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2016 Ecommerce Content Strategy: 7 Keys to Improving Conversion and Sales

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Alex Schmelkin, CEO and co-founder of Cake & Arrow (formerly Alexander Interactive), the award-winning customer experience agency, spoke at Internet Retailer Conference and Expo (IRCE) Chicago on Thursday, June 9th with Joshua Nafman, Senior Director of Brand & Digital Marketing at KIND Snacks, where he is responsible for telling stories that encourage people to do the kind thing for their bodies, their tastebuds and their world.

Ai has been a featured speaker at IRCE for several years. This past Thursday, Alex partnered with Joshua Nafman, Senior Director of Brand & Digital at KIND, to deliver a comprehensive presentation on content strategy. Designed to help retailers better reach and more deeply engage with their customers, their presentation explained:

the fundamentals of content strategy plans
how to uncover holes in those plans
how to establish successful ways for content will work across your site.

In this session, attendees were also able to hear recent case studies about content challenges that retailers faced, discover how they created content strategies that worked for their businesses, and learn how they measured ROI.

Published in: Marketing
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2016 Ecommerce Content Strategy: 7 Keys to Improving Conversion and Sales

  1. 1. June 9, 2016 Content Strategy for Shopper Engagement, Entertainment and Education IRCE – Chicago, June 9, 2016 Joshua Nafman – KIND Snacks
 Alex Schmelkin – Alexander Interactive (Ai)
  2. 2. Hi! 
 I’m Joshua Nafman Specialize in the Gray Areas of Marketing Digital, Social, Content, Media PepsiCo, Starbucks, Apple, ESPN Hot Sauce Enthusiast SR. DIRECTOR, BRAND & DIGITAL MARKETING
  3. 3. Hello! 
 I’m Alex Schmelkin E-commerce strategy, design, and development Research-based insights 14 years – IMA Top 10 Agency AdAge & Crain’s “Best Place to Work” FOUNDER, CEO
  4. 4. Our fav
  5. 5. Content Creation Content Marketing Content
  6. 6. Content Creation Content Marketing Content Strategy Content
  7. 7. Content Creation Content Marketing Content Strategy Content
  8. 8. Content Creation Content Marketing Content Strategy Content
  9. 9. This stuff, right?
  10. 10. Snap it???
  11. 11. Slow down
  12. 12. Slow down
  13. 13. Content Content Marketing Content Strategy Content is all of the words, images, video, and more that animate your brand, embody your values, and facilitate your customer interactions and transactions.
  14. 14. Content Content Marketing Content Strategy Content marketing distributes relevant, valuable content to targeted audiences in order to build brand awareness, attract customers, and drive conversions.
  15. 15. Content Content Marketing Content Strategy Content strategy is a commitment to, and a plan for content that works for your business, your team, and your customers.
  16. 16. Why does content strategy 
 matter to ecommerce?
  17. 17. “This matters to me, here and now.” “There’s something here for me.” “This product will serve my needs/ desires.” “I’m confident in my purchase and that my personal information is safe.” “I have a relationship with this brand.” Entry Points Home Page Product Page Cart Payment Successful Checkout Pay • Social media posts • Distributed content • WOM/Influencers • Paid advertising • SEO • Interface copy (header, footer, etc) • Navigation nomenclature • Key messages • Product description • Features/Specs • Product images • Video demo • User reviews • Size charts • Security info • Shipping costs • Availability • Delivery timing • Return policy • Order updates • Shipment notifications • Email marketing Google Facebook LinkedIn Twitter Direct The Content Funnel RELEVANCE RECOGNITION AFFIRMATION SECURITY COMMITTMENT
  18. 18. 7 keys to 
 e-commerce content strategy success
  19. 19. 01 Align content planning
 with business goals
  20. 20. IF YOUR GOAL IS TO… MAKE SURE THAT
 YOUR CONTENT… Increase market share Meet customers wherever they are Invites them to return Keeps them movingIncrease conversions Increase retention
  21. 21. KIND’S BUSINESS GOAL Increase household penetration
  22. 22. HOW? Increase awareness & relevancy
  23. 23. KIND’s distinctive “content voice”
  24. 24. Fun, Witty Unexpected Optimistic Transparent
  25. 25. 02 Stop committing 
 random acts of content
  26. 26. Get to know your content
  27. 27. You can even grade it… Over 180,000 items, including technology, office products, breakroom supplies, furniture, industrial supplies, automotive aftermarket tools, and more.
