Nick Colthorpe
Nick Colthorpe 22 August 2022

Why is Content Marketing Essential to Omnichannel Success?

Creating a connected content strategy is fundamental to omnichannel mastery because it will allow you to create an experience that matches the demands and objectives of your target consumers.

By connecting digital engagement together, you can provide a consistent consumer experience across all of the platforms they use before they even engage with you.

If you're interested in improving your content marketing strategy, then listen up, because here's why content marketing is essential to omnichannel success.

Engagement on digital platforms typically occurs at related touchpoints across several platforms. By distributing content across all platforms and channels will enable you to deliver a seamless customer experience. But with all the different content platforms at your disposal, how do you know where to focus your efforts?

A Consistent and Unified Customer Experience

Consumers need more than just a transaction when they interact with brands; they expect the interactions themselves to be personal and meaningful.

Effective content marketing will help you reach your customers at every touchpoint along their journey, from discovery to purchase to ongoing brand loyalty and retention.

As previously mentioned, the customer journey has several points of interaction between your brand and the consumer. These points come together to make a greater experience for the consumer. As we move into an era of both electronic and physical omnichannel experiences, having a large amount of relevant content at each point in the consumer journey is crucial for maintaining successful interaction with your audience.

At each given stage of the customer journey, content is present in some capacity, and it is largely responsible for creating that cohesive experience.

What Types of Content are Most Effective for B2B Marketers?

This on-demand webinar looks at B2B content from the perspective of both those marketing it and those consuming it.

Linus Gregoriadis, John Horsley and Ben Salmon discuss how companies ensure they're targeting prospective buyers at the right stage of the funnel and which assets and formats are most popular (e.g. webinars vs whitepapers).

They also delve into what type of information is most sought after (best practice vs. trends vs. benchmarking information), what the role of third-party content in the B2B marketing mix is and measuring the ROI of such content.

Make Every Journey Consistent and Irresistible for Your Buyer

For B2B companies to thrive in the digital age they need to create, distribute and measure exceptional content and experiences, use data to orchestrate and personalise a buyer’s journey throughout the funnel and integrate technology that will enable anyone in marketing and sales to serve the right content at the right time.

Watch this webinar to discover How to Power Scalable and Exceptional B2B Buyer Journeys Through Content.

Create Engaging Content with Online Events

Webinars, virtual events and videos are powerful tools for keeping your audience interested, but strong content is crucial to giving your participants real value. It might be daunting to learn how to generate compelling material for your next webinar or video, but you've come to the right place.

Understand your audience and create content keeping the aim of the user in mind and ask yourself “what type of information are they looking for?"

Ensure that your design is appropriate for your event and arrange presentation slides in a visually appealing manner. Use video and media wisely to create an engaging experience and design your content to encourage interaction and engagement.

Boost audience engagement, supercharge your lead generation and reach your business goals today, with a little help from this report.

Content Orchestration

At times when marketing budgets are being squeezed, marketers are exploring ways to make their businesses more sustainable and competitive.

Marketing and creative agencies try to win on creative output and satisfy their clients by working harder. They innovate their approach, and look to new revenue streams and ways of working.

This guide goes into detail about how transforming the way you approach workflow and technology can lead to a range of benefits for you and your clients.

How Agile Ecommerce is Transforming Retail

Customers are more demanding than they’ve ever been. They expect a fast, connected buying experience, enabling them to access the products they want anywhere, on any device and at lightning speed.

With 86% of consumers saying they would leave a brand after just a couple of bad experiences, can your digital experience risk not meeting the expectations of your customers?

A better-connected content and commerce experience can drive online growth. So, learn how to deliver personalised experience with data-driven campaigns that reach customers with the right message, at the right time and on the right channel by reading this report.

And the End Goal? Lead Generation

Customer needs are changing rapidly, as are purchase processes, buyer committees, the role and job title of the principal point of contact, even the types of potential client companies.

The content strategy part of the whitepaper series, More Better Leads Forever, explores the importance of content strategy based on a deep understanding of your customers' wants and needs.

The whole series is free to download and covers:

  • Why content strategy shouldn't be sacrificed for marketing agility
  • The importance of covering different touchpoints on the customer's path to purchase
  • How to create trust and build advocacy among different stakeholders within the buying committee
  • Why testing and measurement are crucial for long-term success

Lead Magnets are Your Secret Weapon

The goal of a lead generation strategy is to attract interested customers and convert them into leads. Lead magnets or value-added content help you to showcase your expertise, entice a visitor to your website and build trust in you.

Here are some examples of popular lead magnets:

  • Videos
  • Webinars
  • How-to guides
  • Infographics
  • Whitepapers
  • Reports
  • Ebooks
  • Workshops
  • Newsletters
  • Blog articles

More than merely filling up the space on your website, content also develops trust among both your present and potential customers. It increases traffic to your website, where your products or services are featured, and aids in boosting brand recognition.

The seven factors that demonstrate the significance of content marketing for you and your company are listed below:

  • Builds brand awareness
  • A pivot for other marketing disciplines
  • Audience education
  • Helps build links
  • Evergreen content
  • Strengthens your relationship with the client
  • Generates leads for your business


Content marketing will be around for a long time. The rate of growth of content marketing will accelerate as corporate competitiveness rises. Since it is a digital marketing strategy that cannot be ignored, digital content marketing will really determine a company's success or failure.

Considering all these examples, one must be an expert in content marketing and create content strategically with a defined goal in mind for the intended audience. Quality and appropriate channel distribution of content should be given top priority.

I hope this blog is helpful to companies of all sizes and to aspiring content creators as well.

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