Content is everywhere: data and consistency for a successful multichannel marketing
95% of buyers use more than one channel, and 73% prefer to do so in an integrated way. This is no longer a trend, it is today’s norm, with a customer journey inevitably fragmented across a network of entry points including Google, social media, AI, and communities. Continuing to focus everything on a single channel or working on various touchpoints in an approximate manner means ignoring how people move today.
Instead, you need a methodically built presence that can bring together languages, formats, and objectives, because only then can every piece of content truly contribute to the user’s journey. This is the essence of Content Everywhere, and it is precisely from here that Search Everywhere Optimization is born, the principle behind the new SEOZoom: transforming analysis, data, and tools into a complete roadmap for visibility, inside and outside Google. This is what distinguishes those who are found from those who are remembered today.
What is multichannel today
Multichannel is the way people experience content.
They discover a brand on TikTok, search for it on Google, read a review on Trustpilot, listen to a podcast, ask ChatGPT a question, click on a link from a newsletter, and make a purchase after seeing a story on Instagram.
Every channel becomes part of a journey, even if no one decides this from the outset. It is the result of a hyperconnected digital ecosystem, where platforms do not follow one another, but overlap. And where every space can become a point of contact: a tweet, a SERP, a WhatsApp notification, a voice in a virtual assistant.
During SEOZoom Day 2025, Elisa Contessotto hit the nail on the head: communication can no longer be organized in separate blocks. We need a big picture that allows content to circulate across different platforms while maintaining identity, tone, and relevance. It is this—the principle of Content Everywhere—that transforms a message into a coherent experience. Because being multichannel does not mean repeating the same content everywhere, but understanding what to expect from each channel, adapting the language, and respecting the dynamics of the audience. It means working with the goal of being recognizable, even when you change format.
If you think of your strategy as a collection of isolated pieces, each piece of content struggles. If, on the other hand, you build an integrated system, each piece of content reinforces the others. And when that happens, you really begin to own your space: with effectiveness, continuity, and vision.
The customer journey has changed: every touchpoint counts
For years, we imagined the user journey as a funnel, a linear path that started with a generic search and narrowed down to conversion. This vision, reassuring in its simplicity, is now a strategic relic, as we have also seen when analyzing the e-commerce funnel today.
The reality is that there is no longer a single starting point or destination. Modern users navigate a dense and interconnected digital environment, where every platform can be, depending on the moment, a search engine, a source of inspiration, a place for discussion, or a point of purchase. Their journey is a web of micro-moments, a continuous leap between informational, social, and experiential environments.
People move in an irregular, often unpredictable way. They seek information, but at the same time they are influenced, intrigued, and build trust in small steps, moving from one channel to another. It is a process made up of moments: a post that catches the eye, a video that clarifies a doubt, a comment read at the right time.
Every point of contact can then become an opportunity to make yourself known, to strengthen the relationship or to lose it. And this means one thing: every piece of content you produce must also be designed according to where and when it will be intercepted.
You can no longer think that the audience will adapt to your message. It is up to you to decide how to be found at the right time, in the right place, with the right language.
From the first click to the last impression: the multiplication of entry points
If the customer journey is made up of micro-moments, the first interaction can come from anywhere because there is no longer an orderly sequence. Some people encounter you for the first time on Google, others through a video on Instagram, and others by reading a comment in a community. Every channel has become a possible starting point, and this changes the way you need to design your content.
You need to think of every asset—a product sheet, a guide, a social media post—as a potential first impression. And always ask yourself: if a user arrived here, would they understand who I am, what I do, and why they should trust me? In a multi-channel strategy, consistency starts at the front door. But today, there are many doors, and they all matter.
Take a look at these numbers to understand the scope of this concept. Research conducted by Find revealed that the majority of users (60%) rely on a mix of platforms to inform themselves and make decisions, while a PwC survey reports that 73% of consumers use multiple channels to research and purchase products.
Simply put, visibility on a single channel, however dominant, only captures a fraction of the decision-making journey. Ignoring YouTube searches, questions asked to conversational AI, discoveries made through social media, or queries on large marketplaces means voluntarily giving up on understanding and influencing a significant portion of your audience at the exact moment they need you.
Consistent experiences, even in fragmented contexts
In this new journey, however, it is not enough to just be there: you have to do it with continuity. This does not mean quantity, but consistency. A recognizable brand is one that manages to maintain the same identity even when it changes format, channel, or tone.
Obviously, you don’t have to repeat the same things over and over again, but you do have to work to ensure that those who encounter you at different times and in different places perceive the same value, the same approach, and the same attention. Even when the interaction lasts only a few seconds.