  28. 28. You can even grade it… DEFINITION GRADE EXAMPLES AA A B C D F Market Leader Print Possible Transaction Possible No Market Opportunity Web Possible Enhanced Web • Multiple alternate images • Full category-specific attribution • Keywords • Synonyms • Video • Spin (360) photography • Product tours • Premium relationships • Category-specific attribution • Relationships • Hi-res image • Image • Sell (romance) copy • Assigned to hierarchy • Carton weight • Item number • Long item description • n/a
  29. 29. Or, just do math. Cost of Content = $150 Make sure this is less than: Gross margin $ x Units = Profit
  30. 30. Random also applies to your channels.
  31. 31. KIND Blog (RANDOM) • Less than 25 visitors per month • Bounce Rate over 75% • Repository for anything and everything • Reallocating resources and changing purpose
  32. 32. • More than 2,500 viewers per article • Increased Medium, email and social subscribers • Focused purpose • Dedicating more resources KIND on Medium (PURPOSEFUL)
  33. 33. • More than 2,500 viewers per article • Increased Medium, email and social subscribers • Focused purpose • Dedicating more resources KIND on Medium (PURPOSEFUL)
  34. 34. 03 Develop content that moves your customers
  35. 35. 03 Develop content that moves your customers
  36. 36. Even a little user research can uncover insights that have a big impact on your content strategy.
  37. 37. Speak to humans
  38. 38. Find out what [ ] your customers. Delights Drives Thrills Repels Inspires Shocks Moves Empowers Sways Bores Excites Assures Impresses
  39. 39. Speak to Humans Joe Clarissa Dyan Triathlons Rock & ice climbing Sea kayaking 7-day a week gym addict Hiking Frequent Business Travel Group fitness instructor Personal trainer Holistic health coach Joe Clarissa Dyan
  40. 40. The Box Matters • INSIGHT: 
 Warehouse staff needed different information to recognize the product • CONTENT STRATEGY IMPLICATION: 
 Include a photo of the product’s box in the contents of each product page.
  41. 41. Perspective Sells • INSIGHT: 
 Adding the 360° view of select tools and equipment to product pages led to a 44% increase in revenue per visitor. • CONTENT STRATEGY IMPLICATION: 
 Do this more!
  42. 42. 04 Design content, not pages
  43. 43. KIND’S BUSINESS GOAL Increase household penetration
  44. 44. World kindness day visual?>?
  45. 45. The right content for the right channel.
  46. 46. 05 Build to scale
  47. 47. culture of content Grow a content culture
  48. 48. #KINDTeam
  49. 49. Content Organization (Current) Director Editorial Lead Social Lead Media Lead Insights Lead Editorial Lead Editorial Lead Editorial LeadWriters Social Lead Social Lead Social LeadStylists PhotographersPhotographersPhotographersPhotographers
  50. 50. Content Organization (Future) Director Editorial Lead Social Lead Media Lead Insights Lead Editorial Lead Editorial Lead Editorial LeadWriters Social Lead Social Lead Social LeadStylists PhotographersPhotographersPhotographersPhotographers Design Lead Production Lead Production Companies Production Companies Production Companies Production Companies
  51. 51. 06 Don’t be afraid to fail
  52. 52. Great, right?!
  53. 53. = $
  54. 54. Kindness ≠ Sales = $
  55. 55. But, it does increase loyalty (relevance), another important part of our business goal.
  56. 56. 07 Hold content accountable
  57. 57. Find out what works (and what doesn’t) Product Pages Articles Blog Posts Webinars Charts Avg Content Page 39 77 57 45 39 11 Pageviews/content item
  58. 58. Find out what works (and what doesn’t) Product Pages Articles Blog Posts Webinars Charts Avg Content Page 39 77 57 45 39 11 Uh oh! Pageviews/content item
  59. 59. Find out what works (and what doesn’t) Product Pages Articles Blog Posts Webinars Charts Avg Content Page 39 77 57 45 39 11 Uh oh! Up-sell Opportunity? Pageviews/content item
  60. 60. When you see exactly where your content stands, place informed bets on optimization and development.
  61. 61. Track where customers view the content.
  62. 62. Track where customers view the content. 3x revenue per vistor
  63. 63. Over and over again… Repeat Pick the winners, toss the losers Optimize Don’t just collect data, do something with it Review Regularly Against brand, industry, and competitors Benchmark Frequent, Likes, Comments, Shares Measure Reach For all content, not just marketing campaigns Set KPIs Hold content accountable
  64. 64. Lather. Rinse. Repeat.
  65. 65. Key Takeaways: Content Strategy 1. Align content planning
 with business goals 2. Stop committing 
 random acts of content 3. Develop content that moves your customers 4. Design content, not pages 5. Build to scale 6. Don’t be afraid to fail 7. Hold content accountable
  66. 66. Thank you! KIND Snacks
 jnafman@kindsnacks.com Come visit us at booth #835 W e’rehiring! W e’re hiring! Alexander Interactive (Ai)
 as@alexanderinteractive.com Download presentation: http://www.alexanderinteractive.com Alex SchmelkinJoshua Nafman

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