PHOTO: Jelleke Vanooteghem Want to deliver a better omnichannel experience for your customers? Then change the way you create and deliver content. Content plays a primary role in omnichannel strategy: Your customers expect clear, contextual information at every step of their digital journey, available on all their preferred channels. You probably already knew that. But many content strategists and marketers donât yet realize how technology innovations like headless content management systems (CMS) have put us at the threshold of an omnichannel revolution â creating a far more efficient way to deliver consistent content across channels and devices. To take advantage, however, you must adopt a new approach.