Ecommerce School: Roger Lopez on Content Strategy Framework for Ecommerce Websites
Learning from Shopkeepers: Content Strategy for eCommerce
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Transcript of Learning from Shopkeepers: Content Strategy for eCommerce
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Learning from the ShopkeeperContent Strategy for Ecommerce
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Learning From The Shopkeeper
• Technology continues to evolve and expand the scope of Ecommerce
• We can learn a lot from the fundamentals of sales
• Translate their wisdom to the world of content and user experience in Ecommerce
• 8 learning lessons
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1. Start With A Purpose
Shopkeepers have a clearly defined mission and understand how to deliver on it.
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Case Study: Mjolk
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1. Start With A Purpose
• Define a clear vision that can guide content and design decisions • Core Strategy (coming up…)
• Focus on users and define yourself in their terms
• Use your content to demonstrate this vision to customers
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1. Start With A Purpose
• Core Strategy• Central idea for using content to fulfill
user goals and achieve business objectives
• Guide content creation and governance • Focused audience, approach and niche
• Examples• Curating and promoting high quality
Japanese and Scandinavian housewares for young professionals settling down in Toronto
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2. Be More Than Just A StoreShopkeepers understand that successful shops become more than a place to buy things.
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Case Study: Threadless
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2. Be More Than Just A Store
• What separates you from the rest?
• Think about ways to add value to user’s beyond being a retailer• Editorial strategy
• Engage customers with relevant, educational, and entertaining content across channels
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2. Be More Than Just A Store
• Editorial strategy• Creating relevant content for your
audience that retains their attention and enriches your brand
• Let’s your voice shine through• Supports business goals
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3. Talk With Customers
Shopkeepers understand that making conversation builds relationships and gives you deep insight into your customers.
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Case Study: Zappos
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3. Talk With Customers
• Engage your customers and learn from them• Find out their interests, lifestyle and
opinion• User research
• Evolve: put insight into action• Never underestimate the
power of asking “how are you doing?”• Personalize and connect
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3. Talk With Customers
• User Research• Online retailers can’t talk directly to
every customer, but pick a few and begin
• Surveys, one-on-one interviews, metrics, usability tests all provide tremendous insights
• Examples• What are their interests and how can
you support these?• How do they use your store and how
can you improve the experience?
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4. Have A Passionate PersonalityShopkeepers are passionate about what they do and aren’t afraid to let their big personalities shine through.
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Case Study: Mailchimp
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4. Have A Passionate Personality
• Content is your voice online• Images, text, communications,
messaging
• Use content to communicate a consistent and unique voice • Think back to your core strategy!
• Let your customers know how passionate you are
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5. Be A Part Of The Community
Shopkeepers weave themselves into the fabric of their neighbourhood, learning from competitors and also making friends
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Case Study: Tattly
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5. Be A Part Of The Community
• Leverage knowledge of your users• “Be” where they “live” (where it makes
sense)
• Learn from competitors• Analyze what they’re doing right and
wrong• Learn how to improve and differentiate
• Partner up to build strength• Curate content from others• Share resources
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6. Have A Good Memory
Shopkeepers never forget a face and utilize their memory to deliver personalized and relevant service
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Case Study: Etsy
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6. Have A Good Memory
• Demonstrate your understanding of customer goals, interests and attributes• Build the experience around them• Tailor content to them
• Reach out when it matters to them• Pull vs. push• Tailor messaging and communications
to match the customer
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7. Know Your Products
Shopkeepers build trust by believing in and being knowledgeable about the products they sell and showing them off to customers.
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Case Study: Toyls of Labur
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7. Know Your Products
• Choose products you believe in and fulfill your vision
• Do inventory to be sure everything is up to date and on point• Content Audit (more to come)
• Evolve your stock over time to ensure your offering is meeting user needs
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7. Know Your Products
• Content Audit• Inventory and assessment tool to help
manage and maintain content, ensuring it meets stakeholder and user goals
• Assess each piece of content against a series of criteria, determine if it’s acceptable, needs improvement or no longer necessary and take action
• Repeat on schedule to ensure content is current, effective and properly maintained
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8. Structure Your Environment
Shopkeepers know how to set the stage to show off their products, from window displays and merchandising to tagging and packaging.
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Case Study: Amazon
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8. Structure Your Environment
• Graphic design and interactive elements are key, but so is structure
• Arrange shop furniture to fulfill user behaviours and business needs• Information Architecture
• Group products together artfully to paint the picture for customers• Content Modeling
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8. Structure Your Environment
• Information Architecture• The art and science of organizing
information, merging content, context and users into a cohesive structure
• Content Modeling• Information Architecture for a single
type of content, what goes where and why.
• Well structured content can be easily adjusted to suit changing contexts, and re-used for other purposes
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8. Structure Your Environment
• Don’t forget to label and tag items• Taxonomy
• Build relationships between products to provide relevant referrals
• Example• If you liked that, you might like this
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Learning From The Shopkeeper
1. Start With A Purpose
2. Be More Than Just A Store
3. Talk With Customers
4. Have A Passionate Personality
5. Be A Part Of The Community
6. Have A Good Memory
7. Know Your Products
8. Structure Your Environment
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Thanks!