Editorial
The Gist
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Centralized knowledge base. Omnichannel content relies on a shared, well-maintained knowledge base to avoid confusing, inconsistent customer experiences.
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Content operations matter. Strong processes and collaboration across teams are essential to produce consistent, high-quality content for every channel.
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Personalization drives loyalty. Using customer data to tailor content across channels keeps interactions relevant and encourages long-term customer relationships.
As the number of ways consumers navigate the digital world continues to increase, businesses are under more pressure to deliver consistent experiences across those digital touchpoints. This digital consistency directly affects how people experience your business. Omnichannel refers to the ability to deliver content to any digital channel without disrupting the customer experience.
Customers love that fluid experience. Companies with strong omnichannel engagement strategies retain an average of 89% of their customers, while those with weaker strategies only retain about 33% of their customers.
But omnichannel engagement can be challenging to execute. Omnichannel customer experience can suffer for many reasons, but the biggest reasons include inconsistent knowledge management, a lack of a content operations strategy and personalization that falls short.
Table of Contents
- Inconsistent Knowledge Management
- No Content Operations Strategy
- Personalization That Falls Short
- Keep Listening and Keep Improving
- Core Questions About Omnichannel Content Operations
Inconsistent Knowledge Management
Knowledge management is foundational to a good customer experience. Your customers want relevant, helpful information with as little friction as possible. A properly architected and well-maintained knowledge base can deliver that, but many businesses miss the mark.
Everyone’s been a frustrated customer. Whether it’s from being bounced around a nonsensical purchase journey or looking for help content and finding three different answers in three different places, it’s not a good experience.
The entire goal of omnichannel content is to serve a consistent, seamless content experience no matter the channel or customer touchpoint. Achieving that requires a consistent knowledge base that’s properly maintained. And in businesses both large and small, when a knowledge base is built by siloed departments and cobbled together from the sum of the parts, content discrepancies creep into the knowledge base. This leads to customer frustrations with content that’s ROT (redundant, obsolete or trivial).
Break Down Content Creation and Management Siloes
Effective knowledge management for omnichannel content begins with breaking these content creation and management siloes and establishing a central knowledge base that every channel draws from. This is the foundation of a unified content experience, where every channel works to enhance and personalize the customer experience. This is the heart of omnichannel delivery. That said, omnichannel content delivery doesn’t work without a centralized knowledge base.
Related Article: Omnichannel Customer Journeys: Unlocking the Future
No Content Operations Strategy
Most organizations fail in knowledge management before they even get started by taking the wrong fundamental approach. The traditional approach to knowledge management is to buy a wiki and unleash the subject matter experts to populate it. Perhaps there is one person who is assigned to organize and oversee the implementation. This will look good at first, but ultimately it will fail as it becomes an ungoverned and unusable blob. To be successful, you’ll need a more deliberate approach.
Additionally, we can’t wave a magic wand of collaboration to get siloed departments to unify content creation and management. So, we must put systems in place to make sure that the way we create, publish and maintain content is fit for omnichannel content experiences.
Enter content operations. This refers to implementing strategies that combine people, processes and technologies to optimize content production. Having people, processes and technologies fully aligned is crucial for successfully deploying consistent content across an ever-growing number of digital touchpoints. Let’s zoom in on how they impact omnichannel content delivery.
People Are the Foundation of Successful Content Operations
Having the right people is critical. Just like software development, high-quality knowledge systems are built by specialists, often called information developers, or, more traditionally, technical writers. Content creators, regardless of title, must collaborate across departments. From the ground up, the folks who build content must be aware of what’s being created, updated and retired. Information developers form the connective tissue of an organization’s knowledge systems. They’re the critical ingredient to reaping the internal and external benefits of a strong knowledge posture.
Processes Bring Consistency, Speed and Scale to Content Creation
Well-established processes make routine tasks faster and allow teams to focus their energy on solving higher-order problems. Processes strengthen collaboration in content creation, make publishing faster and grow and connect content teams. A team of exceptional information developers is wonderful, but having distinct governance over the end-to-end content creation process is crucial to having the best content quality.
