Multi-channel, multi-return

We've introduced the notion of "Return on Content" as a way to measure how much content management systems go beyond simply getting content "under control" to actually allowing you to get measurable business returns by using your content more effectively. One of the simplest ways to improve Return on Content is to increase the number of customers who see the content.  But how to do this?  Customers are overwhelmed with information already.  It has been notoriously hard to gain their attention.

One of the most basic ways is to "throw a wider net" which in marketing circles means, get whatever content you have out to as many different customer touch points as possible.  In short - every promotion, campaign, article, product launch or whatever initiative should be available to all the different channels that a customer might use.  By going multi-channel, you can avoid competing for attention within the "noise" of any given medium.  Also each channel compliments the other.  A customer who sees an advertisement in their newsletter might do nothing until they see it again as a promotion on your web site.

Too often, some channels are left out or treated as an afterthought of the campaign.  With today's technology, no channel should be ignored.  You never know where your customers are going to be when the finally decide to act in response to your messages.  Covering all the bases is the first step to increasing your returns.