Orchestrating Omnichannel Discovery

Map and dominate the complete customer research journey across all discovery touchpoints.

Immediate Action: Discovery Touchpoint Audit

Platform Categories:
□ Search (Google, Bing)
□ Social Video (TikTok, YouTube Shorts, Instagram Reels)
□ Communities (Reddit, Discord, niche forums)
□ AI/LLM Results (ChatGPT, Perplexity, Google AI Overviews)
□ Traditional Social (LinkedIn, Twitter, Facebook)
□ Review Platforms (G2, Trustpilot, Yelp)
□ News/PR (industry publications, news sites)

For each: Current presence score (0-3), priority level, resource allocation

Phase 1: Research Journey Mapping

• Identify Decision Touchpoints - Map customer's 11+ platform research path
• Community Intelligence - Find niche forums and Reddit discussions in your space
• Video Discovery Analysis - Audit short-form video presence across platforms
• AI Visibility Assessment - Check brand mentions in LLM responses

Phase 2: Content Ecosystem Design

• Forum-First Content - Create authentic, experience-based content for communities
• Short-Form Video Strategy - Develop platform-specific video content
• PR-AI Pipeline - Generate fresh, authoritative third-party content
• Cross-Platform Amplification - Design content adaptation workflows

Phase 3: Integrated Execution

• Community Engagement - Active participation in relevant forums/Reddit
• Video Production Schedule - Consistent short-form content creation
• Digital PR Campaign - Target AI-crawled publications
• SEO-Social-PR Integration - Coordinate messaging across channels

Phase 4: Performance Optimization

• Discovery Analytics - Track brand mentions across all touchpoints
• Community Sentiment - Monitor forum discussions and Reddit threads
• Video Performance - Analyze short-form content engagement
• AI Mention Tracking - Monitor LLM response inclusion

Example 1: B2B SaaS Discovery Strategy Input: Project management software targeting mid-market Output:

• Reddit: r/ProjectManagement, r/startups authentic case studies
• Video: "5-minute setup" demos on LinkedIn/TikTok
• PR: Industry report on "Remote Team Productivity"
• Integration: Video demos reference Reddit use cases, PR quotes appear in LLM responses

Example 2: Consumer Brand Research Journey Input: Sustainable fashion brand Output:

• Communities: r/BuyItForLife, sustainable fashion forums
• Video: Behind-the-scenes manufacturing on Instagram Reels
• PR: Environmental impact study coverage
• Integration: Forum discussions drive video topics, PR credibility boosts search rankings

Community Authenticity

• Contribute value before promoting
• Share genuine experiences and learnings
• Build relationships, not just drop links

Video Discovery Optimization

• Hook viewers in first 3 seconds
• Platform-native formats (vertical for TikTok, horizontal for YouTube)
• Include searchable captions and keywords

AI-Visible PR Strategy

• Target publications that LLMs frequently reference
• Include quotable statistics and frameworks
• Ensure fresh publication dates (AI models prefer recent content)

Cross-Channel Integration

• Use consistent messaging themes across platforms
• Cross-reference content (forums → videos → PR)
• Create content clusters that reinforce each other

Platform Siloing - Don't treat each platform independently; customers move between them

Inauthentic Community Engagement - Avoid obvious self-promotion in forums; provide genuine value first

Video Platform Confusion - Don't use identical content across platforms; adapt format and style

PR-SEO Disconnect - Don't separate PR and SEO efforts; AI models blend these sources

Measurement Myopia - Don't track platforms individually; measure the complete discovery journey

Content Calendar Chaos - Don't create separate calendars; integrate all touchpoints in one planning system