Useful, well-contextualized content on a social media channel can spark interest; an evasive or absent response from an AI can extinguish it forever. Every point of contact is a test: passing it strengthens the relationship, failing it opens the door to competitors.
Overcoming silos: an integrated strategy is needed to orchestrate meaning
There are two common problems in “short-sighted” digital strategies.
The first is isolation: each team works on its own channel, each piece of content is created with a different goal, and each message follows independent logic. The result is a fragmented presence, where each piece communicates something, but none reinforce each other.
This happens because for years we have worked in siloed departments: SEO on one side, social media on the other, email marketing in a corner, and paid campaigns managed separately. But today, if you want your content to really have an impact, you need to design it together, thinking about how each asset can support the others.
But here we come to the second mistake: the instinctive reaction of many companies has been to “be everywhere,” opening profiles and producing content for every emerging channel, without realizing that a simple sum of presences does not constitute a strategy. Indeed, without central direction, it risks turning into chaotic background noise that dilutes the brand identity rather than strengthening it.
The real challenge is no longer technical or quantitative (being on X channels), but purely strategic and qualitative: how can we build a brand experience that is consistent, recognizable, and valuable in every context, speaking to different audiences in appropriate languages but without ever betraying our essence?
It is the logic of serious multichannel communication that brings concrete results: ideas multiply, content lasts longer, and strategy becomes more solid. Not because more is produced, but because every effort has more applications, more drive, and more connections.
The right idea comes from integration
When you get used to working through separate channels, you risk limiting your creative potential. Each piece of content is designed to meet a specific objective, in a specific format, on a single platform. But this approach isolates, creates independent silos, and often leads to wasted resources.
So every piece of content is born and dies on its own channel. You have a post for social media, an article for the blog, a DEM for the newsletter. Do they work? Maybe. But they don’t talk to each other. They don’t help each other. They don’t build a strategy, just a list of publications and schizophrenic communication: a formal tone of voice on the blog, an irreverent one on TikTok, a promotional one in the ads. Exposed to this cacophony and conflicting stimuli, users do not perceive a clear identity and struggle to build trust.
Integration, on the other hand, opens up space for stronger and more flexible ideas. You don’t just ask yourself “what to publish,” but start building content that can live in multiple contexts, reinforce each other, and accompany users along different paths. Start with a unique analysis, choose common goals, and build content that makes sense in multiple contexts. It’s the opposite of duplication: it’s optimization. When SEO, content, advertising, social media, and email work on a shared basis, you’re not just doing more. You’re building a system, without sacrificing the specificity of each medium.
Content as the common thread between functions and tools
Content is the only element that runs through your entire strategy. It is present in your blog, social media, ads, automations, videos, and email streams. Yet it is often treated as a separate piece, disconnected from the logic that drives other tools—or, at best, the same message is simply copied and pasted onto different platforms, perhaps with a graphic adaptation.
If, on the other hand, you start treating it as a connector, everything changes. Well-constructed content can serve SEO, inspire a campaign, feed a newsletter, become a high-performing post or a chapter of a podcast. But this only happens if you design it with awareness: starting from the data, understanding what interests your audience, and choosing the most effective levers to convey it.
And then, let’s repeat it, you need real strategic consistency, which consists of maintaining the pillars of your brand identity (values, tone of voice, business objectives) and adapting them natively for each channel. It means designing content that, while changing form and language to suit the expectations of the audience of that specific platform, remains unmistakably faithful to the narrative core of the brand. It is a work of cultural translation, not simple republishing
. Every tool has its role, but it is the content that gives meaning to everything. It is what can transform a series of disconnected actions into a unified strategy. As Elisa Contessotto said, effective content is not content created for a specific channel, but content that can live in multiple environments while maintaining meaning and consistency. And if you work this way, you realize that each publication is not a point in itself, but a step forward in your relationship with those who listen to you, read you, and choose you.
SEO as the basis for a smart multichannel strategy
Speaking of silos, SEO must also change its role and can no longer be the sole driver of your strategy; rather, it is the starting point from which to build a broader and more coherent presence. Google searches continue to be one of the main channels for intercepting informed demand, but if you stop there, you risk ignoring the rest of the journey.
When you design content for SEO, you are already doing something useful: you start with data, analyze search intent, and build a message that is relevant to those who are searching. But that content can do much more if you consider it part of a broader strategy. It doesn’t have to be confined to one page. It can become the basis for other formats, other languages, other channels. And it can help you build a consistent message that accompanies the user even after the first click.
