1. Where Content andCommerce Collide

2. Content marketing is apopular phrase andoften people use it toflatteringly describebroadcast marketing.James Gurd, Digital Juggler 3. What are the commercial benefits of doingcontent marketing? 4. Its a clich but content is king. Its one of themost important things for ecommerce,especially SEO.Theres a Dutch saying, if youre writing,youre in business.You need to produce original and uniquecontent for your audience to stay ahead of thecompetition.Richard Landman, Owner, Key Music Group 5. Use of external resources 6. Tips on finding people who are in tune withthe brand identity Look at existing resources. Conduct writing tests during the interview.Iris McSweeney, Web Content Manager, Schuh 7. Do you have a clear content strategy andcontent marketing calendar?1. Defined and approved2. Define and in review3. Being planned4. We dont have one| 10 | Where Content and Commerce Collide 8. Do you have a clear content strategy andcontent marketing calendar?Source: Based on the interviews conducted for this report. Please note its a small sample. 9. Framework for content strategyResearch /InsightContentManagementandResourcingContentPlanning /ObjectiveSettingContentProductionContentReview andOptimisationDelivery andDistributionSource: Econsultancy Content Strategy Best Practice Guide 10. Framework for content strategyPre-ProductionPost-ProductionProductionResearch /InsightContentReview andOptimisationSource: Econsultancy Content Strategy Best Practice GuideContentManagementandResourcingContentPlanning /ObjectiveSettingContentProductionDelivery andDistribution 11. Content or commerce? 12. https://www.youtube.com/watch?v=MRQ5xOmwacw&list=PLD3E3FEDF648ACAC6 13. Creating multichannel campaigns is key tocreating amazing customer experiences forSelfridges customers. 14. The content marketing KPI spectrumRevenueandconversionTrafficOffline Engagement 15. Content can drive immediateconversions but in my experience, thebiggest impact is on nurturing peoplethrough their buying cycles and keepingpeople engaged with the brand outsideof them.James Gurd, Digital Juggler 16. Digital Transformation1. Leadership and Vision2. Customer Experience3. Operational Process4. Business Modelsloanreview.mit.edu/article/the-nine-elements-of-digital-transformation| 20 | Where Content and Commerce Collide 17. Meet your new CMO| 21 | Where Content and Commerce Collide 2014 EPiServer 18. the world is connected| 22 | Where Content and Commerce Collide 19. and brands must providea connected experience.| 23 | Where Content and Commerce Collide 20. Customer Experience Changing landscape| 24 | Where Content and Commerce Collide 21. | 25 | Where Content and Commerce Collide 22. | 26 | Where Content and Commerce Collide 23. | 27 | Where Content and Commerce Collide 24. | 28 | Where Content and Commerce Collide 25. | 29 | Where Content and Commerce Collide 26. | 30 | Where Content and Commerce Collide 27. | 31 | Where Content and Commerce Collide 28. | 32 | Where Content and Commerce Collide 29. | 33 | Where Content and Commerce Collide 30. | 34 | Where Content and Commerce Collide 31. | 35 | Where Content and Commerce Collide 32. | 36 | Where Content and Commerce Collide 33. | 37 | Where Content and Commerce Collide 34. Operational Process - Ecosystem| 38 | Where Content and Commerce Collide 35. | 39 | Where Content and Commerce Collide 36. | 40 | Where Content and Commerce Collide 37. | 41 | Where Content and Commerce Collide 38. Email variants| 42 | Where Content and Commerce Collide 39. | 43 | Where Content and Commerce Collide 40. | 44 | Where Content and Commerce Collide 41. Digital Transformation1. Focus on the customer2. Simplify the experience3. Always on Commerce4. Streamline systems5. Use all data6. Digital innovation - fail fast| 45 | Where Content and Commerce Collide 42. Primary Drivers for Content Marketing| 46 | Where Content and Commerce Collide 43. Roadblocks| 47 | Where Content and Commerce Collide 44. The EPiServer Difference| 48 | Where Content and Commerce CollideAgilityto respond quicklyto marketopportunitiesExperience isthe differentiatortodayBusinessEfficiencythrough simplicity 45. Focus on Connected Customer| 49 | Where Content and Commerce Collide 46. Combine Content + CommerceOn every screen| 50 | Where Content and Commerce Collide 47. Create Once Publish EverywhereDigital Ecosystem| 51 | Where Content and Commerce Collide 48. | 52 | Where Content and Commerce CollideDeliver based on Context 49. Leverage dataBehavioral insights| 53 | Where Content and Commerce Collide 50. | 54 | Where Content and Commerce Collide 51. Top takeaways Companies are divided on theprimary role of content between driving revenue andengagement Add shopability to content toavoid distracting from thebuying process Define a content strategy Coordinate content acrosschannels The right technology platform tosupport the content marketingplan and scale| 55 | Where Content and Commerce Collide 52. Want more?Download the Research paperhttp://www.episerver.com/contentandcommerceOr find out more about EPiServerhttp://www.episerver.com/All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means,electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without priorpermission in writing from the publisher. Copyright Econsulancy.com Ltd 2014.| 56 | Where Content and Commerce Collide