Tactics > getting set for Christmas News
A content strategy isn’t just for Christmas
By Tim Gibbon W
Creating new content should be a priority for online retailers, at Christmas and beyond
e’ve just passed the middle of the year and it may seem that content planning for
Christmas is a tad premature. However, given how important the relationship is between
content, building a rapport with consumers, and sales, it’s never been so critical for ecommerce businesses to be prepared.
What is a content strategy? A content strategy is the creation, communication and management of a range of different information, useful for audiences to engage and interact with. It isn’t restricted to written content, but includes images, infographics, photographs and video throughout a website, blog and social media. One objective of a content strategy should be to use the main website as the primary source for assets that can be used in a social environment. This brings the audience back to the website where relationships and sales can nurtured.
Beyond seasonal demands Creating a new ecommerce website or refreshing an existing one is just the beginning. Beyond the delivery of a website, online retailers need to drive customers to it and create content that engages its audiences enticing them back for more—this “stickiness” is a powerful tool in encouraging customers to spend more time on your site and, ultimately, buy something. A strategy creates the framework and provides structure in the production of consistent content that is on- brand and relevant and goes on
to build relationships with consumers on a personal level. Creating content for and solely relying on a seasonal demand times, such as Christmas, would only submerge the brand into narrow competitive timelines instead of exposing it to other fruitful opportunities that exist outside of this time. The obvious examples of content
opportunities would be milestones for a business, say a trading anniversary, but look deeper for internal and external news. This could include the impact that recent social or economic events have had upon the business and its audience, or current affairs. By no means should this be a way one-way conversation or approach, a retailer needs to be bold in having all important conversations with its audience and it’s where essential elements of the strategy will exist.
Creating content Building sustainable and relevant content is critical to the success of a content strategy. Beyond the types of content mentioned
above, businesses can consider articles demonstrating their knowledge in a particular field, employee and consumer interviews, news, polls, research, product reviews, and Q&As including different types of content implementation, being adaptable to change with the needs of the business. Common mistakes are creating similar content that is too formulaic and is written without audiences and brand in mind. Copy and the content need to be on-brand, interesting, and compelling enough to capture the readership’s attention with the goal of sparking conversation and debate, and enticing them to come back for more.
Content strategy tip sheet
1. Assign someone to manage the overall upkeep of the content strategy to sustain style, tone and delivery. 2. Involve all departments in the creation of ideas and content; including communication of it. 3. Integrate communications, marketing, media and social relations into overall strategy; don’t operate them in silo. 4. Plan for milestones and events and ensure they are not
missed, but allow flexibility to adapt and evolve the strategy. 5. Include the audience in bouncing ideas off and feeding back their input and consider how this can used as part of the strategy. 6. Consider the impact upon search and social media, including media relations content, but don’t be ruled by it. 7. Think how content can be shared and made social to
audiences on the website and elsewhere. 8. Ensure that content is as high a quality as possible and how it may be used by others easily. 9. Adhere to relevant local and international law, including new ASA regulations. 10. Update and keep content strategy fresh and adapt to the news of the business evolving to build brand legacy.
Managing the strategy To manage the flow and production of content, and ensure it’s managed seamlessly, businesses should ideally use a content management system (CMS) possibly through a company intranet. When a robust content strategy is in place,
the hard work really begins. Some of the hardest parts will be managing implementation, effectively instilling the right ethos throughout the business and making content a fluid part of operations. Content managers need to realise that the direction, production and needs of the business’s content will change over time and therefore the strategy should evolve. It would be wise to include the audience in the development of content because their feedback will be forthright and open.
Longevity is the name of the game Pinning content solely on seasonal demands may meet short-term needs, but in doing so businesses are working within an area of mass saturation, that will, in most cases, require more budget and superior campaigns to outshine competitors. It certainly doesn’t resolve the need in building longevity that would result in stronger brand development. To build long-term legacy, businesses need
to continually create content that is engaging, interesting and relevant—keeping content strategies healthy by evolving. Ultimately, working outside of the obvious peak times, managing activity that is more proactive will differentiate appeal more creatively.
Tim Gibbon is director of communications consultancy Elemental.
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