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What is a Content Commerce Strategy?

Nikki Lanzer October 7, 2021

Online retailers have known for years that content is an essential part of attracting and retaining a loyal customer base. Creating valuable content is one of the best ways for brands to grow, drive sales, and remain relevant. Usually, the process of making content — such as videos, blog posts, or eBooks — is referred to as content marketing. However, a slightly different term recently emerged that better defines the modern-day marketing experience: content commerce.

Defining Content Commerce

According to Convictional, content commerce can be described as “the strategic integration of relevant brands and media to deliver differentiated shopping experiences for consumers.” This simply means that vendors (brands) can develop partnerships with various platforms and channels (media) to create more valuable customer experiences and drive sales. For example, a streamlined omnichannel marketing strategy may be recognized as a content commerce strategy. Whether a customer finds a brand through a social media influencer or the company’s own blog post, their impression of the brand should remain the same.

The Importance of Valuable Content

In 2019, Statista conducted a global survey to gauge the importance of content marketing. 91% of those surveyed said that they were already using content marketing to promote their companies, and 77% stated that their organizations had content marketing strategies in place. 

With consumers around the world growing tired and annoyed with traditional advertisements, content creation has become a necessity. Content commerce just takes content marketing a step further by providing valuable advice and information first, and then including links to relevant products. Allowing promotional content to take a backseat to genuine, relevant information will help consumers view your brand as trustworthy and genuine instead of overly sales-y.

Launching a Content Commerce Strategy

Each brand can have a different approach to content commerce depending on their target demographic, their preferred platforms, their budget, and other factors unique to specific industries. For instance, some companies have invested in printing their own magazines, whereas others rely on the power of social media to share industry news, expert tips, or blog posts. The most important thing to remember is to put the customers’ needs first, addressing their questions or concerns before introducing your products to them. While this may not convince someone to buy the first time they interact with your business, this strategy is key in developing long-lasting relationships with your audience and inspiring greater brand loyalty in the long run.

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