What to Consider for Content that Converts
When we say we create content that converts, we mean it. Across our divisions, our commerce catalysts continue to create digital content that appeals to consumers through creativity, emotionality and successful targeting. But the processes, specifics and strategies for making this content can vary across content type, creating divisions, and more. Some of our top strategists break down what they consider when planning deliverables that deliver.
Let Creativity Meet Data
Creativity is key, but data is king. Let data help your brand decide what content works best for your consumers, especially on digital storefronts like Amazon. “To remain at the forefront, brands and sellers need to harness the power of data-driven insights for more informed decision-making. Next year, Amazon is set to offer even more robust analytics tools, empowering businesses to understand consumer behavior, optimize marketing campaigns and enhance their product offerings,” Gabby Maksian, Director of Marketing at Front Row, writes for Glossy. “The mastery of data is no longer a luxury but a necessity for brands seeking to excel. Because of Amazon’s ownership of the whole consumer ecosystem — from awareness to purchase — it’s an especially powerful advertising tool.” Consider expanding your options for mastering this data — try testing educational content, human elements, product imagery and more on your Amazon storefront to see what drives the most conversions.
Personalize the Experience
We’ll always preach personalization for consumer-facing content, but consider the personalization your brand’s strategies may need to truly succeed. “If you’ve done the work to figure out your problem zones, the right strategy should present itself. Your strategy should then be based on reversing the negative signs you’re seeing or replacing them with positive behaviors,” says Mark Wieczorek, Chief Insights Officer at Front Row. “For example, if your diagnosis is that you lack brand awareness, your strategy should involve widening and deepening your engagement with consumers. For example, maybe you need to offer more personalization in your campaigns. Over 70% of consumers expect brands to offer personalized experiences and messaging.” Identifying problems in your brand’s content strategy sooner rather than later is imperative for forging a path toward conversions.
Keep Their Attention
Once your content’s started converting, it’s time to recalibrate toward retention. Take note of your consumers’ shopping patterns and start considering targeting your consumer base more directly. Katarina Christofferson, Director of Performance Marketing, writes for SiteProNews: “Targeted performance and email marketing campaigns are far more likely to yield significant results. By carefully considering timing, you can prioritize growing your email list and driving new customer web traffic…Once you’ve captured [consumers’] attention, continue engaging your audience with exciting and unique content in a less pressurized environment.” Creating content that speaks to shopping patterns, from copy and design to testing when it’s best for deployment, can keep that personalization intact to retain consumers’ attention.
Our teams can’t wait to get started on bringing your brand’s vision to life for a whole new audience. Share your story with the world with our forward-thinking, global content strategies. Get in touch with us at frontrowgroup.com/contact/ now.