You probably use an ad blocker, and so do your customers. Those
who don’t can suffer from banner-blindness. So how can
merchants drive customer engagement and boost sales? The answer
is content marketing—a must-have in your digital arsenal.

Instead of undifferentiated or discount-based advertising,
content must serve as a central piece of every commerce
marketing strategy. A discount message just isn’t enough to
bring customers to stores, let alone get them to return. The
message is, don’t just advertise. Engage with quality
content too, like how-to videos, reviews, and blogs. Here are
three reasons why content is important to driving the best
customer experience, and how merchants are achieving big
results using Magento Commerce:

1. Content delivers brand authenticity

Audiences relate to digital influencers because they offer
authentic thoughts and advice. When influencers endorse a
product it’s perceived as expertise rather than promotion.
Merchants can do the same by offering content that addresses
customers’ needs, and speaks to their emotions. Traditional
marketing techniques like ad retargeting and cart abandonment
tools are increasingly seen as presumptive and invasive. But
combining it with shoppable content like buyable pins on
Pinterest and in-app VR tools help to share ideas with
customers with greater authenticity.

Makeup maven Charlotte Tilbury approaches this strategy with a
wealth of animations and how-to videos for every look, from
contouring to confidence-boosting lip colors. The brand also
prioritizes social outreach, with 1.6 million followers on
their most popular channel, Instagram. There, Tilbury showcases
her own expertise and industry adventures, and celebrates her
clients and customers. This content creates a community
connection that keeps shoppers educated and engaged with the
brand.

2. Content strengthens relationships with
customers

Shoppers go back for more of what they like! When customers
feel like retailers understand them and their needs, they feel
more confident about shopping there. Merchandising content like
lookbooks, how-to’s, and in-depth product information show how
products fit into customers’ lives. It also offers key
information to help them make buying decisions.

To scale their B2B business, Rousseau Metal engaged their customers by
employing B2C techniques to sell their superior quality storage
solutions. They invested in high-quality photography and
compelling case studies, and improved their site’s product and
corporate information. They also invested in an intuitive
Bay-Design tool to help customers plan their purchases, and a
custom module to make quote requests online.

3. Content provides a competitive and brand
differentiator

With so many retailers still relying on banner advertising and
deep discounts to attract customers, delivering quality content
offers a personal edge. Engaging content helps you capitalize
on your knowledge of your customer by sending offers most
pertinent to them.

More content also means more opportunities to be seen, and more
ways for customers to stay engaged. Along with improving
customer experience and boosting conversions, content will help
boost organic SEO and marketing opportunities, including social
media. Investing in brand, product, and review content
(especially videos) across third-party and social sites is far
more engaging than banner ads­. These are passive and easily
ignored or blocked. By offering quality content, you are
providing something of value to your customers, without having
to discount.

Quality product content is especially important if you sell on
marketplaces and third-party sites. For Yakima, the world’s leading brand of car racks,
partner retailers are a critical part of their business model.
At the same time, they wanted to make sure that customers were
still getting accurate information about their products. Yakima
decided to integrate its own product module into their partner
sites so that customers can find the right product, and still
check out on the partner site. This saves the partner from
having to develop configurable product tools, and guarantees a
consistent and positive brand experience for Yakima.

Check
out more merchant stories to see how businesses are delivering
winning customer experiences
.