Content Marketing

Retailers Should Embrace Brand Asset Organization for Marketing Success
June 25, 2020 at 7:43 pm

The peak holiday retail sales period is make-or-break for most retailers. This year more than ever before, the 2020 holiday season will be even more crucial as retailers attempt to recoup their Q1 losses due to store closures related to COVID-19. In the coming months, planning for this year’s holiday season will go into overdrive…

You Get What You Need: Connection
June 17, 2020 at 7:20 pm

U.S. commerce has experienced an unprecedented level of disruption since the COVID-19 pandemic began. Our modern global economy has never faced anything quite like it, and we’re still unraveling which industries will sink or float in a post-COVID world. While sheltering in place just a short time ago, many rushed to stock up on food…

How to Stand Out From Your Competitors on Amazon
June 16, 2020 at 2:54 pm

With price, shipping costs and positive product reviews ranking as the most important factors driving purchase decisions on Amazon.com among consumers, converting clicks to sales is imperative. There are millions of products listed on the marketplace, and as a result of Amazon’s business model, competitor product listings are visible on any initial listing. Breaking through…

Content Localization as the Key to Success in Global Markets
June 8, 2020 at 10:33 am

When retailers enter into global markets, they give a lot of attention to ensuring their products are ready for the tastes and expectations of new cultures. But what about the product content? An often overlooked part of bringing products to global markets is content localization to create an accurate, natural-sounding product description for consumers. Customers…

One-Click Wonder: Shoppable Content in the Age of Self-Isolation and Beyond
April 9, 2020 at 1:09 pm

The world is adjusting to life in self-isolation, with many people working from home and stores shutting their doors. Brick-and-mortar stores are no longer an option for many retailers, with over 15,000 shops in the U.S. are estimated to close this year due to COVID-19. As the commerce industry acclimates to this new normal, those…

How Long-Form Content Moves the Needle for Online Retailers
March 23, 2020 at 10:45 am

In the world of online retail, content is everything. It’s how you create awareness, generate traffic, and convert traffic into sales. However, not all content is created equal — especially as competition and noise increases. What is Long-Form Content? Just six years or seven years ago, most businesses and bloggers were pushing out 300-word to…

Retailers Need to Get Innovative With Interactive Digital Content
March 12, 2020 at 1:56 pm

Today’s retailers are taking advantage of the increasingly affordable touchscreen technology that was popularized by smartphones to provide in-store, interactive digital screens that engage their customers in new and exciting ways. According to some estimates, as many as 94 percent of all retailers deploy interactive digital signs in some capacity, which both speaks to the…

3 Ways Shopper-Generated Content Boosts Customer Engagement
March 4, 2020 at 10:59 am

Today’s consumers expect more from brands than ever before. Whether it’s transparency about how products are made, exceptional e-commerce options, or highly personalized customer interactions, a brand’s relationship with its customers is everything. At the same time, in a marketplace crowded with brands vying for consumers’ attention, leaving a lasting impression is a growing challenge.…

User-Generated Content Offers Many Positives, But the Threat of Content Abuse is Omnipresent
February 27, 2020 at 10:40 am

User-generated content (UGC) plays an increasingly vital role in our modern, digital economy. UGC is uniquely impactful in the retail sector, where content such as customer feedback and product reviews can literally make or break launches, promotions, and even reputations. Platforms that support UGC also offer dynamic opportunities to engage directly with customers. However, while…

How Overstock is Personalizing CX With Content
February 26, 2020 at 3:13 pm

In a presentation earlier today at eTail West in Palm Springs, Calif., J.P. Knab, chief marketing officer, and Cathy Bergstrom, group product manager, marketing content, both of Overstock.com, detailed how the home furnishings brand has built a technology stack that enables it to personalize its customers' experiences, particularly through the use of content. Helping to…