How do you ensure consistency in messaging across all of your brand’s digital channels and deliver a true omnichannel experience?

1. Create a "Channel Guide" outlining owned and paid channels, and a "Persona" list where you segment out customer profiles relevant by title or organization
2. Identify where the "Personas" you identified play in each of the "Channels" listed in your guide, and identify overlap in titles/accounts across the campaigns you're running
3. In the Campaign Planning process, designate a point person who reviews the channel strategy for all product marketing teams, who is able to comb through and identify satured audience titles and organization
4. Have that point person connect with the Campaign Owner, alter the communication plan to identify points of personalization and the natural flow in how you want your audience to experience the campaign.
5. Have that point person work with an Analyst to retrospectively assess paid performance, apply insights to next planning cycle and "expected reach" of personas by channel.

Ensure you are using brand colors and terminology as well as graphics.

A thorough and detailed messaging document or messaging framework is a critical need for consistency across all communication channels. This should be prepared with the input of technical experts and signed off by leadership.

A strong messaging and positioning framework serves as the foundation for maintaining consistency across all digital channels. It ensures that every piece of communication, whether on social media, websites, or marketing materials aligns with the brand’s core identity and strategic objectives.

I use a two-page messaging framework guide that offers a few different lengths for marketers depending on the medium. How our field marketers discuss cloud migration/modernization in a social post versus a long form exec-level presentation should feel consistent. That’s why we offer “elevator pitches” with high value UVPs and longer descriptions that include proof points and customer references. 

I wouldn’t say this is groundbreaking, but I put a lot of effort into making it easy to scan, copy/paste, and use as inspiration for new content ideas.