Omnichannel publishing
Description
In the modern customer journey, a user might start researching a product on a mobile app, check specifications on a website, ask questions via a chatbot and finally make a purchase in a physical store. Omnichannel publishing ensures that the information they encounter at every step is accurate, up to date and contextually relevant. It eliminates the frustration of finding conflicting prices, outdated specs or disjointed messaging on different platforms.
The core principle behind omnichannel publishing is COPE (Create Once, Publish Everywhere). Instead of creating separate content for mobile, web and print (which leads to silos and duplication), organizations create content once as structured, reusable components. This "single source of truth" is stored in a centralized content hub – such as a headless CMS or Component Content Management System (CCMS). From this hub, content is delivered dynamically via APIs to any endpoint. Connectors and delivery frameworks ensure that the right content reaches the right device at the right time – whether that’s a traditional website, a Voice assistant, an Internet of Things (IoT) device or an Artificial Intelligence of Things (AIoT) platform. This architecture allows brands to scale their presence to new channels instantly without re-authoring content, ensuring that their message remains consistent even as technology evolves.
Example use cases
- Retail: Delivering hyper-personalized product offers and inventory data.
- Pharma: Ensuring that critical safety information and labeling are identical across patient portals.
- Field service: Pushing equipment manuals and Augmented Reality (AR) overlay instructions to smart glasses.
- Support: Powering chatbots, help centers and voice assistants with approved troubleshooting guides.
- IoT: Streaming usage instructions or recipes directly to the screens of connected appliances.
Key benefits
RWS perspective
RWS views omnichannel publishing as the standard for intelligent enterprise communication. We help organizations break down the silos between marketing, technical and support content to create a single, connected ecosystem.
Through Tridion, our intelligent content platform, we enable the "Create Once, Publish Everywhere" model at an enterprise scale. Tridion combines the structural rigor needed for complex technical documentation with the flexibility required for digital marketing. Our Human + Technology approach ensures that while APIs and automation handle the delivery, human strategists and linguists maintain control over the quality, empathy and cultural nuance of the message. By decoupling content from its presentation, RWS helps brands future-proof their communication – ensuring they are ready to publish not just to the channels of today, but to the immersive experiences of tomorrow.