Omnichannel is a strategic approach businesses use to provide content at every channel, or distribution point within a customer’s experience with a brand. In contrast to multichannel, omnichannel is much more complex and all-encompassing to a consumer’s experience with an organization or brand. It is often said that Martha Stewart is the mother of omnichannel experience. Before this phase was widely used, Martha named her company Martha Stewart Living Omnimedia. Stewart starts with stories related to her cookbooks, magazine, products, and do-it-yourself content. She then optimizes aspects of these stories through a variety of media: books, magazines, television programs, websites, mobile apps, and in-store experiences. In the past, Martha’s TV show referred to her cookbooks, her magazine referenced both, and she published her content in traditional and digital media. In each case she—Omnimedia—created unique, channel-specific content that drew from the strength of the channel.
Today, we live in what many are calling an ‘always-on’ world with various ways to consume content. For organizations that produce content, grasping the concept of omnichannel will prove critical in supporting consumers' needs and competitive differentiation. Omnichannel provides content at every consumer touchpoint or channel and considers time, manner, and place. Omnichannel includes print, digital, in-store, and person-to-person interaction.
Time: 9:00 am - 4:00 pm
Location: McGill University (Downtown Campus)
Fee: This complimentary workshop is brought to you by the McGill School of Continuing Studies’ Digital Content and Community Management Professional Development Certificate.
This hands-on, instructor-led workshop identifies the key considerations of omnichannel content strategy, its growing importance for businesses; and demonstrates how to create a successful content strategy framework to support various channels. These include: a roadmap with incremental rollouts of omnichannel experiences, customer journeys, and analytics to measure its success.
- Understand omnichannel and key considerations for its success.
- Learn how to create a content strategy framework for omnichannel that does not boil the ocean, but manages its complexity in iterative roll-outs and cycles. (Participants will build a roadmap in an instructor-led exercise.)
- Gain an understanding of the operational and organizational models required to support and sustain omnichannel
- Survey the role of customer journeys and how to build an omnichannel, end-to-end customer journey. (Participants will build an omnichannel customer journey in a break-out exercise)
- Understand the different types of analytics and metrics necessary to support an omnichannel framework and drive a performance-driven, customer-centric mod
Kevin P. Nichols, Director and Global Practice Lead for Content Strategy at SapientNitro
Kevin P. Nichols is an award-winning thought-leader, digital-industry enthusiast, and author with over 18 years of professional experience. For nearly five years, Kevin has grown and led one of the largest and most successful global content strategy teams. You can learn more about him at kevinpnichols.com.
Kevin is the author of two books: Enterprise Content Strategy: A Project Guide and UX for Dummies, which he co-authored with Donald Chesnut.
Rebecca Schneider has extensive experience in content strategy, librarianship, and knowledge management. She formed Azzard Consulting, a content strategy services and staffing firm, with the conviction that there are better ways to manage content. Rebecca has worked in a variety of industries including automotive, retail, education, international development, telecommunications, semiconductors and financial services.
E-mail: pd.conted [at] mcgill.ca