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Micro-content: Delivering on Omnichannel Strategy

Miriam de Groot
Unscatter your content and choose micro-content for your omnichannel strategy

We have all experienced the importance of a strong digital presence in today's market. While the covid pandemic paralyzed physical stores around the globe, digital business flourished and prospered.

Organizations who were reluctant to move digital felt the pain from this and most of them eventually moved online too. The pandemic has been an accelerator, fueling digital business and digitization. It has also fueled both digital consumption and expectations. Organizations’ customers are working, surfing, and are being entertained online. Demands are high, and so are their expectations. The sheer amount of content is becoming a challenge.

The growing amount of content

We used to adapt and adjust based on the needs of the channel or the systems, fueling these channels. Though this has been a way to solve the channel requirements, a growing amount of content variations lived within the organizations’ ecosystem of suppliers, departments, and system storages.

We organically and slowly introduced organizational complexities and procedures to meet content requirements throughout the organizations. But in these times of accelerated digitization and increasing content consumption, we need to reshape how we deliver omnichannel content across our channels and platforms.

A logical step would be to introduce centralized storage of all content that can be used in more than one channel. But that approach has some important downsides. First of all, not all content is created equal. As content is often developed from the perspective of a channel, it won’t automatically be suitable for other channels. Secondly, history tells us that centralization is a mirage. Channel systems are there because they’re good at providing an editorial environment for managing content in the context of a specific channel. A single system that can be the best at everything does not exist.

Be efficient with micro-content

A better approach is to decouple content that’s suitable for omnichannel purposes. This content is small, contextually relevant, and useable in multiple scenarios. This content is called micro-content. Content, such as an image, tagline, small piece of text, or a short video which allows for greater efficiency through agile and data-driven marketing, ephemeral marketing, reduced time-to-value, and lengthening the content lifetime value.

Micro-content is suitable for modern methodologies like agile and data-driven and can fuel channel and marketing systems with optimized content across all systems and along the customer lifecycle. That’s why we call micro-content in an agile and data-driven context: agile content.

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