Performance Marketing Driven by Content

Retail

“Content is the new retail store”

OverviewOver 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.
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:

  • Articles
  • Social Media posts
  • Blog posts
  • Newsletters (online/print)
  • Presentations (online/offline)
  • Infographics
  • Mobile content
  • Mobile apps
  • Magazines (digital/print)
  • Videos
  • Syndicated content
  • Materials for in-person/virtual events
  • Websites/Blogs

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 existing content inventory across website, social, collateral - ensuring its consistent, high quality and compliant. Tick Icon Order Now
Content Manual

Content Manual

Company-level content guide, style sheet, glossary across sales & marketing channels to ensure consistency. Tick Icon Order Now

Content Extranet

We will set up a repository (digital hub) for content creation, assets, work-flow, roles-wise, and partners with calendar, alerts & milestones for use across departments, agencies, managers.

Say goodbye to emailing, attachments, versions and time wasters.

Installation, customization, integration, testing & training at no extra charge. Order Now

Whitepapers: The topic, goal, length, sections, tone will be client’s preference across the below categories

Evaluator’s guide: to explain the features and benefits. Usually a backgrounder.

Executive briefing: Short, high-level summary for C-Level executive. Usually a problem or solution flavor.

Overview: An overview, or to redefine a market niche favorable to a certain vendor.

Position paper: to argue for a certain approach to solving a problem, like an opinion piece.

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, proof-reading & expert review.

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Infographics & Charts

Visual presentations, about a topic to grab viewers' attention in style in print, mobile and web. Used by more than half of B2B companies to prove a point with data. We will create the script, design – including icons, images, illustrations. Order Now
Case Study

Case Studies

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, 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 tracking and analytics.

We will create, translate the & provide the ‘ready to send’ format.

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Data Sheets

Data sheets

Technical details for niche audience. Content & Design Order Now
presentations

Presentations (PPT/Web-based) decks

3 out of 4 B2B firms use professionally created decks that are consistent with online, mobile, desktop versions. Content & Design Order Now

User Guides

Visual, well-written guides with cheat sheets, tips, how-tos, advice, explaining the product/service. Tick Icon Order Now
Videos

Videos & Animation

Ideal for training, help desk, users, sales, explainer, demos, and marketing a product or service for the website, social media, presentations, events to grab the audience's attention. Script, design, translation and voice over in any language, subtitles with ready to use web & mobile friendly videos. Order Now
webinars

Webinars/Webcasts

Virtual lecture or training presented on the Internet. The session includes PowerPoint presentation, handouts, video, Q&A. Tick Icon Order Now
SMO

Social Media Optimization

Stream of fresh blog and social content with daily tweets, news, updates, optimized for Twitter, LinkedIn, Instagram, Pinterest and Facebook. Content creation and curation, scheduling, distribution, translation & tracking. Order Now

Flyers/Brochures/Special Guides

Marketing collateral Content, design & translation Order Now
Press

Kits (Press, Sales, Customer & Partner)

The branded kit will consist of a folder with card holder and slots for the various brochures, USB etc with vertical specific brochure and case study. Product demo-scripting, video recording, voice over - design, animation, presentation. Order Now
Proposal

RFP (Proposals, tenders)

Ready to use pre-defined templates with all key content to create, structure, email proposals to speed up sales. Tick Icon Order Now
Articles

Articles (Thought Leadership):

Ghost writing guest columns on behalf of client for blogs, newspapers, magazines. Tick Icon Order Now
Direct Mailer

Direct Mailers

For print and email – precise and persuasive. Tick Icon Order Now
Speeches

Executive Speeches

For events, conferences and meetings. Tick Icon Order Now
Report

Custom Research Reports

To collate data, backed by primary and, secondary research with expert validation. Tick Icon Order Now
SEO

Multi-lingual SEO

Complete audit, optimizing the site with meta-tags, keywords, back-links, and increasing traffic for lead generation. Tick Icon Order Now
Translation

Translation & Localization:

By providing localized content in the customer's 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
Manuals

Manuals
(Product, Technical, Sales, HR)

Improve, standardize and edit existing or create new manuals. Tick Icon Order Now
Content Monitoring

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 and, newsletters for SEO.

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