Re-Imagining Content to Expand Reach and Mindshare
Business Solutions Guide | Part Two in a Four-part Series on Content Reuse
Get Ready for the Era of Retail 3.0
As much as we’d like things to stay the same, it’s not to be. Web and content marketing for CPG companies is one such example. But even amongst change, retail companies that can move quickly and re-imagine how they use content can find new opportunities to add value for consumers, resulting in more revenue as well as more loyalty and higher levels of advocacy. Finding success is closely related to how content is used originally, as well as re-imagined to serve additional purposes.
One of the first things online marketing teams can take advantage of is the shift from bundled content to content fragments. The “long tail” of content, regardless of channel or type, has enabled consumers to search for and access content as standalone objects rather than in bundled formats, such as newspapers, catalogs, or even stores. As you do so, consider that eCommerce currently accounts for only 5% of all retail sales. This is your next opportunity.
iConsumer research predicts that, “the combination of mobile retail and true multi-channel integration will have a transformative effect on the retail experience, and begin the era of Retail 3.0.”
The shift to prepare for the era of Retail 3.0 applies to marketing mindset as well as to technology and includes:
Shifting your approach to the concept of “More”
Taking a dynamic approach to personalization
Purposefully re-imagining content to meet business goals
This guide is part two of a four-part series on content reuse. It presents a practical approach to addressing the chaos that the demands for more content creates. It also provides insight into how content can be efficiently created to address multiple personas throughout the customer journey and be used to expand into new markets.