If SEO works on its own, without communicating with the rest, you are limiting yourself to a half-baked vision. Instead, Search Engine Optimization, when interpreted in its most advanced sense, is no longer just the discipline of ranking on Google, but becomes the analytical and strategic foundation of the entire “Everywhere” architecture.
From keywords to conversation
So, how do you do SEO today? It should be obvious by now that you shouldn’t just select keywords or search for the ones with the most volume: you’re observing the real language of people. Every search is a concrete expression of a need, a doubt, an intention. That’s why a well-done SEO analysis is not only useful for getting traffic, but also for understanding what your audience wants to know, how they ask for it, and what their expectations are.
People continue to express their needs, doubts, and desires through search queries, making search engines the largest and most sincere database of insights at our disposal. In fact, Google Search is the largest database of human needs, which, as Maslow’s pyramid explains, have a strong influence on our actions.
Starting with SEO allows you to tap into this real demand and use it as a basis for all other content, even outside the SERP. If you know what people are looking for, you can create better answers—not just for Google, but also for social media, newsletters, and automation. And you can do it with greater precision, without relying on intuition or trial and error.
It’s not about “recycling” keywords, but using them to open up broader, more targeted and consistent conversations. This is how SEO becomes a strategic driver, not just an optimization activity.
You don’t lose relevance: you expand your reach
The most common mistake is to think that SEO loses importance when you shift your focus to other channels, when in fact the opposite is true. If you start thinking in a truly multichannel way, you realize that SEO provides you with the most solid foundation for deciding where to invest, what to say, and how to communicate it. It becomes a database and source of insights that guides your choices even outside the SERP, telling you which topics are of interest, what questions users are asking, what content is already working, how to speak more precisely to your target audience, and where there is room to fit in.
When you expand your scope, SEO does not disappear, but is enriched and enriches your strategy. Monitoring ranking changes, new types of SERPs, or the arrival of AI Overview allows you to understand in advance where your visibility may change, and if you apply this type of analysis to your communications elsewhere, you can make much more targeted choices, saving time and resources for social content, newsletter structure, blog organization, or product page updates.
Your website is your home, not a rental
There is one more thing to remember.
In the age of distributed visibility, social channels, AI platforms, and marketplaces are “rented” spaces: powerful for reaching audiences, but governed by rules that are not your own and can change without notice. A website, on the other hand, is the only truly owned digital asset. It is the “home” of the brand, the place where we can control the user experience 100%, consolidate our narrative, collect first-party data, and build a direct and lasting relationship with the audience. All the threads of our “everywhere” presence should strategically lead here.
Content everywhere strategy: how to give shape and direction to content
For every piece of content, you have two challenges to face: finding the right format and reaching people at the right time. But first, you need to get organized.
The initial idea needs to be worked out methodically: define the central message, identify the channels where it can generate value, and decide the role that each version should play. Some content is designed to get you noticed, some to build trust, and some to guide people toward a decision.
They don’t have to be the same: they have to work together.
And even if there are no universal formulas, it can be useful to refer to a solid structure:
- A clear thematic core that can support very different variations.
- An adaptation plan that takes into account context, audience, and format.
- Control over tone and objectives to avoid contradictions or waste.
This planning does not only concern the content team, but also involves those responsible for SEO, social media, newsletters, performance, and branding. There is no need to do more. You need to do better, with a strategy in which every piece of content has a reason to exist, and every channel has a reason to be chosen.
4 questions to ask yourself before publishing
The second step is not to lose your focus when you get into the thick of production. When working with a content everywhere approach, you must also avoid mechanical production—content designed one piece at a time, without a strategic thread, which ends up taking up space without building anything.
The difference between content that works and content that serves a purpose comes from the planning and four questions that guide everything, from the initial brief to the choice of channel, from the writing to the tone of voice.
- Why does this content exist?
Every asset must have a specific role in the system: to inform, convince, reinforce, guide. It cannot exist ‘because it has to be done’ or ‘because we’ve always done it that way’. Asking why helps to distinguish between what is strategic and what is just filler.
- Who is it talking to, at what point in the journey?
Content changes completely depending on the audience and the moment it is encountered. A video on YouTube can be a discovery or an in-depth look, while a carousel on Instagram can stimulate curiosity or clarify a doubt. Understanding where the audience is at that moment—what they know, what they are looking for, what they expect—is essential for choosing tone, form, and objective.
- What other content can reinforce or be reinforced by this?
We’ve said it before: don’t work in silos. Every piece of content is a lever, a bridge, a reinforcement. If it doesn’t build connections with other messages, if it doesn’t fit into a broader narrative, it risks remaining isolated. Thinking about the interactions between content — not just its individual effectiveness — is one of the most underrated and most crucial steps in a multichannel strategy.
