E-commerce is constantly evolving. With increasing customer numbers in online retail, the so-called customer journey – the path that a potential customer goes through before deciding to make a purchase – is also becoming more and more important! This is where the term content commerce comes into play.
What does content commerce mean?
Content means content and commerce is commerce. Reduced to its simplest form, the term content commerce describes the process of generating revenue from content that is published digitally. Content merges with pure commerce and is integrated into the buying process. Thus, creating relevant and valuable content should attract the target audience and convert them to customers.
What are the benefits of content commerce?
This is a legitimate question, since content commerce is more complex and time-consuming to set up. But if you take a look at the advantages, you will quickly realize that the benefits outweigh the disadvantages and that there is no sensible way around content commerce:
1. increased conversion rate and interaction rate
According to studies, the conversion rate for companies/websites that use content commerce is 6x higher than those that forgo meaningful content. Interaction rates are also above average, as content that your audience finds valuable or interesting inevitably leads to higher engagement. Website visitors stay longer on the page, share content and comment on it.
2. improvement of brand awareness
Valuable content leads to people talking about their product, sharing it on social media and them being seen and found more often because of it. Furthermore, you transport the values of your company and increase in personality.
3. generation of traffic and leads
By creating targeted content, you can reach the exact people who fit your target audience. This ensures that your content is only consumed by those who are actually interested in buying their product. Now, if you also post value-added content on a regular basis, you’ll increase your traffic and, by extension, your leads.
4. has a positive effect on the SEO
The more content they publish, the better you will be noticed by search engines and rise in rankings. This leads to you being found better and thus increases your organic traffic, which also has a positive effect on your ranking.
5. customer loyalty through emotions
Valuable content that adds value to your audience and makes them feel understood will help you build a stronger bond with your company. Emotions are the strongest link available to your business, helping you to build customer trust
and further cement brand loyalty.
6. improvement of the marketing ROI
In the long run, content commerce improves your ROI. Because once content is created, it’s yours and works ceaselessly for your company, including an explainer video that briefly and succinctly highlights your business. Valuable content usually does not have an expiration date and become “unfashionable” – no, on the contrary! They linger and endure. As a result, you don’t have to continually reinvest to promote yourself, but generate traffic, leads and sales with content you’ve already created.
The example of “intoxication
A very well-known example of the benefit of content commerce is chocolate manufacturer Rausch, which completely exited the supermarket business in 2015. The reason for this was that the unique selling proposition of “quality” did not come into its own among the many well-known chocolate manufacturers. By switching sales to online-only and with the help of valuable blog posts, Rausch has been able to reemphasize its benefits and is seeing a stable growth rate every year.
Conclusion
Content and commerce belong together and help every company to stand out from its competitors and to convey its corporate personality in a credible way. We’d love to help you put your valuable content into a crisp explainer video!
