As digital marketers access new tools that remove the most common barriers to content creation, they're faced with a new problem: too many possibilities. With a wealth of potential, it can be difficult for brands to narrow their options to the perfect content type for their next consumer-facing campaign. A good place to start is to evaluate your campaign and strategic digital goals. In the second part of this two-part series, I break down four campaign goals and recommend the best content type for each. (Here's
part one of the series.) Regardless of your chosen content type, don’t forget that instant shoppability is non-negotiable. It doesn’t matter how engaging and inspirational your content is if there isn’t a quick and easy way for consumers to purchase. When consumers are brought away from a rich, creative experience to a static product page or grid, they're more likely to abandon the purchase altogether. Your expertly crafted consumer experience has inspired them to buy — why take them away from that? If your goal is to deliver a rich brand story, the best content format is definitely storytelling content. These experiences contribute to a strong brand image and can strengthen your customer-brand relationship. It’s a great way to increase engagement; your shoppers are kept on the page, meaning they're spending more time shopping and exploring your products. However, storytelling content has to go beyond simple blocks of copy. Interactive media such as gifs, video and animated page elements make the experience dynamic and rich. Furthermore, images and headings within the copy keep the page “skimmable” for shoppers on the go. Interested in educating the customer and creating product awareness? For this goal, I recommend tutorial content. These experiences are always fresh and exciting because there's no one way to deliver them. From how-to videos, quizzes, step-by-step guides and user-generated content, the possibilities are endless. What’s most important is that value is provided to the consumer outside of the products you're selling. In fact, a product doesn’t even have to be included. The primary focus of tutorial content should always be education, not the “sell.” These experiences make your brand a trusted destination for shoppers, encouraging return visits and brand loyalty. I especially recommend tutorial content for products that have practical uses and would benefit from instructional content, such as skincare and cosmetics, home improvement, fitness, and electronics.
This article was originally published on totalretail.com on July 21st, 2017. Read the full article here.