As many as 57% of B2C marketers expect their 2019 content marketing budget to increase over 2018, according to a recent survey from Content Marketing Institute and MarketingProfs. But to get the most out of this spending increase, retailers must ensure they are optimizing their content strategies for all — not just some — steps of the shopper journey.
This special report will discuss the content marketing tools retailers should use to engage shoppers throughout their buying journey, including:
• Blogging to build brand awareness before a purchase;
• Offering education-based materials such as webinars/Q&As, in-store events and product reviews when shoppers reach the point of consideration;
• Delivering product demonstrations and customer/influencer stories to help the shopper make the final shopping decision; and
• Fostering loyalty via personalized post-purchase content, whether through UGC, surveys or even podcasts.
Additionally, the report highlights the growing demand for video content and the struggle for marketers to keep up, as well as a case study from L’Oréal’s Makeup.com showcasing the importance of owning the content conversation and avoiding overt sales pitches.
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