I went to the Online Retailer Expo in Sydney last week. I didn’t go to the main conference (but will next year), instead I attended Martin Newman’s Optimisation Masterclass.
It was excellent, and refreshing to mix with a bunch of online retailers looking for the best way to optimise content to help sales.
It got me thinking about the role of content strategy within this industry. In a way, a content strategist working for an online retailer has an advantage over one working for a corporate. Why? Well for many of us, selling content strategy in an organisation can be hard. A lot of the benefits seem intangible. It may be tricky to convince management it’s important.
But for the retail world, good content strategy can be linked to sales. There’s a clear dollar benefit of doing it well. And who doesn’t want more sales?
So what would be some good content strategy deliverables for an online retailer? Here are some thoughts:
- A well thought out taxonomy that’s used across all products.
- Clear processes for creating and maintaining content for product descriptions.
- Structured content which can be used for multiple purposes.
- Strong messaging which is carried across all channels.
- Editorial strategy reflected in visual merchandising as well as other rich content.
- Smart use of metrics and testing to see what’s working and what isn’t.
{ 2 comments… read them below or add one }
It may be tricky to convince management that is important. A lot of the benefits seem intangible…
nicole´s last post ..glass tableware
It was excellent, and refreshing to mix with a bunch of online retailers looking for the best way to optimise content to help sales.
leigh´s last post ..movers in Bethesda
{ 1 trackback }