- What traceability and results do I expect?
The strategy doesn’t end with publication. All content must be measurable, not just in terms of clicks or views, but in terms of its actual impact on the user journey. Do you want to generate traffic? Nurture the relationship? Reactivate a cold contact? Drive sales? Metrics follow goals, but they don’t exist if you haven’t first decided what you really want to achieve.
Use SEOZoom to support your content ecosystem
If you want to build a content everywhere strategy, you need three things: reliable data, smooth processes, and tools that allow you to make sensible decisions in less time.
The new SEOZoom is designed for this. It is a platform that transforms strategic vision into an operational process, providing the data to make informed decisions and the tools to act quickly, finally overcoming the trial-and-error approach based on intuition and assumptions.
It all starts with analysis: the platform helps you understand what people are really looking for, what content already exists, where there are gaps to fill, and which keywords trigger generative, social, or special results. You can study the intent behind a query, the composition of the SERP, and the role of each channel in the decision-making process.
This gives rise to content that not only intercepts demand, but anticipates it and translates it into useful assets even outside Google.
And if your content moves across multiple channels, you need to keep track of it.
With SEOZoom, you can monitor which social URLs appear in SERPs, in which positions, for which keywords, and with what impact. This allows you to see if and how your social content contributes to organic visibility and to better coordinate messages across editorial channels and external platforms.
On a practical level, the AI writing section integrated into SEOZoom differs from ChatGPT because it goes beyond text generation: it is designed to help you build content that is already SEO-oriented, guiding you in topic selection, search intent analysis, and the creation of pages consistent with what really works in SERPs.
But the most strategic part emerges when you work with AI Engine and AI Overview in SEOZoom:
- the former tells you in advance if a piece of content has the right characteristics to be selected by AI engines such as Gemini or ChatGPT;
- the latter allows you to monitor how organic visibility changes with the introduction of Google’s AI responses.
This is where SEO stops being retroactive optimization and becomes a predictive lever.
Content everywhere means building a system where every piece of content makes sense, every channel has a role, and everything works in the same direction. SEOZoom doesn’t do everything for you. But it helps you make better choices, every day.
Moving from theory to practice
Today, SEOZoom is your single control room for an infinite number of stages. You no longer have to jump from a keyword research tool to a text editor, from a social planner to an analytics panel, because everything is at your fingertips and every step of the process is linked to the previous one, ensuring consistency and alignment with your initial goals.
And there is one last aspect that should not be overlooked: monitoring multiple channels only makes sense if you can measure their effectiveness, not only individually but also in terms of their contribution to the overall ecosystem. You need to understand what the data is telling you and know how to use it to correct your course.
With SEOZoom, you can monitor keywords, rankings, AI visibility, competitor performance, and the impact of social content. But above all, you can connect this information in a single stream.
Custom dashboards help you isolate the KPIs that really matter to your project. Reports allow you to present results to teams, clients, or stakeholders without wasting time on manual analysis. And all this is not an add-on, but a structural part of the work.
Because if data remains locked in tools, it’s useless. But if you have it under control, it becomes the basis for better decisions — every day.
Rethinking everything from a content everywhere perspective: FAQs and clarifications
For years, SEO was associated only with Google. Today, that’s no longer enough. Searches have shifted, platforms have multiplied, and texts are queried by people and algorithms in different ways.
Content work is not about writing, but about choices, method, and direction. Every brand today is called upon to be present in multiple places, with multiple languages, for multiple audiences, and only a systematically designed strategy can transform this presence into something useful, consistent, and measurable.
That’s why it’s not enough to update your content; you need to update the way you think about it. Multichannel communication forces you to make more informed choices, read data more carefully, and bring together elements that previously existed separately.
This necessity has led us to embrace the concept of Search Everywhere Optimization—not a play on words, but a paradigm shift—and to rethink SEOZoom as a platform capable of supporting every phase of content, visibility, and strategy work. The point is no longer just “how to rank on Google,” but how to occupy every space where a user can come into contact with your brand, supporting a strategy that keeps everything together: search engines, AI engines, social networks, editorial content, visual and text formats.
Like any real change, this phase raises new questions—practical, technical, strategic. Here we try to answer the most frequently asked ones.
- Does the “content everywhere” strategy mean publishing on all channels?
No. It means designing content that can be adapted and repurposed across multiple channels when it makes sense to do so. The goal is not to be everywhere, but to be where you need to be, in the right way, with consistent and relevant content. Each channel has a function: they should be chosen based on strategy, not fashion or habit.
