Orchestrating Omnichannel Brand Presence

Map your brand's current touchpoints:

Primary Touchpoints Audit:
□ Google Search (traditional + AI overview)
□ Reddit/niche forums
□ Short-form video (TikTok, YouTube Shorts, Instagram Reels)
□ Social media feeds
□ Review platforms
□ Industry publications
□ Podcast mentions
□ LinkedIn discussions
□ Community forums
□ Direct website
□ Email/newsletter mentions

Missing touchpoints: _______________
Priority gaps: ___________________

Phase 1: Touchpoint Mapping

1. Identify your customer's 11+ research platforms
2. Audit current brand presence on each
3. Prioritize gaps based on audience concentration

Phase 2: Content Ecosystem Design 4. Create foundational content for each platform type:

• Forum-native discussions (authentic, helpful)
• Short-form video content (discovery-focused)
• PR-worthy news and insights (AI-feed ready)
• Social proof and community engagement

Phase 3: Integration Strategy 5. Link PR campaigns to social amplification 6. Seed forum discussions with genuine expertise 7. Repurpose long-form content into platform-specific formats 8. Create feedback loops between touchpoints

Phase 4: AI Optimization 9. Structure content for AI model consumption 10. Focus on fresh, authoritative, third-party validation 11. Optimize for conversational search queries

Progress Tracker:

• Touchpoint audit complete
• Content pillars defined
• Cross-platform integration mapped
• AI-optimization implemented
• Performance metrics established

Example 1: SaaS Tool Launch Input: New project management software targeting remote teams Output:

• Reddit: Authentic posts in r/ProjectManagement sharing specific use cases
• TikTok: Quick demos of unique features
• PR: Industry report on remote team productivity
• LinkedIn: Thought leadership on async collaboration
• Podcasts: CEO interviews on future of work

Example 2: E-commerce Brand Input: Sustainable fashion startup Output:

• Forums: Detailed material breakdowns in sustainability communities
• Instagram Reels: Behind-the-scenes production content
• PR: Third-party sustainability certifications announcement
• YouTube: Care instruction videos
• Pinterest: Styling guides and lookbooks

Content Synchronization:

• Time PR releases with social campaign launches
• Use forum insights to inform PR angles
• Repurpose video content across multiple short-form platforms

Platform-Native Approach:

• Reddit: Be genuinely helpful, not promotional
• TikTok: Lead with entertainment value, education second
• PR: Focus on newsworthy angles and data

AI Optimization:

• Structure content with clear headings and bullets
• Include specific data points and expert quotes
• Create content that answers common questions directly

Cross-Platform Amplification:

• Use employees as authentic voices in forums
• Turn customer testimonials into short-form content
• Leverage PR mentions for social proof across platforms

Platform Mismatching:

• Don't use the same content format across all platforms
• Avoid promotional language in community-driven spaces
• Don't ignore platform-specific algorithms and timing

Integration Failures:

• Don't treat touchpoints as isolated channels
• Avoid inconsistent brand messaging across platforms
• Don't neglect the customer journey between touchpoints

AI Blind Spots:

• Don't ignore conversational search optimization
• Avoid thin content that won't satisfy AI model requirements
• Don't neglect fresh content creation for dynamic AI feeds

Authenticity Issues:

• Don't fake grassroots community engagement
• Avoid obvious promotional content in organic discussions
• Don't ignore negative feedback across any touchpoint