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by Jess Iandiorio
The secret is out: Great content drives commerce engagement.
However, creating an easy handoff between the content experience and the purchase experience remains a mystery for most. To fully integrate these two experiences, retailers and brands will need to look at technology and far beyond. I recently published an eBook that provides a path forward: 5 Strategies for Closing the Content and Commerce Gap.
Here’s a quick recap of the 5 Strategies:
1. Reorganize your marketing and merchandising functions. Separate teams meant conflicting goals and often separate systems. While brand marketers owned recruitment and delivering brand experiences, merchants owned conversion and post-sale engagement. It’s old school, and there’s no better time than now to say, “Out with the old, in with the new.” The new organization will blend these teams into one digital experience delivery team.
2. Hire like you’re a publisher. Content is king, but resource constraints will likely prevent your organization from creating critical content experiences. You need to hire content strategists and producers to scale the development.
3. Invest in technologies that break content silos and disjointed experiences. Alongside the organization transformation is a required technical transformation. In my recent report, I referenced a Forrester report that showcases three technical delivery options for integrating content and commerce. You can access the report for free via the blog.
4. Adopt agile development methodologies. While the quality of experience comes first, the pace of delivering that experience is a close second. Retailers and brands also need to adopt agile development methodologies to keep pace with young online-start up brands who offer extreme personalization. Moving to continuous delivery practices align the business and IT, and give your organization a competitive edge.
5. Let your brand advocates tell the world. As you undergo this transformation, you may be wondering: How do I launch this new experience? You need to build and embrace your social army to tell your story.
Check out my new eBook to learn more, and please provide feedback as well as share your thoughts on other strategies!