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Content Strategy for E-commerce
The document, presented by Brendan Peo, emphasizes the importance of an effective e-commerce content strategy in multi-channel retail. It discusses how great content engages customers, enhances their buying decisions, and builds relationships, while also highlighting key principles of content creation, such as being educational and personal. Ultimately, the content on a website significantly influences consumer perception and purchasing behavior.
Content Strategy for E-commerce
- 1. MULTI-CHANNEL RETAIL PRESENTED BY:BRENDAN PEO - CHIEF OPERATING OFFICER HOW TO CREATE A GREAT E-COMMERCE CONTENT STRATEGY
- 2. MULTI-CHANNEL RETAIL PRESENTED BY:BRENDAN PEO - CHIEF OPERATING OFFICER VALUE of a Content Strategy GREAT Content Matters 4 Content PRINCIPLES How Content SELLS WRITE Great Content CONTEXT Drives Content
- 3. Content and contentmarketing is all about offering additional value to your customers, giving them all the necessary information they need to make an informed buying decision.
- 4. ! IF THEY DON’TBUY YOUR CONTENT, THEY WON’T BUY YOUR PRODUCT ! ! ! ! ! ! ! = to attract and hold customers = move customer form maybe to yes = make the actual sale GREAT content matters Forms of expressions Experience of that expression Video Curated content Infographics Blogs UGC
- 5. VALUE of acontent strategy Your business = Your authoritative VOICE Your website Affiliate sites Search Engines Social Media Text Photos/ Images Videos Audio “Sites where consumers buy the most are those with new content that predisposes them to buy and keeps them coming back until they are ready to buy.”
- 6. 4 content PRINCIPLES Consumers wantto be educated Consumers want a shopping experience You must stand out SEO is content based
- 7. How content SELLS DifferentiatesShared Liked Builds Relationships Predisposes to Buy Own voice Easy format Have an opinion First three contribute here Reasons to act Be human Social Media Own point of view Get personal Buy or more information Be sincere If you share, they’ll share Passion Have personality Rewards for actions
- 8. WRITE great content MIXIT UP MAKE IT TOPICAL BE CONSISTENT BE PROLIFIC WRITE TO A PERSONA 1 2 3 4 5
- 9. CONTEXT drives content B2Bor B2C Sales Funnel Position Shoppers or Buyers
- 10. ! ! ! ! You want alot of great content - in both senses, a lot of really valuable ideas conveyed with great presentation skills. Your content is everything on your website that consumers know and experience about your product before it actually comes off your site and into their hands. Your website content is something you control virtually 100% So…