Technologies Enable Omnichannel Content Experiences
In an omnichannel world, having the right tech stack to support people, processes and end customers is key to giving yourself a fighting chance. Audit your technologies and map how they facilitate the content journey from ideation to delivery.
Aligning your content operations strategy with omnichannel content delivery will help you build seamless, channel-agnostic content experiences that customers expect.
Related Article: 10 Ways to Turn Organizational Silos Into Collaboration Engines
Summary of Content Operations Strategy
This table outlines the role of people, processes, and technologies in building a strong omnichannel content operations strategy.
| Element | Role in Omnichannel Content | Why It Matters |
|---|---|---|
| People | Content specialists (e.g., information developers) who collaborate across departments to create, maintain, and retire content | They are the connective tissue of a strong knowledge system and critical to ensuring accuracy and alignment across all channels |
| Processes | Governance frameworks and workflows that support content creation, publishing, and maintenance | Enable consistency, speed, and scalability, reducing friction and increasing quality across the content lifecycle |
| Technologies | Tools and platforms that support content ideation, production, personalization, and delivery | Ensure seamless omnichannel delivery and allow teams to meet customer expectations across all digital touchpoints |
Personalization That Falls Short
Good omnichannel content is tailored to real people. This means personalized content that uses behavior, data and history to improve a customer's interaction with your brand. Eighty-three percent of people say they’re more likely to stay loyal to a brand that offers a personalized experience. Conversely, almost two-thirds of people say they’ll stop buying from a company if it doesn’t personalize its service.
Kevin Nichols encapsulates personalization well. According to Nichols, personalization refers to any content contextually targeted based on who someone is, where someone is, what someone does, when someone does it, how someone does it and why someone does it.
Businesses regularly track customer data based on these points (and many more). Personalized experiences across an omnichannel customer journey come from using data to serve customers content they did not expect. This also helps continue their journey from the last point they reached.
Personalized Journey
A customer starts browsing on your website and makes an account. Then they decide they’d rather have your mobile app. The brand experience between the website and app should be a seamless continuation of the customer’s last interaction.
Personalized Content
A customer needs help with a product they’ve purchased. You have that customer’s purchase history and notice they’ve navigated to your help site. Based on their purchase history and help navigation, your help chatbot pops up with the three most sought-after help articles based on that product, and it gives them relevant options without any effort on their part.
The real reason for omnichannel anything is connecting to customers and making digital navigation of your business quick, easy and refreshing. Good omnichannel doesn’t announce itself. It’s a seamless backdrop that makes every customer touchpoint a step toward their goal.
Keep Listening and Keep Improving
As omnichannel becomes the standard for digital experience delivery, we have a greater opportunity than ever to hear the voice of customers from a myriad of channels. Organizations can strategize internally as much as they like, but hearing directly from customers who experience their digital presence provides priceless insight.
This is an ongoing optimization effort. Customer experience is constantly evolving, and we’re constantly changing how we stand up digital-first businesses. Build up your omnichannel strategy by unifying content and delivery. Then harness customer data, and use their voices to create bespoke customer experiences that they’ll want to revisit again and again.
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Core Questions About Omnichannel Content Operations
Editor's note: Key questions surrounding the role of content operations in delivering consistent, omnichannel customer experiences — and how to get them right.
Governance frameworks and repeatable workflows enable faster publishing, stronger collaboration and reduced friction, helping teams scale high-quality content effectively.
Content professionals — like information developers and technical writers — are essential to maintaining accurate, unified knowledge across all channels and touchpoints.
Even well-meaning efforts collapse when content teams work in silos, knowledge systems are inconsistent and there’s no clear process guiding content creation and delivery.
Without the right tools to support creation, personalization and delivery, organizations can’t meet customer expectations across diverse digital channels. The right tech connects it all.
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