Thirty years ago, marketing content primarily existed on printed materials like magazines and billboards. Today, we see it just about everywhere in our daily lives. Ads on social media serve up relevant advertisements, storefronts flaunt the latest products, and our email inboxes receive a healthy flow of promotional material linked to offers and personalised suggestions of what we might like to consume that suit our interests and choices.

When you think about it, you expect consistent, engaging and personalised experiences across all these mediums, and so do your customers. But, curating and delivering content for each platform, tailored to each individual personal preference, is no easy undertaking. Too often, the management processes include copying and pasting information or making small changes to images and text to suit each channel. Hubspot’s State of Marketing report found that the average marketer spends 6 hours daily manually completing administrative or operational tasks similar to these.

To meet customer expectations and overcome time-wasting challenges, you need a new approach to content management. This is where an omnichannel content platform (OCP) comes into play. With it, teams can plan, curate, manage, localise, and distribute content across multiple channels from a centralised location. This is referred to as headless content delivery. What elements define this solution?

A modern retail business deals with more moving parts than traditional brick-and-mortar stores. You might serve customers in a physical store, but they also interact with your brands and products throughout the day. Social influencers promote products during your customers’ personal time, which leads to research during the day, with a final online purchase potentially made in the evening.

The list of channels available to engage with your customers (and just as importantly, for them to engage with you) continues to grow. Long-standing platforms such as LinkedIn and Instagram remain relevant, while new platforms like TikTok have become places for brands to communicate with customers.

Are you searching for the right solution to manage your content marketing strategy? I recommend you consider Sitecore’s Content Marketing Platform (CMP).