juice or which airline to fly.

Create Content With the Customer in Mind.
A content marketing strategy should pivot on knowing the customer and delivering content that is beneficial to him or her. Brands need to break down their silos and develop one interconnected stream of technology that supports the customer journey throughout all the touchpoints a customer might travel. This applies to offline channels as well. Brands must be able to track and serve their customers in physical locations — such as hotels, airplanes, stores, museums, and stadiums — just as much as through online channels.

The Royal Bank of Scotland (RBS) has done a great job of targeting its content toward the customer. In fact, they recently discovered that, if they deliver targeted content through their homepage, the next time a customer visits, the customer is 70–80 percent more likely to engage with RBS’s products. Automated restaurants and food boxes are further examples of brands taking their customers’ needs and wants into consideration.

Develop Channel-Agnostic Content That Resonates.
Giles Richardson, Head of Analytics for RBS, said, “Whether a customer opens a direct mail piece, receives a follow-up email, visits a branch, or applies for a loan on a mobile device, the entire customer experience should mirror customer needs perfectly. We must be everywhere customers are and personally cater to their needs at every turn.”

With all the different channels that are available to customers, it’s more important now than ever before that companies focus on telling stories about their brands that resonate on every channel. No matter where they are in the customer journey, customers expect content that is relevant and personal — regardless of the channel. Luckily, while the process of becoming an experience business that delivers truly connected experiences requires work — it’s worth it. Huge opportunities await you — and, if you start moving now, you’ll be ready to take advantage of them in whatever form they take.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/web-experience/content-channel-agnostic-better/

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