How to create a great e-commerce content strategy

MULTI-CHANNEL RETAILPRESENTED BY: BRENDAN PEO - CHIEF OPERATING OFFICER

HOW TO CREATE A GREAT E-COMMERCE CONTENT STRATEGY

MULTI-CHANNEL RETAILPRESENTED 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

Content and content marketing is all about offering additional value to your customers, giving them all the necessary information they need to make an

informed buying decision.

!IF THEY DON’T BUY 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

expressionVideo

Curated contentInfographics

Blogs

UGC

VALUE of a content strategy

Your business = Your authoritative

VOICEYour website

Affiliate sitesSearch 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.”

4 content PRINCIPLES

Consumers want to be educated

Consumers want a

shopping experience

You must stand out

SEO is content based

How content SELLS

Differentiates Shared LikedBuilds

RelationshipsPredisposes 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

WRITE great content

MIX IT UP

MAKE IT TOPICAL

BE CONSISTENT

BE PROLIFIC

WRITE TO A PERSONA

1

2

3

4

5

CONTEXT drives content

B2B or B2C Sales Funnel Position Shoppers or Buyers

!

!

!

!

You want a lot 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…