Creating content across all the channels your customers use isn’t optional anymore. It’s the baseline. McKinsey reports that over half of B2C customers switch between three to five channels when shopping or solving a problem, and omnichannel buyers spend 1.7 times more than single-channel shoppers. That’s a huge opportunity, but for many teams, it feels less like growth and more like juggling flaming torches.
So, what’s the solution? It’s not lowering quality in order to pump out more content. It’s building a streamlined process where one strong idea can cascade into blogs, videos, social snippets and emails – minus the chaos.
At Content Rebels, this is what we do best. In this guide, we’ll show you how we structure omnichannel workflows and streamline production processes. We’ll explain why process drives performance, and share how tools like Asana help us cut the busy-work so content teams can focus on what really matters: growing impact.
Omnichannel marketing vs multichannel marketing
Omnichannel marketing and multichannel marketing both use multiple platforms to reach customers. But here’s the difference: in multichannel marketing, each platform operates independently, whereas omnichannel marketing integrates them to deliver a seamless and consistent customer journey.
Multichannel marketing is like a band where each instrument plays a different tune – social, email, website – all doing their own thing. Sure, they’re trying to reach the same audience, but there’s no harmony. Omnichannel flips the script. It’s one brand voice, consistent across every touchpoint. Whether your audience clicks an ad, opens an email or scrolls your socials, the experience feels like part of the same conversation. One message, many doors. That’s what makes omnichannel worth your attention.
That modular, reusable approach makes your team’s life easier, keeps your brand voice sharp, and ensures your audience gets a seamless experience… no matter where they meet you.
A recent guide from Hygraph explains that omnichannel strategies rely on structured, modular content that can be pulled from a central system and sent to any front end. Businesses that nail this approach reap big rewards: consistent messaging, personalised customer experiences and faster time‑to‑market. Companies with strong omnichannel capabilities retain 89% of their customers, while those with weak strategies keep just 33%. When you’re fighting for attention, those numbers matter.
Where omnichannel content production goes off the rails
Omnichannel sounds great in theory, but day‑to‑day production can be messy. Writers juggle briefs for blogs, LinkedIn carousels and email campaigns. Designers and video editors are working from different calendars. Everyone’s inbox is filled with notifications. Without a clear process, things slip through the cracks.
At Content Rebels, Asana is the backbone of how we manage client work. Every client has two core projects: an internal Admin board (where our team handles all the behind-the-scenes tasks) and a client-facing board that makes progress fully transparent.
Tasks move through clear stages: brief, writing, editing, review, QA and client feedback. Nothing slips through the cracks. Each task carries an ‘effort’ estimate represented in minutes or hours, based on time-tracking data, which keeps workloads realistic and prevents overloading the team. And if a task consistently takes longer than expected, we update the estimate and share the insights. That way, our process becomes smarter, leaner, and more effective over time.
An overflowing inbox is one of the biggest stressors for content team. Asana cuts through that noise. Instead of endless reply-alls, tasks carry simple icons: an hourglass if you’re waiting on someone else, a diamond for milestones, and a tick when it’s ready to roll.
Team members can customise notifications or use Asana’s Inbox to focus only on what matters. That could be tasks assigned to them, @mentions, or work they’ve delegated. And because every task is linked in the workflow, marking your step complete instantly notifies the next person. No chasing, no email clutter. Just smooth handovers.
The Rebels’ framework for streamlined omnichannel workflow production
1. Start with a unified strategy
You can’t streamline production if you’re making it up as you go. Begin by reviewing your brand’s communication goals and audience. Hygraph recommends documenting which channels suit each stage of your funnel and defining key pillar messages that you can repurpose across platforms. Once you’ve mapped this out, build a modular content plan so your copywriters and designers know exactly how a long‑form article will be sliced into social posts, email teasers and short videos.
2. Build a repeatable content production workflow
Don’t reinvent the wheel for every campaign. In Asana, we use templates for every content type. Each template includes all the sub‑tasks (brief, writing, editing, review, QA, client approval), with dependencies set so the team always knows who’s on deck. Instead of rigid single due dates, we assign smart date ranges that reflect the actual effort required. If a task should take eight hours spread over two days, the timeline shows that, giving the team flexibility while still keeping projects on track. The result: less admin, fewer surprises and deadlines that stick.
3. Get visibility into capacity
Nothing derails a project faster than an overloaded team member. Asana’s My Tasks view gives each person a clear picture of their own workload. For a broader view, we use a What’s On portfolio, which shows each person’s workload against their available hours and highlights weeks where capacity might be an issue. If someone is heading into the red, we redistribute tasks before they become a problem. Transparency like this fosters trust and stops burnout before it starts.
4. Communicate early and often
Clear communication is the glue that holds omnichannel workflow production together. Encourage your team to update task comments with status, attach working documents in the designated fields and mark tasks complete when their part is done. If a deadline changes or a brief is unclear, speak up immediately. And don’t wait for frustrations to fester. There are no silly questions, so reach out to your content lead or project manager when you need help.
5. Use data to optimise
After each campaign, review how long tasks actually took compared to their ‘effort’ estimates, and whether deadlines were realistic. Did your blog-to-social workflow run smoothly? Were design assets delivered on time? Use these insights to refine your templates and adjust team capacity. This iterative improvement is how you turn a process into a finely tuned machine.
The Rebels’ mindset
Finally, remember that ‘busy’ is not a badge of honour. The goal of streamlining is not to cram more onto your plate, but to create space for creativity and strategic thinking. Omnichannel content is demanding, but with a solid strategy, a repeatable workflow, clear visibility and a culture of communication, your team can deliver more value with less chaos.
At Content Rebels, we take pride in challenging the status quo and finding better ways to work. It’s not about being perfect. It’s about being effective.
If you’re ready to tame the omnichannel beast, we’d love to partner with you. Let’s chat today.
Founder of Content Rebels | Proud marketing and strategy nerd
