Ecommerce and content: at odds?
Ecommerce and content marketing have traditionally been working at opposite ends of the marketing spectrum – Ecommerce sticks to its tried and tested “search/browse/view/cart/checkout” paradigm, while content marketers are more about the brand experience, supporting nontransactional interaction. Ecommerce is hard-nosed business, all about driving sales and conversions, while content marketing appeals to the softer side, telling stories and building loyalty.
Ecommerce and content groups are often insulated from each other within the same organization, resulting in a fragmented, inconsistent brand experience.
Today, however, customers are demanding a consistent experience at all stages of the buying cycle; a break in the feel and context risks alienating customers.
Content and Ecommerce: Convergence
Consumers are now more and more in control during the buying cycle. This increases the importance of content, especially in the earlier parts of the buying cycle. Visitors stay on and return to a site that gives them value in terms of content. This increases the chances that they will keep coming to the site until they are ready to buy.
But customers are demanding rich content at all stages of the purchase process. They want useful product-based content alongside the price, inventory, shipping and other information that drives conversions.
Not only this, the content must respond to the the demographics, behaviour and situation of the the consumer. This contextualization is hugely influential in driving customers towards a purchase.
Ecommerce retailers must therefore ensure that their pages are uniformly rich in contextual content. The convergence of ecommerce with content marketing is now inevitable.
Web-wide consistency in content
Content HQ can ensure that the consumer has a rich and uniform experience not only on your website, but wherever on the Internet she may encounter your brand: Blogs, social media, imagesharing websites like Instagram, or Pinterest, or in podcasts or video.
We produce content of many different kinds and forms:
- Social Media posts
- Blog posts
- Newsletters (online/print)
- Presentations (online/offline)
- Mobile content
- Mobile apps
- EBooks/print books
- Magazines (digital/print)
- Podcast scripts
- Video scripts
- Syndicated content
- Materials for in-person/virtual events
- Game Creation
Content HQ can provide highly relevant, sensitive, value-based content that will not only build long-term online traffic, but also will impact your conversions and sales positively.
How We Can Help Your Company?
|What?||The Value||Our Scope of Work|
Content strategy, audit and planning
|Complete audit of client’s existing content inventory across website, social channels, marketing collateral - ensuring its consistent, high quality and compliant.||Order Now|
|We will set up a content marketing repository (digital hub) for content creation, assets, work-flow, resources, roles-wise, and partners with calendar, alerts& milestones for use across client’s departments, agencies, product managers.|
Say goodbye to emailing Word files, attachments, versions and other time wasters.
|Installation, customization, integration, testing & training at no extra charge.||Order Now|
Whitepapers: The white paper topic, goal, length, sections, material, tone will be client’s preference across the below categories
Evaluator’s guide: to explain the features and benefits to a prospect. Usually a backgrounder.
Executive briefing: Short, high-level summary for C-Level executive. Usually a problem or solution flavor.
Overview: An overview of a certain market, or to redefine a market niche favorable to a certain vendor. Usually a problem/solution flavor.
Position paper: to argue for a certain approach to solving a problem, rather like an opinion piece. Usually a problem/solution.
Product briefing: high-level features, for journalists and analysts at launch.
Special report: Any type of hybrid white paper.
|Persuasive essays that use facts and logic to promote a product or service. Used by 2 out of 3 B2B firms.||Each whitepaper will have up to 2,000 words.|
Work includes research, writing, editing, email/phone interviews with the concerned customer, proof-reading & expert review.
Infographics & Charts
|Visual presentations, charts of key ideas about a topicto grab viewers' attention and get your point across in style in print, mobile and web. Used by more than half of B2B companies to prove a point with hard data.||We will create the script, Design – including icons, images, flow-charts, illustrations and ensure.||Order Now|
Case Studies/Customer Success Stories
|The strongest marketing evidence comes from how the company is helping customers in the real world.Also, known as success or customer stories, they are used by 3 out of 4 B2B companies.||Either vertical (government, SMB, corporate, retail etc), role based (marketing, IT, HR,), need and challenge-based mapped against client’s products or service.||Order Now|
Newsletters & Corporate Magazine
|Regular informative emails or magazines (print) with company updates, to stay in touch with prospects, partners, employees and clients. Used by 4 out of 5 B2B companies.||Design of newsletter, HTML, text & mobile version for any device, or email client with detailed tracking and analytics.|
We will create, translate the & provide the ‘ready to send’ format to client’s marketing team.
Videos & Animation
|Ideal for training, help desk, users, sales, HR, explainer, demos, and marketing a complex product or servicefor the website, social media, presentations, events to grab the audience's attention in minutes.||Script, design, translation and voice over in any major language, subtitles with ready to use web & mobile friendly videos.||Order Now|
Social Media Optimization
|Stream of fresh blog and social content with daily tweets, sharing news, updates, trends optimized Twitter, LinkedIn, Instagram, Pinterest and Facebook.||Content creation and curation, scheduling, distribution, translation &tracking.||Order Now|
Kits (Press, Sales, Customer & Partner, Distributors)
|The branded kit will consist of a folder with card holder and slots for the various brochures, CD, USB etc with vertical specific brochure and case study.||Product demo-scripting, video recording, voice over - design, animation, building vertical specific presentation.||Order Now|
Translation & Localization:
|Customers do not necessarily speak or read English on consumer facing content like websites, apps, collateral. By providing localized content in their native language make a bigger, wider impact.||We can translate, proof-read, edit into/from any major language in a few hours. Guaranteed quality and response.||Order Now|
Social & Media Content Monitoring:
|-12 months of monitoring (print, web, social) from our proprietary database of 2 million news sources, across 75 languages from 100 countries with real-time keyword, brand, competitor tracking, coverage and trends.|
-The content can be circulated via website, blog, social media, newsletters for SEO.