“Content is the new retail store”
Over half—54%—of consumers would consider ending a relationship with a retailer who doesn’t deliver useful, pertinent and customized content.
Content marketing is fast becoming the must-have for retailers.
New forms of content are being created: Apple’s iBeacon technology moves customers towards interesting areas within the store with relevant content.
Content itself is becoming “the new store” and makes products/services “shoppable”—it targets customers anywhere on the web who are in ready-to-buy mode and redirects them to your website.
What many retailers miss?
Many retailers are sales driven, focussing on metrics like conversion rates. This is a good thing as far as it goes, but it lacks the long-term view. A case-in-point is the way mobile has come to the forefront in retail. In the US, 80% of shoppers use their smartphones to shop. This not only means that websites must be responsive to the device, but because mobile habits are changing so fast, the type of content contained in mobile apps is of vital importance.
If your app is packed with sales copy, as a retail app is likely to be, it faces high chances of abandonment. If on the other hand, you give the consumer reasons to retain the app, with relevant, useful content, the consumer is likely to stay.
Customer-centred, engaging copy make for long-term traffic, building brand loyalty and creating fans and evangelists for the brand.
Content must be context based
A visitor is not necessarily going to buy. It depends on what stage of the buying cycle they are at.
Are they “top-of-the funnel” (a new prospect)? At this stage a call-to-action asking them to buy is premature. Middle-of-the-funnel (leads being nurtured towards a sale) and bottom-of-the-funnel prospects all must have specific content tailored to their position in the sales funnel.
In general, the higher they are in the funnel, the less sales-oriented and more educational the content should be. Once they are ready to buy the sales pitch can be made effectively. And once a purchase decision has been made, you can try to upsell them with a bundled offer or similar scheme.
Content should consider the state-of-mind of the buyer. If you have, as you should, content across the web in places likeoff-site blogs, social networks, Pinterest, Instagram, you may catch prospects in a completely different mood, and a blatant call to buy would be completely misplaced. These are places where the content should be largely value-based and with only the slightest nudge towards your brand and website.
Content HQ can provide the kind of context-sensitive content you need to turn cold prospects into warm leads, leads into buyers and buyers into repeat buyers and fans.
We produce content of many different kinds and forms:
- Social Media posts
- Blog posts
- Newsletters (online/print)
- Presentations (online/offline)
- Mobile content
- Mobile apps
- Magazines (digital/print)
- Syndicated content
- Materials for in-person/virtual events
Content HQ can provide highly relevant, sensitive, value-based content that will not only build long-term, in-store and online traffic, but also will impact your conversions and sales positively.
Let’s talk shop.
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.