Content and Commerce Connections
It’s no surprise that e-commerce sales have been booming during the last year and a half and showing no signs of dissipating. For evidence, look no further than the State of Commerce Report 2021 by Signifyd, which found that e-commerce was responsible for 33% of all retail sales in 2020, up from 16% in 2019.
Considering the strength of these numbers, it’s tempting to entirely shift focus to key e-commerce moments and ensure the customer experience at those times is of the highest caliber—specifically, the moment they make the purchase.
But that would be a mistake: The key to capturing customers during the purchase journey is through a steady stream of content that drives engagement throughout the funnel: awareness, consideration, intention, purchase and retention. When this strategy is executed masterfully, content provides insights into what is most relevant to consumers, which translates to higher acquisition rates, repeat purchase, frequency, loyalty, and brand advocacy.
This guide highlights what you can do to truly marry content with commerce.
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Learn about the role that content plays in the commerce journey. With all of the new e-commerce companies popping up these days it's important to differentiate yourself from your competitors, this is where content comes in. Content is the key to telling a compelling brand story.
Discover the importance of User Generated Content (UGC). Forty percent of consumers rely on customer reviews for information on a product they want to buy and more than any other method. Consumers intrinsically and empirically trust each other, so include as many validated user voices alongside the product as possible.
Find out how you can bring content and commerce together. Before you embark on the content + commerce journey, we recommend baseline, up-front market research and continuous commitment to research through “test & learn.” This involves iterative testing of content, product and audience permutations to uncover what works best, when, and where.