How To Bring Content Marketing In Store

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Feb 26 2015, Posted by Lisa Cramer

Content marketing. It’s one of the most talked about terms in the marketing community. In fact, according to MarketingProfs:

  • 77% of B2C marketers use content marketing, and
  • 69% are creating more content now than a year ago

So, why am I telling you this? Well, now there’s an opportunity to bring this same level of contextual, personalized content to consumers shopping in store to better influence the 94% of all U.S. sales that take place there.

Content marketing makes great sense when used for email, blogs, social media and premium content for prospects, but what does that mean for brands and retailers targeting customers in store? Whether you are targeting a B2B prospect or an end consumer, the objective behind content marketing is the same—deliver the right content to the right person at the right time and good things happen. So the question is, how can we apply this in store?

Using digital in store, marketers (from both brands and retailers) have a new opportunity to deliver relevant, personalized content to consumers. However, the effectiveness of content marketing comes down to the strategy behind figuring out how to micro-target messages. To do this, you need to create content maps that provide all the dimensions/considerations available and the appropriate content that should be delivered at that time. Content mapping is a process by which you map the multiple dimensions/considerations of your consumer against content appropriate for each slice.

Here are 6 key dimensions/considerations that must be thought through when embarking on a content marketing strategy in store:

  1. What devices are available?
    Generally digital signage, interactive displays and consumer mobile devices are some of the most common vehicles for enabling content marketing in store.
  2. What’s the location of these devices and do we know the consumer’s proximity to these devices?
    Technologies such as beacons/BLE are a great option for proximity marketing. And, according to a study by Swirl Networks, 60 percent of consumers would buy more as a result of receiving beacon-triggered marketing messages.
  3. Do you have a messaging hierarchy based on the consumer’s proximity to the product or where consumer is in their buying journey?
    Understanding where the consumer is in their buy cycle and what touch points they access on their path to purchase helps you to deliver content specific to that buy cycle, i.e. product information early in the buy cycle versus pricing later in the cycle.
  4. Can we personalize our messaging based on who the consumer is—new/returning, demographics and purchase history (ie, through a loyalty app and beacon combo or CRM system)?
    According to a study by Google, 85 percent of consumers would be more likely to shop in stores that offer personalized offers and 64 percent of consumers would be more likely to shop in stores that offer specific recommendations for products to purchase.
  5. Is an RSA able to trigger hidden content on a device(s) to supplement their conversation with different consumers and their needs?
    If we don’t know the individual via previous interaction with our store or brand, then having a “trigger” available for a sales associate to utilize to change content per the demographic and/or desire of the consumer, could be an effective option.
  6. Is content based on time of day, season, location and more? If so, can that content be changed accordingly with minimal manual interaction?
    Again the more specific to the end customer, the more effective the content.

Depending on the dimensions/considerations that you are able to control, developing a content strategy and map can help to maximize content in store.

Are you setting yourself up to maximize content in store? Good content marketing strategies and execution have proven to increase sales. It’s time to get serious with it in store!
Image Credit Copyright: / 123RF Stock Photo

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