Building Awareness With Content
Developing an online identity is great, but what’s the point if it isn’t designed to make you money?
The solution is Content Commerce.
At it’s core, content commerce is the process of building your awareness and obtaining new revenue by distributing digital content. This could be in the form of books, music, videos, newsletters, picture and more.
As a child, I recall my mother receiving different catalogs in the mail from retail stores like JC Penney and Dillard’s. This is just one of the many ways that companies have been using a content commerce strategy to build awareness.
Suddenly, more and more businesses are getting into the publishing game.
Our capabilities on the internet have made it cheaper and easier to produce content that can be viewed by anyone (with a connection). We’ve learned that consumers don’t like to be pitched every time that they interact with our content, so the internet has also made us smarter.
Put a filter on your advertising by producing great content.
When you write an article, you’re not only separating yourself from the herd but you’ll also have the opportunity to educate and build an emotional connection with ideal customers.
Flipping The Script
While retailers and other businesses are stepping into the publishing game, publishers are actually doing it back by adding commerce into their content. They’re using their influence to turn readers’ into decision makers and there’s no question that they know how to leverage their power.
I’ve been pretty vocal against how traditional media is sacrificing it’s journalistic integrity by doing this, but should I blame them?
The answer is (probably) no.
Integrating content with commerce is easier said than done
All of the effort that you put into your content, it’s worth pointing out that it’s all for nothing if your product isn’t worthy, your content isn’t authentic, and the consumer’s experience isn’t be seamless.
The content commerce approach requires you to speak in such a way that is consistent with how your client thinks. Sometimes people want to come to buying decisions on their own terms and your rich content can help them come to the decision.
By having your content readily available online means that you can be available to represent yourself 24/7 without actually having to always be there to answer questions.
Using content commerce should work alongside all of your other methods of building awareness.