Content And Commerce Have Finally Converged!
Well, sort of. Based on attendance here at #FashionDigitalNY, very few have “content” in their titles and allocate funds for content strategies.
But this panel is chock-full of great thought leaders in the content marketing space: from solution providers, to agencies and even retailers!
Here are a few key takeaways from the panelists on some content marketing best practices:
Clair Carter-Ginn, KSC Kreate: Look at content from a macro- and micro-perspective. Part of your overall marketing budget. Be relevant, listen to consumers, and be sure you share your content…make sure the entire organization knows about the content that’s out there.
Milton Pappas, The Jones Group: A lot of brands struggle to develop content but we’re very active in the social channels, so we have a lot of content. How do we marry content and commerce to drive sales and engagement? Work collectively across teams. Start with an inventory of content, determine where it all lives and how to make it accessible.
Buffy Sash, Alice + Olivia: We make all content available across all channels. A lot of what we do is brand-driven. We don’t use user-generated content. We’re asking the consumer to remember what they saw in videos, then find it on the site. Which is not a great experience. We worked with a company so consumers can buy products right from videos, which we think will be very exciting.
Craig Wax, Invodo: It can be very risky to repurpose video; the reality is you need to think of the customer journey: from awareness through the transaction. Each stage is going to require a different type of content.
Han Wen, Clarins: We have a lot of heritage and DNA to protect. So it’s important for a brand to recognize that they don’t have 100% control over the brand anymore. We had to make a decision of whether we were going to ignore it or be a part of it. We had to determine how to use this content throughout the purchase decision to not only maximize e-Commerce but also the brand experience. One of our most successful UGC initiatives is in our relationship with TurnTo. So we’re connecting prospects with others who have actually purchased the product and they can ask questions.
Jose de Cabo, Olapic: There is a tremendous amount of content out there. If you can curate pre-existing content and actually mix it with the inspirational stock photography brands create, the combination of the two is very powerful.