Content Strategy for E-commerce

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Rhodé Odendaal presents the value of Content for online Retail. There are three vitals to be a successful online merchant - Price, Content and Range. Here Rhodé explains how to add valuable and relevant content to an online shopping site

Published in: Retail, Technology, Business
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Content Strategy for E-commerce

  1. 1. MULTI-CHANNEL RETAIL PRESENTED BY: BRENDAN PEO - CHIEF OPERATING OFFICER HOW TO CREATE A GREAT E-COMMERCE CONTENT STRATEGY
  2. 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. 3. 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.
  4. 4. ! 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 expression Video Curated content Infographics Blogs UGC
  5. 5. VALUE of a content 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. 6. 4 content PRINCIPLES Consumers want to be educated Consumers want a shopping experience You must stand out SEO is content based
  7. 7. How content SELLS Differentiates Shared 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. 8. WRITE great content MIX IT UP MAKE IT TOPICAL BE CONSISTENT BE PROLIFIC WRITE TO A PERSONA 1 2 3 4 5
  9. 9. CONTEXT drives content B2B or B2C Sales Funnel Position Shoppers or Buyers
  10. 10. ! ! ! ! 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…

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