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CONTENT DISTRIBUTION IN E-COMMERCE

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CONTENT DISTRIBUTION IN ECOMMERCE
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CONTENT  DISTRIBUTION  IN  E-­‐COMMERCE

Content  Strategist

Alissa  Ugolini  is  a  content  strategist  and  project  manager  at  Styla,  as  well  as  a  published  online  lifestyle  writer  and  photographer  for  websites  such  as  Huffington  Post  UK,  Homify  UK  and  Vogue  Germany  partnered  website,  SIl  In  Berlin.  She  has  experience  in  social  media  management  and  adverIsing,  as  well  as  content  and  community  management.  She  is  currently  compleIng  a  Masters  in  Internet  CommunicaIons.

Content  StrategistAlissa  Ugolini

Caitlin  Hughes

THE  STYLA  CONTENT  TEAM  BACKGROUND  &  EXPERIENCE

Caitlin  Hughes  is  a  content  strategist  and  editor  at  Styla.  Her  focus  is  on  engaging  audiences  with  content  and  uIlising  social  media  to  increase  website  traffic  and  brand  awareness.  She  has  previous  experience  in  social  media  management  and  adverIsing,  having  worked  for  Berlin  start  up  homify,  and  has  contributed  to  a  number  of  online  lifestyle  blogs  including  The  Culture  Trip  and  Lovethesign.  

Both  Caitlin  and  Alissa  have  worked  closely  together  on  the  Graziashop  project,  increasing  website  traffic  ten-­‐fold  in  only  6  months.

1. Content  CreaIon  2. Content  DistribuIon  3. Our  Strategy:  Storytelling  4. Graziashop  Case  Study

CONTENT  IS  KING  

Content  is  King  

Staying  Ahead

E-­‐commerce  companies  understand  that  content  is  an  integral  aspect  of  maintaining  their  edge  in  a  compeIIve  market.  

However,  online  magazines  require  a  large  amount  of  up-­‐to-­‐date  content  for  success.  

One  of  the  biggest  benefits  provided  by  Styla  powered  magazines  is  the  ability  to  quickly  produce  high  quality,  shoppable  stories.

Content  is  King  

Our  SoluNon

Styla  is  the  first  content  commerce  soluNon  for  shoppable  online  magazines.    

Thanks  to  its  seamless  shopping  integraIon,  Styla  can  easily  transform  content  into  an  exciIng  shopping  experience.  This  allows  brands  and  online  retailers  to  inspire  their  customers  with  capNvaNng  stories  and  encourage  them  to  make  a  purchase.

Content  is  King  

Recipe  for  Success

High  quality  copy Inspiring  imagery Catchy  Itle Careful  formaXng

But  are  you  reaching  your  target  audience?

CONTENT  DISTRIBUTION

If  you  don’t  distribute  your  content  using  the  right  medium  and  to  the  correct  audience,  it  will  never  see  the  light  of  day.  

It  really  is  a  case  of  “you’ve  got  to  be  in  it  to  win  it”.  

It  is  also  a  ma\er  of  correctly  allocaNng  your  budget  -­‐  you  might  have  thousands  of  Euros  to  spend,  but  unless  it  is  being  channelled  into  the  right  type  of  content,  your  funds  are  sadly  going  to  waste.

Content  DistribuIon    

Play  the  Game  

1st

-­‐ Ensures  your  content  reaches  the  right  audience.  

-­‐ Ensures  more  people  have  the  opportunity  to  click  on  the  links  to  your  content.  

-­‐ Increases  the  chance  of  people  liking  the  content  and  sharing  it.  (Source:  Kurve)  

Simply  put,  the  success  of  your  content  relies  heavily  on  distribuNon.  

Content  DistribuIon    

GeWng  the  word  out

Content  DistribuIon    

Styla’s  Approach

Styla  has  developed  a  successful  Facebook  distribuIon  strategy  so  that  the  full  potenIal  of  the  client’s  magazine  is  reached.

WHY  FACEBOOK?

We  concentrate  our  efforts  on  one  social  media  channel,    choosing  the  one  with  most  potenIal  to  drive  website  traffic.

Why  Facebook?  

Staying  Focused

94%

of  content  marketers  choose  Facebook  to  distribute  their  content.  -­‐  Content  Marketing  Institute

Why  Facebook?  

Key  Figures

average  Ime  spent  on  Facebook  per  day

1.65  1.09  20  

BILLION

monthly  acIve  Facebook  users  worldwide  

BILLION

MINUTES

people  log  into  Facebook  daily

Source:  Zephoria  Digital  Marke7ng

FACEBOOK  &  STORYTELLING

“Campaigns  that  tell  a  story  before  asking  people  to  buy  something  are  significantly  more  effecNve  than  ones  that    focus  immediately  on  encouraging  people  to  take  an  acNon.”  -­‐  Facebook  for  Business

-­‐ Taps  into  the  emoNons  of  the  customer.  

-­‐ Creates  a  powerful  connecIon  between  the  reader  and  the  brand.    

-­‐ People  are  more  responsive  to  inspiraNonal,  visual  experiences  when  they  shop.  

-­‐ The  Facebook  engine  favours  engaging,  community  driven  stories,  penalising  posts  which  have  a  clear  call-­‐to-­‐acIon  and  an  obvious  sales  intenNon.  

