If you're a retailer and you're not generating a non-stop flow of customized, interactive content, the writing's on the wall: Publish or perish. Publishing has become an essential tool for keeping customers close as they pursue their decision journeys on the way to purchase. Here are four approaches to content retailers are trying.
The Mass Publisher
Mass publisher retailers create content of broad interest to their customers. They ask, "If we were a cable TV channel or a mass market magazine, what would our content, tone, and the experience we offered be? What would be the on-demand shows or feature articles that get viewed and shared virally? What topics could we own?"
The Problem Solver
This approach aims to make consumers aware of a solution or an aspiration they had not considered. Increasingly these marketers are seeking to help consumers who are already in a market solve a problem. As these customers are searching for answers, retailers intersect with them by publishing text or video content, interactive tools, or gateways to one-to-one help. Like Home Depot how-to videos.
The Social Engager
Social media has enabled people to engage your brand to get a stream of deals, participate in contests, see sneak previews, or receive other regular communications. But delivering on that promise requires creating a robust programming schedule to feed the channel, having the people available internally (with appropriate protocols) to respond to customer posts, and designing experiences that encourage followers to get others involved.
The Personal Concierge
In this approach companies create personalized content to help move each customer through a decision journey from considering a brand to evaluating, buying, experiencing, advocating and, ultimately bonding.
Check out the original article here .... Who's Your Brand's Editor-in-Chief?
The Mass Publisher
Mass publisher retailers create content of broad interest to their customers. They ask, "If we were a cable TV channel or a mass market magazine, what would our content, tone, and the experience we offered be? What would be the on-demand shows or feature articles that get viewed and shared virally? What topics could we own?"
The Problem Solver
This approach aims to make consumers aware of a solution or an aspiration they had not considered. Increasingly these marketers are seeking to help consumers who are already in a market solve a problem. As these customers are searching for answers, retailers intersect with them by publishing text or video content, interactive tools, or gateways to one-to-one help. Like Home Depot how-to videos.
The Social Engager
Social media has enabled people to engage your brand to get a stream of deals, participate in contests, see sneak previews, or receive other regular communications. But delivering on that promise requires creating a robust programming schedule to feed the channel, having the people available internally (with appropriate protocols) to respond to customer posts, and designing experiences that encourage followers to get others involved.
The Personal Concierge
In this approach companies create personalized content to help move each customer through a decision journey from considering a brand to evaluating, buying, experiencing, advocating and, ultimately bonding.
Check out the original article here .... Who's Your Brand's Editor-in-Chief?
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