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MULTI-CHANNEL RETAIL
PRESENTED BY: BRENDAN PEO - CHIEF OPERATING OFFICER
HOW TO CREATE A GREAT E-COMMERCE CONTENT STRATEGY
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
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
expression
Video
Curated content
Infographics
Blogs
UGC
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.”
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 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
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…

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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 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. ! 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. 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. 4 content PRINCIPLES Consumers want to be educated Consumers want a shopping experience You must stand out SEO is content based
  • 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. WRITE great content MIX IT UP MAKE IT TOPICAL BE CONSISTENT BE PROLIFIC WRITE TO A PERSONA 1 2 3 4 5
  • 9. CONTEXT drives content B2B or B2C Sales Funnel Position Shoppers or Buyers
  • 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…