Content Marketing

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…

How Online Retailers Can Leverage the Power of LSI Content
January 28, 2020 at 10:47 am

Every online retailer is in a competitive market. As an online retailer you’re not only competing for customers, you’re competing to be found in search engines. Without visibility in search engines like Google, Yahoo, and Bing, your store doesn’t stand a chance. Competing against big brands is difficult online because corporations have a large budget…

3 ‘C’s’ to Set Your Foundation for Success
January 24, 2020 at 12:24 pm

A recent Salesforce.com report, Customer Expectations Hit All-Time Highs, uncovers how “Modern customers have much higher expectations, such as proactive services, personalized interactions, and connected experiences across channels.” This message is resonating across all retailers, from big-box stores to mom-and-pop shops, as online commerce solutions become more sophisticated in delivering these personalized interactions and optimizing…

Why Product Information Management is Fundamental to Omnichannel Success
January 16, 2020 at 9:14 am

B-to-B organizations aren't immune to the omnichannel trends impacting the B-to-C space. A recent inRiver survey found that 80 percent of B-to-B organizations are facing more competition than five years ago, requiring companies to transform and deliver experiences that stand out from the crowd. However, something is hindering businesses from achieving this. The amount of…

How Retailers Can Leverage Content to Compete Against Online Behemoths
December 3, 2019 at 9:45 am

Today’s “pampered consumers” have come to expect relevant and memorable experiences throughout the customer journey. However, now that the path to purchase winds through so many different channels, platforms and formats, marketers often feel overwhelmed at the prospect of meeting those expectations with the speed and quality required. At the same time, e-commerce giants are…