Facebook  &  Storytelling  

Why  Storytelling?

Facebook  and  Styla  powered  magazines  are  a  perfect  combinaNon.  

Our  approach  involves  harnessing  the  ‘storytelling  sells’  ethos  of  our  soluIon  to  create  content  that  is  fully  opImised  for  distribuIon  on  Facebook.  

Facebook  &  Storytelling  

OpNmised  for  Success  

PROJECT  OVERVIEW

Curated  by  Grazia,  one  of  the  most  established  fashion  magazines  in  the  industry,  Graziashop.com  is  a  premium  online  shopping  desInaIon  with  a  twist.    

Not  only  does  the  retailer  allow  visitors  to  shop  online,  but  it  also  offers  them  a  totally  new  and  interacIve  shopping  experience…  

Case  Study  

Introducing  the  Client

An  innovaIve  community  plagorm  called  Your  Fashion  Stories  was  created  with  Styla  magazine  technology  and  integrated  into  the  Graziashop  website.  

This  plagorm  is  not  only  available  to  Graziashop  editors,  but  also  to  Fashion  enthusiasts  from  around  the  world  who  can  sign  up  to  create  their  own  ‘stories’  using  various  media,  including  products  from  Graziashop.com.

Case  Study  

A  Match  Made  in  Heaven

Your  Fashion  Stories  has  the  look  and  feel  of  an  editorial  magazine,  with  the  added    luxury  of  instantly  shopping  the  products  you  love.

Case  Study  

Best  of  Both  Worlds

Styla  recognised  the  need  to  distribute  this  high  quality  content  in  order  to  reach  the  target  audience  and  drive  traffic  to  the  magazine.  Facebook  was  chosen  as  the  opNmal  channel  to  do  this.  

Case  Study  

A  Dynamic  Approach

FACEBOOK  OPTIMISATION

Facebook  posts  generated  by  a  Styla  magazine  allow  you  to  drive  website  traffic  by  producing  engaging  posts  that  draw  afenNon  away  from  the  sales  purpose.  This  is  a  huge  asset  as  Facebook  penalises  overly  commercial  posts.  

Case  Study  

Hidden  Talents

When  the  user  clicks  through  to  Your  Fashion  Stories,  only  then  are  they  presented  with  the  products  on  offer.  This  soluIon  suits  both  businesses  and  Facebook  as  it  engages  with  the  community  whilst  sIll  serving  a  sales  purpose.  

Case  Study  

More  Than  Meets  The  Eye

THE  RESULTS

The  following  results  were  achieved  with  3  Facebook  opImised  posts  per  day,  all  of  which  linked  back  to  Graziashop’s  Styla  magazine.  These  are  the  benefits  you  could  see  when  invesIng  in  Styla  Facebook  ConsulIng  over  a  9  month  period  

and  with  a  relaIvely  low  budget.

FOR

A  higher  number  of  interacIve  and  community  driven  stories  allowed  the  reach  and  visibility  of  the  Graziashop  Facebook  page  to  grow  considerably.

*Reach:  The  number  of  unique  users  a  post  was  served  to  in  a  newsfeed

Greater  Facebook  Reach

Case  Study  

Greater  Reach

7x

22xHigher  Click  Through  Rate

By  focusing  on  storytelling,  the  CTR  (Click  Through  Rate)  from  Facebook  to  Your  Fashion  Stories  drasIcally  increased.  More  and  more  people  were  interested  in  the  content  behind  the  posts.

*CTR:  How  many  people  the  post  reached  divided  by  how  many  clicked  the  link.    The  CTR  takes  into  account  the  combined  results  of  posts  created  by  Styla  and  posts  created  by  Graziashop.  

Case  Study  

Increased  CTR

53More  Facebook  Referral  Traffic

One  of  the  most  noted  increases  was  the  number  of  users  that  were  coming  through  Facebook  to  view  arIcles  on  the  Your  Fashion  Stories  page.

*Referral  traffic:  Traffic  directed  to  the  website  from  external  sources

Case  Study  

More  Referral  Traffic

8x

8More  Sessions  Overall

Thanks  to  the  large  amount  of  high  quality  arIcles  produced  in  conjuncIon  with  the  Facebook  strategy,  the  number  of  sessions  on  Your  Fashion  Stories  grew  significantly.  

*Session:  The  number  of  unique  views  from  a  single  IP  address  on  the  website

Case  Study  

Session  Growth

x

37More  Users  Coming  Via  Mobile

Over  60%  of  Fashion  Stories  traffic  comes  from  mobile  view.  The  benefit  of  Styla  powered  magazines  is  that  they  have  been  specifically  opNmised  for  mobile,  meaning  readers  can  enjoy  shoppable  content  on-­‐the-­‐go.

Case  Study  

OpNmised  Mobile  View

x

Content  distribuIon  plays  a  huge  part  in  the  success  of  your  magazine,  as  does  adopIng  the  right  strategy  to  get  

your  content  noIced.

IN  SHORT

The  Styla  magazine  soluIon  and  Facebook  strategy  can  also  benefit  your  brand.  Get  in  touch  with  one  of  our  consultants  

to  further  understand  the  growing  number  of  benefits  provided  by  our  technology.  GET  IN  TOUCH!

[email protected]  +49  30  91  57  87  51

WHAT’S  NEXT?


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