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5 Important Considerations for Content Marketers in the Retail Industry

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Retail, especially online retail is a delicate domain. A customer who is all set to buy, may be riled by a technical glitch and abandon the cart. When it comes to the success of online retail, nothing matters more than

  • UX design
  • Onsite content

Online retail is important (inasmuch as it is dubbed as the future of retail), and so is offline retail. More on this will be discussed later.

For now, let’s give a look at the key considerations for content and design strategies, needed to bolster the retail industry. High-quality content creation is essential, but the content should be presented in the form of

Concept Of Content Management System

Product stories

It has become very popular lately. Brands lure prospects using product stories. The best part about product stories is they can give even worthless products a complete makeover. A brand called Significant Object applied this technique. They run the whole campaign with an experimental approach.

First, they purchased second-hand items for less than $2 a piece. Next, they asked copywriters to produce fictitious narratives with positive undertone, subtly endorsing the cast-off items. The result was a whopping 2700% increase in sale of those products. Significant Object is just one example; there are plenty other brands harnessing the power of product stories.

Both UX elements and content play a major role in the success of product stories. In the above example, the credit goes to content marketers. To create compelling product stories, brands may have to use multimedia elements. Navigation and UX design shouldn’t cause any hindrance to a smooth multimedia viewing experience.

Merging brand stories with product moments can yield excellent outcomes. Brand stories shouldn’t be fictional, because the audience needs something, which they can verify.

The buying cycle

Those who develop content for the retail industry, need to understand the buying cycle. It’s same as the conversion funnel, except buying decisions are taken more quickly and more abruptly.

Shoppers can be of several types. Some may be casual shoppers, who switch between sites, browse product categories and then leave. They don’t visit retail sites with serious intention to buy. Some shoppers may be looking for a specific product. Yet some may be impulse shoppers.

The content should cater to all these segments. It should convince casual shoppers that the retail outlet they’ve visited is the one-stop buying destination. A small pop-up window (without any hindrance to the browsing experience) can ask shoppers about their product preference and take them to relevant pages. The buying cycle is complicated. Content developed for each of its phases and optimized UX design can simplify it and enable brands to convert incoming visitors.

Merging offline and online

Contrary to what many believe, offline retail is not dead. Many still purchase from offline stores. The 2015 EMV liability shift is a primer on the continuing importance of offline retail.

The US merchants have been taking this shift seriously. There’s been a trend among them to update their archaic POS terminals with state-of-the-art chip card reader, compatible with iOS and Android NFC payment systems.

The overhaul of offline retail leads to its merging with online retail. As the shift is updating POS terminals, customers are presented with new payment options. For dummies, the availability of multiple payment options is good for a shopping site. Updated POS systems translate to better sale, and it connects online retail with its offline counterpart. Besides, people often visit a site for getting information on a product, but prefer to buy it from a physical outlet.

POS terminals are also sources of important consumer data. Such data can aid content developers. They can understand consumer behavior and gauge the possibility of repeat buys. And can create content accordingly. A lot depends on UX designers too. Designing an impeccable checkout page is necessary. In terms of security, the page should be on par with updated POS systems in physical retail outlets.

The mobile web

Fools think content guys are exempted from the responsibility of making a site mobile-friendly and it’s entirely the UX designer’s job. The truth is, content and design people need to work in tandem.

The multiscreen environment comes with grave implications for for e-retail. It won’t be wrong to conclude that online retail is a bit lopsided to the handheld web. The infographic below shows how multiscreen affects e-retail:

multiscreen-affects-e-retail

Having a Smart device prompts people to splurge money on impulse buys. Sequential use of devices – from handheld to desktop and from desktop to handheld, also accounts for the upward drive in online shopping.

UX designers can optimize the typeface elements, and content developers can cater to a group impulse shoppers, who make purchasing decisions in a haste. Surveys show more than 50% retail sales take place via mobile devices. A brand called HauteLook beautifully accommodated easily navigable tabs with larger images by unbeatable UX design. More brands should follow its footsteps.

Customer-generated content

The emerging popularity of UGC is changing the retail industry – both online and offline. As retailers are syncing offline and online experiences, the importance of customer-generated content is on the rise.

The #JCrewStyleSessions hashtag surfaced on social media and became an instant success courtesy to Fashion retail brand J. Crew’s customers. J. Crew encouraged them to take selfies and post them with the hashtag.

This is an excellent example of how consumer-generated content can tie up with social media and publicize brands. To fully harness the benefits of customer-generated content, brands need to use cutting-edge tools and give customers access to those tools.

Warby Parker’s Co-Founder Neil Blumenthal saidThe public and your customers are participating more and near dictating what your brand is. You need to give people the tools to have it the way you want them to have it.” Hence, don’t ignore the importance of interactive tools.

Summing up

There are so many factors in retail that content marketers need to understand before they strategize. Some of the factors such as online and offline retail syncing, multiscreen experience, the growing number of mobile users have been discussed here in this article. Content marketers and UX designers need to take note of these and follow the tips for better user experience in retail segment.

