Key Takeaway

  • Omnichannel Strategy: Create a seamless experience across all platforms, ensuring consistent messaging while tailoring content to fit each channel's unique characteristics.
  • Content Repurposing: Maximize your content's reach by adapting it for multiple platforms, transforming one piece into various formats.
  • Email Marketing: Build lasting relationships through email marketing by focusing on delivering value and using incentives to grow your subscriber list.
  • Long-Term Value: Not all social platforms have an immediate impact. Treat Pinterest as a visual search engine, leveraging its potential for long-term traffic and engagement, similar to organic search.
  • Measure What Matters: Focus on meaningful metrics like engagement and saves rather than vanity metrics. Use data to refine your strategy continuously.

Are you struggling to maintain a consistent brand message across multiple online platforms?

You're not alone. 

These days, audiences are scattered across the digital landscape, making creating a cohesive content strategy or overall brand strategy across channels more challenging than ever. 

So what’s a brand to do? We tapped into the expertise of two content marketing powerhouses, Allea Grummert, the founder of email marketing agency Duett, and Pinterest marketing strategist and consultant, Kelsey Vetter, to find out.

Tune in below to learn how to create an effective omnichannel strategy to make your content work harder, instead of just being harder to create.

Interested in reading only the highlights from the discussion? Keep scrolling to read on.

 

What is an Omnichannel Content Strategy?

First things first: what is an omnichannel content strategy? 

It's not just a fancy buzzword. 

 

 

In short, an omnichannel content strategy is about creating a seamless, cohesive experience for your audience across all your channels. It's not just about being everywhere; it's about making sure your content tells a consistent story, no matter where your audience finds you. 

“With omnichannel marketing,” says Kelsey, “you're thinking about how each piece of content fits into the larger picture and how it guides your audience through your entire content ecosystem." 

This approach ensures that your content isn't just scattered across platforms but instead works together to create a unified brand experience. 

To better understand the difference between multichannel and omnichannel strategies, consider this comparison:

 

Multichannel

Omnichannel

Uses multiple platforms separately

Uses all platforms together

Platforms work independently

Platforms work together seamlessly

Focuses on individual channel performance

Focuses on overall user journey

The payoff? You're not just casting a wider net – you're creating a more engaging, consistent, and effective content strategy that can seriously amp up your traffic and keep your audience coming back for more. 

This strategy has worked well for Kelsey: 

"One of my clients has over a million followers on TikTok and over a million followers on Instagram. They've got 50,000 YouTube subscribers. They're doing all the things, they're showing up. Since implementing a Pinterest marketing strategy, they are now getting more website traffic from Pinterest monthly than TikTok and Instagram - those 2 million followers combined." 

So, what does this mean for you? 

The takeaway here is to start evaluating your current content strategy. Consider how you can integrate multiple platforms to create a cohesive experience for your audience. By diversifying where you show up and ensuring that your messaging is consistent across channels, you can unlock new opportunities for traffic and engagement.

Squeeze More Juice from Your Content: The Power of Repurposing

Here's where things get exciting. With an omnichannel approach, you can turn one piece of content into a content buffet. 

This mindset opens up a world of possibilities for maximizing your content's value – and can result in some unexpected benefits. 

"We implemented a Pinterest marketing strategy [for an online boutique],” Kelsey recounts. “They started showing up where their ideal audience is, not only did it generate more revenue in traffic, but it also led to somebody from the Anthropologie retail chain finding their products on Pinterest and reaching out to them." 

So how can you do it yourself? Here’s a basic breakdown:

  1. Blog post: Create a comprehensive article on your main topic
  2. Pinterest: Design visually appealing pins highlighting key points from the blog post
  3. Instagram: Share eye-catching graphics or product photos with captions derived from the blog content
  4. Email sequence: Break down the blog post into a series of emails, introducing subscribers to different aspects of the topic
  5. YouTube: Record a video expanding on the blog post content
  6. Podcast: Discuss your blog post topic with a subject-matter expert
  7. Infographic: Summarize the main points of the blog post in an easy-to-share visual format

This approach is especially powerful in email marketing. "When I create welcome and nurture sequences for clients,” says Allea, “we're often asking them, what other platforms are you on that you're already creating content on that we just need to tell your email audience about?" 

This allows them to: 

  • Introduce email subscribers to content on other platforms
  • Reinforce the message across multiple touchpoints
  • Provide value to the audience by curating the best content

In short, by repurposing your content across channels, you're not just working harder – you're working smarter, ensuring that each piece of content you create has the maximum impact and reach.

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Tailor Your Content: One Size Doesn't Fit All

If you’ve never used an omnichannel strategy before, it might be tempting to simply post the same content everywhere. But that won’t work. While your core message should remain consistent, how you present it needs to be tailored to fit each channel if you want to connect with the audience that lives there.

It may be intimidating, but Kelsey says it’s worth the effort. 

"You just never know what's going to happen, who's watching, and what kind of business growth opportunities are available to you outside of channels that you're currently comfortable on."

This mindset can lead to unexpected opportunities and growth for your brand.

Here’s what an omnichannel content strategy might look like in practice:

  • Instagram: Use eye-catching visuals and Stories to engage your audience and showcase your brand personality.
  • LinkedIn: Focus on professional insights and industry expertise to connect with a more business-oriented audience.
  • Blog: Create in-depth articles that provide value and answer your audience's questions while optimizing for SEO.
  • Email: Personalize your email communication by segmenting your audience and offering tailored content that resonates with their interests.

And it’s not as difficult as it might sound – or it doesn’t have to be. As Allea aptly points out, you don’t have to chase perfection to make an impact: 

"If you have something helpful that'll move someone forward, even if it's, like, by this much or encourage them this much or inspire them this much, like, send the dang email. Mine all have, like, Brooklyn 9-9 gifs in them. Professional is one thing, but helpful is what matters more than anything." 

