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In many ways, omni-channel content marketing does exactly what it says. It is a method of content marketing that considers multiple channels. Everything from your social media and website to your in-store experiences. So far, so uncomplicated. But it's the "whys," "wherefores," and "how's" of this concept that make it particularly useful and worthwhile to investigate.
Responsibilities are distributed and departments are formed within a business primarily for convenience. Roles are assigned based on skill sets and the aspects of a business that are the most closely related. Departments are sometimes preserved because that is how it has "always been done." When a staff member leaves, in some cases, a new employee simply fills the void, with structures rarely shifting - despite changing business landscapes. This is one of the reasons why many businesses still have illogically separate digital and marketing teams. Despite the fact that digital is becoming an increasingly important aspect of marketing, many businesses still have a digital division as well as a marketing department. While cooperation between these two areas is possible, The schism frequently results in disjointed strategies that perform far less effectively apart than they do together. Budgets can become silos, communication between teams can be patchy, and messaging can be inconsistent, all of which reduces overall effectiveness.
