Content Strategy & Lifestyle E-Commerce

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How to approach content strategy if you're a lifestyle e-commerce website. Why you need content marketing, what you need for a good strategy, who you need to hire and how you can sell it into an organisation.

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Content Strategy & Lifestyle E-Commerce

  1. 1. Content Strategy & Lifestyle E-Commerce
  2. 2. About Me… I’m James Carson I run a Content Strategy consultancy. I work with publishers, brands and agencies. I offer services in Content Strategy & Planning / Editorial Process / SEO, Social Media Integration @mrjamescarson http://uk.linkedin.com/in/jacarson85 www.carsoncontent.com
  3. 3. Before We Start… “there’s no such thing as content strategy for mobile.” Karen McCrane, Content Strategy for Mobile http://www.abookapart.com/products/content-strategy-for-mobile
  4. 4. Conversion rates from tablets are four timeshigher than smartphoneshttp://econsultancy.com/uk/blog/11374-conversion-rates-from-tablets-are-four-times-higher-than-smartphones-stats
  5. 5. Why Do We Need Content?
  6. 6. If content doesn’tsell, then surely itjust gets in the wayof sales!
  7. 7. AWARENESSFACEBOOK AND TWITTERSOCIAL MEDIAMANAGEMENT BLOG 5x A WEEK SHOE GUIDE CONSIDERATION IMPROVED PRODUCT PAGE UX SALES EMAIL CONVERSION LOYALTY REWARDS FOR ENGAGEMENT COMMUNITY MANAGEMENT ADVOCACY
  8. 8. Communication StandardsBlack and white colour scheme is the standard
  9. 9. How to Differentiate?
  10. 10. There’s something about Cara But not many can afford her
  11. 11. What Do We Need for ContentStrategy?
  12. 12. WhereAre They? What Are They Doing? How Are They Getting There?
  13. 13. Email Database Followerwonk Facebook InsightsKeyword Analysis Surveys
  14. 14. British – from London, Manchester or Leeds100 followers on TwitterMore active on Facebook than TwitterCreative type that likes music and designMean age: 21
  15. 15. Tone of Voice HOW IT WHAT IT MAKES ME SAYS ABOUT FEEL ME PERSONALITY CORE VALUES ESSENCE FACTS/ICONS PRODUCT TRUTHS/BELIEFS FUNCTIONAL BENEFITS
  16. 16. • PRIMARY: The most important thing you want your user to know or feel after viewing your content.• SECONDARY: a group of messages that support the primary message and provide further context
  17. 17. STOCK AND FLOW Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist. Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.
  18. 18. STOCK FLOW • Guides • News • How to • Social updates • Category pages • Infographics • Applications • Product Pages
  19. 19. CURATION• Referencing things that aren’t yours• Getting your community to contribute• Harnessing social to create content• Selecting the best products you have
  20. 20. COMMON CONTENT TYPES• News• E-Zines• Collections• Features / Guides• Blogs
  21. 21. On the digital side, lots of peoplewere like “Why aren’t you just doingeverything that’s new?” A lot of themagazine websites do news. Andthe fact is, we could do news, butwe’ve chosen not to. I think theinternet is like buying a really, reallyfast expensive car. It doesn’t meanyou have to drive it at 130 miles perhour all the time. I love the fact thatthe online magazine is weekly. It’scurated. It’s really just about thinkinghow people want to digest things.
  22. 22. E-Zines…You need a lot ofresource to do well.Heavily researchededitorial + magazinestyle design = cost.
  23. 23. Collections
  24. 24. Guides
  25. 25. Beware of the Blog?Difficult to do well – do you really need one?Many seem confused about what they really want to be…
  26. 26. Blog Rules #1Consistency in typography and design
  27. 27. Blog Rules #2Create content people care about
  28. 28. Blog Rules #3Apply SEO logic to headlines and content
  29. 29. Blog Rules #4Integrate the blog properly with the main site
  30. 30. •CATEGORIES – topics that can exist in a hierarchy. Generally fill menus.•TAGS – grouping of content that mentions a particular entity, most often proper nouns.
  31. 31. Category 1 Category 2 Category 3 Content Content Content Tag 1 Tag 1 Tag 2 Tag 2 Content Tag 1 Tag 2
  32. 32. 70 / 20 / 10 10% should be high risk ideas that will be tomorrows 70% or 20%.20% should innovate off what works. 70% of the content should be low risk, bread and butter marketing.
  33. 33. ConstantAssessment
  34. 34. Who Do We Need to Recruit?
  35. 35. Lifestyle Journalist?
  36. 36. Editorial is a given, but can they… • Tell you how Google works? • Tell you what kind of content gets shared the most? • Format in basic HTML? • Write headlines that are great for users and search engines? • Tell you the difference between a category and a tag? • Work in Photoshop? • Use a Content Management System? • Not get concerned by negative comments? • Edit using other applications or edit video?
  37. 37. Do They Digital Media?
  38. 38. How Do We Sell in Content?(What’s the ROI on that?)
  39. 39. We rarely behave like this I want ££ something… Search Conversion
  40. 40. £ £ £ £ £So stop dreaming about contentas an immediate conversion channel
  41. 41. AWARENESSCONSIDERATION CONVERSION LOYALTY ADVOCACY
  42. 42. I need some My Facebook new shoes friend shared one of My Wardrobe’s status updates AWARENESS
  43. 43. I know what I want now – brogues!Check it out – a shoe guide! CONSIDERATION
  44. 44. Hmmm… these are the only brogues they CONSIDERATION have – quite pricy! I think I’ll come back later…
  45. 45. Great – buy buyEMAIL: buy!New BroguesJust In – from CONVERSION£100!
  46. 46. These Brogues are great – here’s mewearing them on Instagram LOYALTY
  47. 47. Set A Vision AWARENESS 25% INCREASE IN SOCIAL MEDIA TRAFFIC 100% INCREASE IN ORGANIC CONSIDERATION WEBSITE TRAFFIC IN 3 MONTHS CONVERSION 50% INCREASE IN SHOE SALES 100 UPLOAD OUT PRODUCTS TO LOYALTY INSTAGRAM CREATION OF MEASURED ADVOCACY ADVOCACY PROGRAM (30 BRAND AMBASSADORS)
  48. 48. And Strategy For The Vision AWARENESS FACEBOOK AND TWITTER SOCIAL MEDIA MANAGEMENT BLOG 5x A WEEK SHOE GUIDE CONSIDERATION IMPROVED PRODUCT PAGE UX SALES EMAIL CONVERSION LOYALTY REWARDS FOR ENGAGEMENT COMMUNITY MANAGEMENT ADVOCACY
  49. 49. Thanks! I’m James Carson I run a Content Strategy consultancy. I work with publishers, brands and agencies. I offer services in Content Strategy & Planning / Relaunches / Social Media / SEO STRATEGY @mrjamescarson http://uk.linkedin.com/in/jacarson85 www.carsoncontent.com

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