The key is to maintain your brand voice while adapting your content to fit each platform's unique characteristics. It's about speaking the same language with different accents. Your core message stays the same, but you're tailoring it to each platform's specific audience and format. 

Remember, the goal is to create a cohesive experience for your audience across all channels, guiding them through your entire content ecosystem no matter where they first encounter your brand.

Don't Sleep on Email Marketing

Think email is old news? Think again. It remains one of the most powerful tools for engaging your audience and driving traffic to your website. 

And it isn't just about sending out occasional newsletters. Great email marketing is about building lasting relationships with your subscribers. You want to create a connection that encourages them to engage with your content across all platforms. 

But first, you need to get them on your email list. 

One effective strategy is to offer valuable incentives for signing up. "Creating some sort of incentive in exchange for their email address is key,” says Allea. “Make sure it's aligned with the type of content you send out. So like, if you’re a food blogger, you don’t want to create a baby food checklist if 90% of your content is around dinners." 

Your incentive could be almost anything, as long as it makes sense for your brand: a free resource, an exclusive offer, or valuable content that resonates with your audience's interests. 

And when it comes to crafting your emails, keep it simple. You don’t need to overwhelm your readers with information. “One email can have one thing in it that's valuable in and of itself,” says Allea. “Then just hit send." 

This approach allows you to share useful insights without feeling pressured to create a perfectly curated newsletter every time. 

The takeaway? Focus on delivering consistent value and let your personality shine through. Your subscribers will appreciate the authenticity, and you'll foster stronger relationships over time. Email marketing can drive significant traffic back to your site while keeping your audience engaged and connected. 

Pinterest: The Sleeper Hit of Content Marketing

If you're overlooking Pinterest in your content strategy, you might be missing out on a goldmine of traffic. 

"Pinterest is basically Google, just pretty,” says Kelsey. “So it functions very much the same and the timeline is very similar." 

How is this possible? Well, unlike some social platforms where content has a short lifespan, Pinterest offers long-term benefits, much like organic search. 

“Pinterest pins last and drive traffic for literally years,” Kelsey notes. “Most of my clients who have been Pinterest marketing for a while, their top traffic driving pins are from 2021, 2022." 

This longevity means that the effort you put into Pinterest content can continue to pay off long after you've posted it. But to make the most of this platform, she says you need to approach it with an SEO mindset. 

"Foundationally, making sure you do SEO research specifically for Pinterest, what are the keywords, the search terms, the phrases that your ideal audience is actually searching on Pinterest?" 

She suggests using the Pinterest search bar for keyword research, as it provides valuable data on what users are actually searching for on the platform. 

But patience is key. According to Kelsey, “it can really take three to six months, if not more, to start seeing that kind of traffic you want upwards of twelve months to a year if you're really consistent with it." 

In other words, just like organic search, Pinterest marketing is a long game. By treating it as a visual search engine and applying SEO principles, you can tap into its long-term traffic potential and significantly boost your overall omnichannel strategy.

Measure What Matters

When you're just starting out with your omnichannel strategy, it's easy to get caught up in vanity metrics that don't tell the whole story. Both Kelsey and Allea emphasize focusing on what truly matters for your growth. 

For email marketing, Allea advises not to stress over metrics when you're just beginning: "Do not look at your unsubscribes. Do not look at honestly, your open rate, your click rate, it doesn't matter because your list is so little as it starts out. What's more monumental is that you're sharing your message and you're getting that muscle working that you get used to it." 

As for social media, particularly Pinterest, Kelsey warns against fixating on impressions if they’re not relevant: "A lot of people get really focused on impressions because that's always the biggest number and it's the one that grows the fastest and the quickest. And we're very used to focusing on views because that's what's really important on [most social media platforms]." 

Instead, she recommends focusing on engagement metrics: "[On Pinterest,] the important ones are going to be engagements. So someone clicking on your pin to make it bigger, clicking, saving it for later, any sort of engage, sending it to a friend, anytime that they engage with your pin at all, that's a really important metric." 

As your strategy matures, then you can start looking at more detailed metrics. 

"When it gets to be month two, month three, month four, and beyond of being consistent with Pinterest marketing,” Kelsey says, “the most important metrics are going to be saved and outbound clicks." 

In short, whatever platform you’re cultivating, don't get bogged down by numbers that don't matter in the early stages. Focus on consistently delivering value and engaging your audience. As your strategy grows, you can refine your approach based on more meaningful metrics that directly impact your goals.

Ready to Rock Your Omnichannel Strategy?

It’s time to put your omnichannel strategy into action.

 

 

Here’s your roadmap to an effective omnichannel content strategy:
  1. Audit Your Current Channels: Take stock of where you’re currently active and how well each channel is performing.
  2. Identify Opportunities for Content Repurposing: Look for ways to turn existing content into multiple formats that can be shared across different platforms.
  3. Craft a Cohesive Experience: Ensure that your messaging is consistent across all channels while tailoring it to fit each platform's unique characteristics.
  4. Start Small: Pick one piece of content and repurpose it across various channels to see how it performs.
  5. Track Your Results: Monitor engagement rates, conversion rates, and traffic movement between channels. Use this data to refine your strategy continuously.

Remember, building a successful omnichannel strategy takes time and patience. You won’t see results overnight, but with dedication and a willingness to adapt based on data, you’ll start to see the compound effect of your efforts. 

So, what are you waiting for? Stop spreading yourself thin and start spreading your content far and wide – the smart way. Your audience (and your traffic stats) will thank you.

Our expert team is ready to help you craft a seamless, cross-channel experience that keeps your audience engaged and your revenue soaring. Don't just play the game – win it with Playwire. Contact us today.

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