This document discusses how content and commerce have traditionally been separated, but are now converging to provide a better customer experience. It outlines some challenges, such as content being developed in silos and new systems not changing old processes. The document advocates for a "create once, publish everywhere" approach using a digital content library. This would allow amazing marketing teams to develop assets once and share them across all touchpoints. It provides examples of how to leverage online video, curated content from other sites, and brand journalism to engage customers and build the brand. The conclusion calls for leaders to implement organizational changes and systems to facilitate this new content-commerce model.

1. When Content Meets
Commerce:
Storytelling Best Practices for the
Modern Retail Marketer
Dawn Kole
Owner
Digital DNA Marketing

2. Commerce Enabled Content
Presented By: Dawn Kole
@dawn1364

3. In the beginning…
There was content…
There was commerce…

4. In the beginning…
• Besides the product data for commerce that
filled the usual product detail page from a
database, most other content was relegated
to buying guides, blogs or navigational pages.
• Content was not there when a customer
needed it to convince their buying decision
without forcing the customer to leave the
purchase path.

5. Then we started to get smarter…
• Reviews were added
and gave customers
information that they
could use similar to if
they were in a store
and asked the
salesperson, a friend,
or another customer
for their opinion.

6. Then we started to get smarter…
• Videos were added to
bring life to the product
so a customer could
imagine themselves
using the item.
• Detailed content like
product manuals, specs,
warranty information
became more available.

7. Then we started to get smarter…
• User generated content
like user photos and social
posts began appearing on
product detail pages.

8. But where was the sizzle?
Where was the enticing product STORY that
would emotionally engage the customer, no
matter what product you were selling?

9. So, what’s the problem?
• Today content is developed typically in silos.
• Marketing departments are more fragmented
than ever.
• New systems are designed to facilitate old
processes.

10. How do we leapfrog over the problem?
• Not just solve it, but
blow it away.
• We need a revolution.
• We need people that
can lead this change.

11. Content Silos
• Today, much of the content is developed by
each individual area of the company that is
responsible for that touchpoint.
• Very large campaigns stand a good chance at
getting a cohesive effort – often driven by an
outside agency or a committee attempting
collaboration as the solution.

12. Corporate Fragmentation
• Web site ownership certainly has made its rounds
from IT to Marketing to Merchandising and everything
in between.
• The same can be said for the media side of digital
marketing and now content – whether it be user
generated social, owned, paid or earned.
• And the realities of corporate organizational behavior
create even more reasons that create a fragmented
customer content experience as well.

13. New systems with Old processes
• Companies invest millions in new software to
meet the needs of the ever-changing digitally
enabled consumer.
• However, old behaviors die hard, and often old
processes are kept because that’s “the way we
do things here” when the reason why
something was done a certain way has been
since long forgotten and in fact no longer even
relevant.

14. New systems – Old processes
• New systems ‘customized’ keep
old processes in place instead of
reinventing new optimized
processes that would require
employee behavior change.
• And the anticipated ROI of that
capital investment is
handicapped because the old
processes were carried forward.

15. Imagine a Different Future
The most powerful
execution that can drive
customer satisfaction
and real shareholder
value are implemented
in a Create Once Publish
Everywhere
environment. (COPE)
Digital
Content
Library
Web Site
Mobile
Site
Social
Media
Digital
Signage
Email
Marketing
Print
Broadcast
Publicity
ET AL

16. Basics of COPE
One amazing marketing team creates an
overarching positioning statement and creative
assets for the program or campaign, complete
with measurement goals for each touchpoint,
taking advantage of the best practices in each.
Internal, External, Agency, and Key Partners all
contribute to and access the content library
through a cloud based digital asset system.

17. Digital First
• Start with Digital First. Create content for
digital communications channels, and then use
that content everywhere – optimized for each
touchpoint.
• Break the chains that are holding us back.
• Take advantage of second screening,
interactive tv, mobile connectivity everywhere,
and make it easy for our customers to do
business with us.

18. Top Opportunities
Online Video: hotspots,
interactive, learning
oriented, demonstrations.

19. Videos on home page
Videos as hero on
product detail page
Lead with BENEFIT,
not product features.

20. Hot Spots
and Video
Showcase

21. Content/ Commerce Video
• HotSpotting in online video – not new, but not mainstream
• Higher click through: 5-6 times per video
• Higher Engagement: 30% watch
• Still opportunities to leverage – don’t hide these videos on
your product pages – they should be on home page, on
landing pages, in emails, in display ads, on other company’s
sites, YouTube, affiliate partners, shopping sites, TV channel
• Companies to watch:
• Concise Click
• VideoClix
• Overlay.tv
• Clikthrough
• LiveClicker

22. Top Opportunities
Curated: Why
make all your
own? With so
much content
already on the
web, find the
great pieces that
support your
purpose.

23. Top Opportunities
Curated:
• Lends credibility
to your site
• Visitors will come
back more often
• Anti-narcissistic

24. Top Opportunities
Start a separate
“information site”
that links to your
retail site.
A bit like you are
your own affiliate.

25. Brand
Journalism
Stories from
customers,
employees,
community

26. Set a mood
Build your
brand
Alleviate
channel
conflict

28. Whose ready to lead this change for your
company and for the industry and HOW?
• Planning documents
• Organizational structure
• Design process to ensure success
• Use specialty vendors for speed to market
• COPE requires Digital Asset systems first, then Content
Management systems
• Decide best uses of each consumer touchpoint based
on your customer usage patterns.

29. Take Action
• Contact me for more information and guides.
dawn@DigitalDNAMarketing.com
704-870-7091