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Why retailers need to focus on content marketing

The retail sector is changing at a fast pace, and content marketing strategies need to adapt in tandem.

We all know that Amazon is a shopping site where visitors go to specifically select and purchase products, and it has such a high profile that many people now do the majority of their shopping there. Amazon does not need much content other than product descriptions and reviews, but for lesser-known retailers, it is essential to have a digital marketing campaign.

Build it and they will not come

If you are a retailer that’s not a household name, then simply copying Amazon and building an ecommerce site and expecting to generate lots of sales is not enough. To build successful brands requires content, and the brands that create the best content convert more visitors to buyers.

Digital content influences spending habits

Last year, Deloitte Digital published a report called ‘The New Digital Divide’, in which it reported that 60% of purchases are as the result of people reading web or social media content. The purchases are not just online ones; 22% of customers spend more in physical stores after reading digital content. The conclusion of the report is that between 30% and 50% of retail sales are influenced by digital content.

Quality content is the key

Just spending a lot on creating more content is not sufficient. Content needs to be placed on the correct channels. As well as the company website, content should be seen on the social media that customers of the retail business use.

Content needs to adapt to trends, especially in a fashion related or a technology business. It needs to creates a relationship with visitors so that they trust the brand and are predisposed to purchase products.

For advice on how to create quality content that converts visitors to paying customers, talk to us at Pressroom.

John is every inch the wordsmith and loves a game of Scrabble above all else. With experience writing for newspapers, John’s time at university was spent studying Creative Writing – something which comes across in his love of the pun.

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