Multichannel refers to having equivalent, or identical, content available in many different delivery channels. Unless all the content used for all the channels is centrally managed, the organization runs the risk that the content distributed in different channels will be inconsistent. When customers switch between channels, they may find information is presented slightly differently, or they may re-encounter information they have viewed previously in another channel. These issues have prompted the development of omnichannel content delivery.
Multichannel content is a good option when the same content is equally effective in different channels. If the content is not “context sensitive”—variable depending on different customer journeys—delivering the same content to all channels can be an effective option.