Presented at eTail Palm Springs by Steve Groenier on February 27, 2012. Top retailers have become the new kings of content with vast libraries of expert articles, videos, blogs, product reviews, Q&As and more. While this content has helped to drive traffic and improve conversion rates it may also hold the key to creating truly loyal customers. Learn strategies for unlocking the hidden value in your content library and discover specific, actionable tactics for using content to improve all areas of your retail business. - Learn how content drives customer loyalty. - Build a network of influential experts who produce content for you. - Use content to improve your product selection and customer service. - Curate user generated content to increase visibility and drive social sharing. - Discover strategies for getting customer feedback from multiple channels. - Learn how to turn customers into an army of content producers.

1. The New Content Kings
How retailers are using
content to create loyal
lifetime customers.
Steve Groenier | February 2012 Attract Online
steve@attractonline.com twitter: @marketonline attractonline.com

2. Key Takeaways
• Why customer loyalty is critical to your long-term
success & survival.
• How to create a content strategy that will drive
customer loyalty.
• 6 tactics for turning customers into your best content
producers.
• 3 ways to create content that drives sales.
• How your content strategy can help you improve other
areas of your business.

3. How do customers see you…
YOUR
BRAND

4. ONLINE
YOUR BRAND

5. How good is your price?
PRICE

6. How big is your selection?
PRODUCT
SELECTION

7. Can you delight with service?
SERVICE

8. Truly Loyal Customers Only See…
YOUR
BRAND

9. How can your business

10. “We take those funds that might otherwise be used
to shout about our service, and put those funds
instead into improving the service.
If you do build a great experience,
customers tell each other about that.
— Jeff Bezos, Amazon

11. “
We view any expense that enhances the
customer experience as a marketing cost
because it generates more repeat
customers through word of mouth.
— Tony Hsieh, Zappos

12. How do you improve the

13. The Customer Experience

14. the great thing about CONTENT
Wine Guru Gary Vaynerchuk

15. the great thing about CONTENT

16. the great thing about CONTENT

17. The Primary Goal of
Drive Customer Loyalty

18. How can CONTENT drive loyalty?
• Share their knowledge freely
• Gather customer feedback
• Build word-of-mouth networks
• Create customer communities
• Make an emotional connection

19. How can CONTENT drive loyalty?
knowledge
• Education sharing
• Expert Articles • Website Pages
• How-To’s • Blogs
• Q & A’s • Videos
• Tips • Mini-Sites
• E-Books

20. Inform, Educate & Inspire

21. Inform, Educate & Inspire

22. Inform, Educate & Inspire

23. Inform, Educate & Inspire

24. Expert Articles

25. How To’s

26. How To’s

27. Get Blogging

28. How can CONTENT drive loyalty?
• Product Ratings &Reviews
• Facebook Polls & Questions
• Email Survey
• Website Feedback Forms

29. Gather customer feedback

30. Gather customer feedback

31. How can CONTENT drive loyalty?
• Recruit Bloggers (Written and Video)
• Reward with badge to post on their site.
• Promote when they write about you.
• Recruit experts to contribute content.
• Build relationships with social influencers.

32. Build word-of-mouth networks

33. Build word-of-mouth networks

34. How can CONTENT drive loyalty?
• Make community a focus.
• Build social presence.
• Start a forum.
• Host online & offline events.

35. Create customer COMMUNITIES

36. Create customer COMMUNITIES

37. COMMUNITIES on home pages

38. COMMUNITIES on home pages

39. COMMUNITIES on home pages

40. How can CONTENT drive loyalty?
• Go out of your way to help customers.
• Enable customers to tell stories.
• Compliment your customers.
• Say Thank You!

41. Make an EMOTIONAL connection

42. Get Customers to Create Content
• Send EMAIL asking to review products.
• Provide way to Ask & Answer QUESTIONS.
• Have fun with CONTESTS.
• Ask for their OPINION about products.
• Launch a BLOGGING partner program.
• Give away products for making VIDEOS.

43. Asking & Answering Questions

44. Blog Contest

45. Facebook Photo Gallery

46. Customer Videos

47. How Content Improves Your Business
• Buyers get feedback on new items before
they order.
• Have Customer Service respond to
problems posted on Facebook wall.
• Mine product reviews for problems.
• Distribute customer feedback to related
teams.

48. To improve the CUSTOMER EXPERIENCE
• Include content in your SITE SEARCH results.
• Curate Facebook content for a NEW BLOG.
• Feature content in your EMAIL NEWSLETTER.
• TWEET about your stories from your bloggers.

49. Content through SITE SEARCH

50. Content through SITE SEARCH

51. Content through SITE SEARCH

52. Content through SITE SEARCH

53. Curate content into NEW Blog post

54. Feature Customer Content in EMAIL

55. Summary
• Customer LOYALTY is critical to your long-term success &
survival.
• Create a winning CUSTOMER EXPERIENCE with content.
• Get customers to CREATE CONTENT with product reviews,
questions & answers, blogs, photos, videos, stories.
• DRIVE SALES by introducing new products through sneak
previews, creating top 10 lists, and promoting great
reviews.
• Get your ENTIRE BUSINESS involved in your content
strategy and improve other areas of your business.
• Contact me if you have any questions:
steve@attractonline.com