William Johnson belongs to the most creative field of digital media: web design! Currently, he is obsessed with the latest trends in e-commerce development, search engine optimization techniques, and social media analytics. He has been a regular contributor to leading online portals such as SEMrush, SmallBusinessTrends etc.

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Are You an Organized Blogger?

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How do you organize your blogging day? Do you work off of a to-do list? What do you do to be organized?

As I promote my eBook:

How to Organize Your Blogging Day for Maximum Efficiency

I ponder blogging problems arising from being disorganized. Mental clutter leads to blogging clutter. I prefer to clear my mind with meditating and Kriya yoga, in addition to yin yoga. Thoughts and feelings seem to flow smoothly after my mental science sessions. Of course, making a simple, blanket decision to be organized allows your day to progress gracefully. Consider working off of a to-do list to begin organizing effectively.

Create a To-Do List

Creating a to-do list adds order to your mind. Orderly, focused-thinking bloggers proceed in organized fashion. I memorized my blogging routine. No need for a to-do lit. But I stick to my basic strategy of publishing blog posts and guest posts in alternating fashion daily. I publish a blog post. I publish a guest post. Works wonders for me. I stick to these basic tasks, tossing in networking generously to expand my blogging reach. Simple. Powerful. Effective. Organized. Work from this list to avoid mental chaos. Human beings experience some 40,000 plus thoughts daily. Do you think an unenlightened being like yourself can hold a core list of blogging tasks in mind amid those 40,000 thoughts, along with the adjacent feelings? Fat chance. But working from a list makes blogging quite easy. See concrete items to do before your eyes. Hold these ideas in mind. Execute. Be organized.

Maintain an Orderly Home Office

Clean up your home office. Maintain a clear space. Physical clutter often creates mental clutter manifest as disorganization. But cleaning and clearing things up helps you feel better about work. Feeling better about work lends an organized air about what you do. See a clear environment. Instantly, your thoughts and feelings proceed in organized fashion. I always clean up my home office before beginning my work day. Ditto for clearing the office space. I never tolerate messiness. Papers need to go. Clothes need to be folded and stowed away in drawers. I blog with my Chromebook and phone by my side. Nothing else distracts me. Can you see why I wrote and self-published 126 eBooks? I do not play around when it comes to being organized about my blogging day.

Study Organized Bloggers

Most pro bloggers blog on the ball from an organization perspective. Pay attention to these pros. Study their ways closely. Most established pros follow morning rituals to prepare themselves for busy work days. I do 20 minutes of Kriya yoga and meditate for 30 minutes to clear my mind for a productive blogging work day. Virtually all pros follow rituals enhancing their peace of mind and organizational skills. Of course, feeling good plays a chief role in succeeding and in organizing your blogging day for maximum efficiency. Do what you can on waking to max out good feeling vibes. Nudge into your work day from a relaxed, peaceful, organized energy. Observe established pros. Closely study how they plan their blogging day. Do you notice how busy pros tend to do only a few things but spend 8-12 hours doing these few things generously, patiently and persistently? Being organized often involves trimming fat in the form of old, worn out, inefficient blogging activities. See how pros trim fat by letting go blogging strategies as they gain greater clarity. Follow their lead to get better organized with your blogging campaign.

As within, so without. Heed this ancient wisdom to be a better organized blogger. Organizing your thoughts and feelings leads to organized blogging actions.

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Every Blogger Walks a Different Path

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Neil Patel walks a different path than I. I walk a different blogging path than you. Just like no two snowflakes are alike, no two bloggers walk the same exact path. We take different routes. Different journeys require different strategies, detours, tactics and strategies. Neil walked an SEO-rich path. I do not. I chose a prolific, SEO-free path. No one mimics a fellow blogger perfectly because no two humans have the same experience. We succeed by differentiating. Never believe you need to walk the same path as some blogging pro to succeed. Of course, doing so proves fruitless because no two bloggers walk the same blogging journey. Never try to do the impossible. Stop believing you need to do the same things top bloggers do to succeed like top bloggers. I broke many traditional blogging rules to circle the globe as a pro blogger. Of course I created a blogging course, eBooks and audio books. Content? Check. Connections? Check. I honored fundamentals to succeed but never tried mimicking the same journey as any top blogger.

Walk your blogging path. Take your blogging journey. Your blogging path separates you from the herd. My travel stories and blogging lessons make me different from any blogger. Ditto for you. We all have different experiences to call upon for becoming a successful blogger. Respect your uniqueness. Find your blogging flow. I do not enjoy doing SEO to drive Google traffic. Why would I force a blogging journey trough some strategy I disliked working?  I should just work a job if I did something for money versus working for passion. Of course, I never took a path like Neil Patel because I do not enjoy SEO-optimizing posts. I succeeded through another strategy. Never believe you need to walk the same path as pros to become successful as pros. New bloggers swing and miss daily by believing success is writing 4,000 word, SEO-optimized posts dominating competitive keywords on Google. Are you nuts? Neil Patel dominates competitive keywords on Google after 10,000 plus hours of practice-work-creating-connecting. You have 5 or 10 hours or maybe 100 hours of practice-work-creating-connecting. Relax. Slow down. Calm down. You have another 10,000 hours of blogging work to do before being skilled, creative and connected enough to dominate page 1 of Google for 1 – let alone 20 – competitive keywords.

