Content commerce is a lot like avocado toast. Why? Because they are two things you didn’t realize work well together: avocado and toast, content and commerce. They could also be expensive if you’re not smart about it. Lastly, content commerce sells well just like avocado toast. Content commerce could also be what your store needs to have a leg up in the very competitive marketplace of the internet.
There are two types of content commerce, content-driven commerce and commerce-driven content.
Content commerce is about using the content as leverage to sell (products/services) or for profit. Let’s dive a little deeper.
We have determined that content commerce is a form of inbound marketing. This approach is the opposite of traditional or outbound marketing.
Outbound marketing describes what they’re offering and convinces you to buy because of that description.
Benefits of content-driven commerce
Content-driven commerce is a very valuable tool in your marketing arsenal. Here’s how it could help your online store.
Giving value to customers
- Free stuff is always appealing to an average consumer. I mean, who doesn’t like free stuff?
- Giving value through content establishes trust to an otherwise doubtful customer, jaded by being bombarded by all of the ads they see and hear. It connotes authenticity.
- A consumer who received a helpful content from a will have a positive association with that experience. A happy customer is more likely to start spending sooner.
- Having a positive association should have triggered an emotional response from a customer. Positive emotional impact is not only helpful for being top of mind, it’s a surefire way to be in customer’s subconscious and long-term memory.
Personifying your brand
Making it right: Proper content-driven commerce
The only way for content commerce to be beneficial is to do it properly. Like avocado toast, it only has simple ingredients but it has to be done in a certain way for it to work. Here are some pointers:
Avocado Toast: Bite into content-driven commerce
Content is the avocado toast of your online store. One piece of content can lead to buzz and virality just like this food sensation. It may look simple, with two ingredients, but it takes special attention to make sure it will be awesome.
Start with what you’re passionate about, what you’re interested in. Think of things that you will read/watch yourself. Focus on what will be valuable to you. Next, think of your audience. What are they rabid about? What do they want and need?
If it’s valuable to you and your audience, that’s your ideal content. Make it, produce it, or hire experts to make and produce it for you. Writers and graphic designers abound. It doesn’t have to be expensive.
Make every contact point you have with a customer a start of relationship. Ingrain content in your culture. It will be less of a chore and more of a passion project.
Nail this recipe and have your store be the hottest thing since sliced bread.