I am pleased to introduce Oliver Jaeger, Vice President Global Marketing & Communications at e-Spirit Inc., an IBM Business Partner. Oliver wrote this blog, which I found insightful. Having spent over 15 years in marketing, I have come to believe that content is indeed king and one of the biggest ongoing struggles I deal with revolves around content. Finding or developing quality, insightful content is a huge never-ending challenge, but once created, matching that content with the relevant audience and the right time is even harder. The shotgun approach that boils down to “post it and they will come” is highly inefficient. In this blog, Oliver provides 7 tips that address both of those challenges and tools to help make your life easier.
Quality content is key to boosting website performance
By Oliver Jaeger, Vice President Global Marketing and Communications, e-Spirit Inc.
Many marketers think effective campaigns are the result of flashy graphics or catchy slogans. Although getting noticed is an important part of the battle, readers will quickly move past surface-level attempts to influence their buying decisions. Truly effective marketing programs are built on quality content coupled with effective distribution of that content through the appropriate campaigns and online channels. With the proper approach to content management companies can significantly improve their marketing effectiveness and website performance.
Our experience with hundreds of brands has proven how important quality, relevant and timely content is to attract and retain customers.
Here are 7 tips for an effective approach to content creation, management and delivery:
- Simplify content creation and management with advanced authoring tools.
When most people hear the word advanced, the first thing that comes to mind is more complex and hard to use. Well, in this context advanced actually means the opposite. The more advanced tools make it easier, faster and less complex to create high quality digital content. Look for features like inline editing of Web pages, drag and drop support and integrated version comparison.
- Enable teams to work together effectively to create content with workflow management tools.
Rarely is content creation a one-person operation, even for blog posts. Invariably many people from artists and writers to technical experts and product managers are involved with crafting content. Workflow and project management tools can keep the content pipeline flowing and make it easy to identify bottlenecks.
- Personalize presentation by putting content in context.
Customers visiting your online store leave plenty of clues about their interests. By integrating your Web Content Management Systems (WCMS) with your e-commerce platform you can personalize content presentation to your customers’ interests. High-quality content delivered in context give customers a rich experience that will boost conversion rates.
- Create emotional connections with customers with storytelling techniques.
What motivates people to buy (or not buy) – their rational brains or feelings and emotion? As any successful sales person will tell you, buying decision are based on feeling. People either have a good feeling or they move on. Effective story telling techniques can create an emotional connection to you and your products and services. That’s why e-commerce stores are much more effective when they are paired with high quality content.
- Manage content delivery across multiple channels.
Customers use several media each day and expect brands to follow suit. One study found that 72 percent of consumers want businesses to market to them with a multi-channel approach. This means you must share your message across a variety of online and offline media channels such as social, radio, television, print, and mobile, all linked to your online store. Make sure your WCMS lets you manage multiple channels consistently and efficiently.
- Create localized content for a global audience.
Even if your business is primarily centered in one geography, buyers can come from all over the world thanks to the Internet. In many cases, it can make sense to adapt certain content to your buyers’ native language. A WCMS with strong translation and localization features can make this process much easier.
- Integrate social to connect with customers.
Too many marketers make the mistake of viewing social as just another sales channel. Let me be blunt. Social is not about selling. It’s about establishing a relationship with consumers. The quality content you develop and the stories you tell will all work well in a social context. Your WCMS should make social integration a simple and manageable process.
Ultimately, the message is this: the marketers who build their brands through storytelling, sharing of relevant high quality content and truly engaging with consumers will find long term success, leading them to the promised land of more leads, sales and profit.
e-Spirit is an IBM partner and provider of the powerful and multi-faceted FirstSpirit CMS application. FirstSpirit features an intuitive interface that makes it easy for anyone in marketing, public relations or other lines of business to create and integrate attractive, interactive and personalized content into any retail website — and many other channels.It further offers the flexibility to integratewith a wide variety of existing applications.
To learn more about how to boost online sales with relevant content, watch this webcast: https://ibm.biz/BdDfQs