- How do you decide which content to repurpose or transform?
You need to start with a clear vision of the core message, then ask yourself: where can it generate value? In what format? With what role? Some content works well only in long form, while other content needs to be summarized to attract attention. It’s not about replicating, but redesigning content to make it work in different contexts, while maintaining consistency and direction.
- How can I maintain consistency between different content published on different channels?
Consistency does not come from uniformity or form, but from a common foundation: tone of voice, values, priorities, and guiding message. If you are clear about what you want to communicate, to whom, and in what tone, you can adapt the message to any format without losing your identity. If every team works with the same guidelines, even very different pieces of content can sound “in harmony.” You need strategic direction, not a rigid script. The point is not to say the same thing everywhere, but to ensure that every piece of content contributes to strengthening your brand recognition.
- Is it possible to measure the effectiveness of a content everywhere strategy?
Yes, but it needs to be set up first. SEOZoom, for example, helps you monitor how your content performs on Google, in AI engines and—through SERPs—also in terms of the visibility generated by social assets. Traceability is an essential part of the process: not for vanity metrics, but to understand what really generates attention, trust, and conversions.
- What is the biggest risk in a poorly designed multichannel strategy?
Fragmentation. If each channel communicates differently, with disconnected messages and generic content, you not only lose effectiveness, but you also confuse the user and weaken your identity. A distributed presence only makes sense if each point reinforces the others.
- How often should a multichannel strategy be updated?
There is no set deadline. But if the data shows you performance drops, changes in user behavior, or variations in visibility results, you need to be ready to take action. The right approach is evolutionary: analyze, test, correct. And then repeat.
- What changes when AI engines such as ChatGPT, Gemini, or Perplexity come into play?
The way content is selected, displayed, and related to each other changes. AI engines don’t just return a list of results, they build concise answers based on what they consider relevant. This requires a change in approach: it’s no longer enough to be indexed, you have to be chosen. And to do that, you need more structured, reliable, and strategic content.
- How do you organize a sustainable production process from a multi-channel perspective?
You need to plan better—quality, not quantity. A good content everywhere strategy starts with a solid foundation: a strong idea, a clear plan for channels and objectives, and a real ability to adapt. That way, every piece of content can live longer, in more places, with less effort.
- Can even a small team implement a Content Everywhere strategy?
Absolutely. In fact, it’s even more crucial for a small team to be strategic. Instead of trying to be everywhere in a superficial way, a team with limited resources should use data to identify the 2-3 channels with the highest potential for their audience. The “Everywhere” strategy does not mean being on every channel that exists, but being on all channels that are relevant to your users, optimizing every single piece of content and effort to the maximum. Technology acts as a force multiplier in this. Choose the right channels, reuse content intelligently, and work on realistic goals.
- Can artificial intelligence really help me manage all this?
Yes, if used methodically. An AI assistant that works on real data and strategic objectives can help you analyze content, suggest ideas, improve texts, and validate keywords. It does not replace strategy, but it frees up your time and supports you in the more operational steps. SEOZoom has developed native tools with this logic in mind: integrating AI into the workflow without losing control.
- Does it still make sense to focus on the website if traffic ends up elsewhere?
Yes, if the website is designed as part of an ecosystem. It remains a fundamental space for in-depth analysis, positioning, and offering lasting value. But today, its content must be able to travel: be quoted, reposted, adapted. It is no longer enough to publish and wait: it needs to be integrated into a broader strategy that connects it to other channels.
- What is the difference between traditional SEO and Search Everywhere Optimization?
Traditional SEO focuses on Google rankings. Search Everywhere Optimization starts there but extends the strategy to all points where content can generate visibility and value: social media, AI engines, voice platforms, newsletters, and beyond. It is not a replacement but an evolution that takes into account the complexity of today’s landscape.
- In this new vision, what role does Google ranking play?
Google ranking remains a key indicator, but its role is changing. It is no longer the ultimate goal, but one of the main KPIs within a larger ecosystem. Good Google ranking is crucial for capturing explicit demand and strengthening the authority of the website, which acts as the central hub of the strategy. However, overall success is also measured by the visibility and engagement achieved on other “search engines” frequented by your audience.
- How do you measure the ROI of such a distributed strategy?
Measuring ROI requires a paradigm shift from last-click attribution models to more sophisticated models that take all touchpoints into account. It is essential to use integrated platforms that can track the user’s journey across channels. Micro indicators (engagement on a post, video views) and macro indicators (direct traffic, brand searches, lead generation, sales) are measured, seeking to correlate exposure on “high” channels of the funnel with conversions that occur on “low” channels.