But you may dislike SEO all together. Take a different blogging path. Find tactics resonant with you. Perhaps building bonds with bloggers and creating helpful content feels fun to you. Take that route. But know your path differs from any blogging path because we each fly solo and learn different lessons for specific parts of our blogging journey. No two bloggers walk in the same blogging shoes. No two bloggers walk the same blogging path. Two bloggers may walk similar blogging journeys. Bloggers sometimes walk similar blogging paths. But nobody walks identical paths because bloggers have different experiences to learn from during our blogging journey.

Respect your path. Honor your progression. Accept how you blog in the perfect place, at the perfect time, now. Do not resist your blogging path. Everything brought you here to this point now. Accepting your present state of blogging growth reduces resistance to future growth. Surrender serves as a powerful concept. Be completely at peace with your blogging growth now. Hug your progress. Walk your blogging path. Of course, note wins. Celebrate success. Avoid comparing yourself to bloggers. Bloggers experience different situations to benefit from different circumstances. We all have different lessons to learn on our respective blogging journeys. Honor this truth. Cultivate peace of mind. Position yourself to succeed. Walk your one-of-a-kind blogging path to experience your greatest success.

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Do you want to build a loyal blog community? Buy my eBook:

6 Tips to Grow a Rabidly Loyal Blog Community

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Hobbies Change for Habits to Change

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Over a decade ago, I woke up, watched TV, grabbed breakfast, hit the gym for bodybuilding and returned home to watch a DVD movie. At 2:30 PM I prepared for work. I drove to my security guard job. By 10:30 PM on most nights I drove home. Evening movie. Sleep. Rinse, wash and repeat the following day. I worked a security guard job. My hobbies consisted of lifting weights and watching TV. But my hobbies and habits changed the moment I became a blogger. Morning breakfast vanished. I stopped going to the time-consuming gym. Watching movies every day? Fat chance. My bodybuilding workout and movie hobbies had to change for me to begin the habits of meditating, doing yoga and expanding my awareness daily. Hobbies change before habits change.

New bloggers often struggle because newbies cling to old, worn out, failing hobbies like:

  • watching TV for hours nightly
  • mindlessly cruising the internet for hours nightly
  • mindlessly gossiping on the phone or with family for hours nightly

These low-energy hobbies need to change pronto for you to develop fun, freeing, higher energy habits like meditating, doing yoga, blogging generously and engaging in some form of exercise. Picture those 4 hours you waste on watching TV each evening. How do you find time to engage in different habits? Change your hobbies. Out goes TV, or, TV just consumes 45 minutes per evening. Enter 20 minutes of meditating. Release some hobbies. Fill the time with different, empowering, freeing, sometimes uncomfortable habits. Imagine watching the idiot box for 3 hours nightly. 3 hours pass. Nothing profitable, productive or empowered happens watching the television. But for you to be a pro blogger you need to spend those 3 hours meditating for perhaps 10 minutes and blogging for the remaining 2 hours and 50 minutes. Change your hobbies to create space for changing habits. Changing habits accelerates, colors and influences hobby changes too. My hobbies went from watching TV to circling the globe on meditating more deeply, doing more yoga and spending more time in serious introspection. Life became more uncomfortable but far more fun and freeing as my hobbies and habits changed. I preferred to wander around Ubud, Bali versus watching an episode of Curb Your Enthusiasm. My hobbies changed for the better. I respect how we all travel different paths but if your hobbies and habits never changed, you are either enlightened, and never needed to change your meditating and yoga habits, or you have been making fear-driven, comfortable, confining choices wasting your life.

I have yet to see a genuinely happy, peaceful, powerful, prospering person who watches more than 2-3 hours of TV every single night. People call TV the idiot box because television makes you an idiot. Mindless, bland, non-stimulating TV watching does nothing for your growth, happiness, fulfillment, peace of mind and overall abundance. Empowered bloggers cannot spend 5 seconds on idle, mindless, dingbat-style activities. Stop spending hours watching TV each evening. Start spending hours blogging and working on your abundance mindset. Buy a blogging eBook. Surround yourself with pro bloggers. Learn from these pros. Mimic their ways. Gain inspiration from their example. Fill time not with garbage but with goal-achieving, fun, freeing and sometimes scary blogging actions. First, the hobbies change. Gone goes watching TV, gossiping and wasting time on low energy actions. Habits change with the hobby vacuum being void. Begin meditating. Start doing yoga. Awareness-expanding activities unearth fears, nudge you toward love, amplify your generosity and accelerate your blogging success.

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