CREATING CLEVER CONTENT

Gabriel Garceau | Content Strategist

THROUGHOUT YOUR CUSTOMER’S JOURNEY

CONTENT

CONTEXT

Initial Consideration

Moment of purchasePost Purchase Experience

Loyalty Loop

TriggerActive Evaluation

Moment of PurchaseThe consumer is now ready to select a brand and complete the purchase

The consumer engages with the brand on a deeper level

THE CUSTOMERJOURNEY

Moment of purchasePost Purchase Experience

Loyalty Loop

TriggerActive Evaluation

Moment of Purchase

PRODUCT DESCRIPTIONS

EMAIL MARKETING INFLUENCER OUTREACH BLOGGING

SOCIAL MEDIA The consumer is now ready to select a brand and complete the purchase

The consumer engages with the brand on a deeper level

Initial Consideration

“One of the big challenges with e-commerce is keeping consumers engaged over a long period of time... Having authentic content is a good way to both express a better value and keep customers engaged.”

Ethan Song (CEO) Frank & Oak

CONTENTCOMMANDMENTS

#1 WHO? WHAT FOR?● Start by defining who you’re talking to

○ Know the audience you want to engage with

○ Different types of content enable different levels of engagement

○ Customer personas are the backbone of content strategy

● Remember the objective you’re going for

○ Branding

○ Engagement

○ Acquisition

○ Sales

● Different content tactics cater to different business objectives

D.I.YD.

#2 INVOLVE INFLUENCERS● Why should you consider influencer marketing?

○ They speak your audience’s language

○ They structure your editorial calendar

○ They come with a social following:

■ Extend your reach without paid media

● Where can you find them?

○ Famebit: Product endorsement from Youtubers

■ Perfect for reviews, unboxing, product hauls...

○ Buzzsumo: Find the most shared content and key influencers

#3 CLEVER COPY CONVERTS ● Creative product descriptions are great to improve:

○ Users’ time on site

○ Brand engagement

○ SEO

● Working with witty copywriters is cool, but...

○ Start by defining an editorial mission statement

○ Don’t talk to yourself: avoid making your readers feel stupid

● Think of producing product videos:

○ In 2015, Americans have watched 60 million hours of unboxing

videos on YouTube

#4 CREATE IT FROM SCRATCH● Leveraging UGC

○ Doritos’ Crash the SuperBowl

○ Taco Bell Homecoming

➱ Great tactic to engage users on social media (and get “free” content)

● Setting-up a studio in-house

○ La Fabrique de Contenu L’Oréal

■ Enable employees to create original branded content

(make-up tutorials, product reviews…)

#5 JUST TRACK IT● STEP 1: Develop a content strategy

○ Define an editorial mission statement for your main audience

○ Use data-driven insights to find topics/tactics

○ Document your strategy and discuss progress with your team

● STEP 2: Define your KPIs

○ Sales | Higher Conversion Rates | Sales Lead Quality |

Website Traffic | SEO Ranking | Social Media Sharing | Subscriber Growth |

Customer Renewal Rates | Brand Lift |

● STEP 3: Track your progress

○ Monitor your content’s performance

○ Benchmark engagement relative to your competition

#1 WHO? WHAT FOR?

#2 INVOLVE INFLUENCERS

#3 CLEVER COPY CONVERTS

#4 CREATE IT FROM SCRATCH

#5 JUST TRACK IT

THANKS!Feel free to contact me: gabrielg@lesite.ca