The Digital Shelf Institute’s Post

The Digital Shelf Institute and Profitero’s research report on defining content effectiveness resonates deeply with me, especially amid inflationary pressures. Communicating value through content is crucial to winning today's consumers. Their emphasis on democratizing responsibility for content and integrating it into cross-functional teams is timely and essential for future-proofing organizations. Essential reading for elevating your content strategy. 👏 Mike Black & Lauren Livak Gilbert Check it out below! ⤵ #omnichannel #digitalshelf #pdp #content #ecommerce

How a brand defines CONTENT EFFECTIVESS says a lot about their #ecommerce maturity and how much they're REALLY prioritizing the channel. ⚫ Low maturity brands typically only "score" their content based on compliance / accuracy on the retailer website. This is FUNDAMENTAL, but not enough. ⚫ Medium maturity brands score content based on fit with retailer search algorithms, or retailer-specific guidelines at a minimum. This is more advanced, for sure, but STILL not enough. ⚫ High maturity brands score content based on all of the previous 2 factors + how well it resonates with the shopper and measurably impacts preference, conversion and even emotion. ❤️ This is harder to do because it requires a commitment to A/B testing, investment in the right analytics and new ways of working with your brand creative teams. But if you're already investing millions on #retailmedia to drive traffic to PDPs, why would you not increase your odds of conversion with better content? That would be like having a real estate showing of your home and not making the beds, taking the dirty dishes out of the sink or mowing the lawn. One of the brands Lauren Livak Gilbert (The Digital Shelf Institute) and I interviewed said it best: "Content effectiveness is defining what the biggest trigger is for the consumer to make a purchase decision and prioritizing the most effective content." Stay tuned for more videos sharing out tidbits of our learnings 👇

As consumers crave for more personalised content and seamless purchasing experiences, empower your audience the take the wheel and go on their own adventure through curated narratives.🚗📺 Imagine a video with multiple storylines, each offering a unique path to discover different products and purchases. By empowering them to dive deep into your content, you not only enhance their overall experience but also create a stronger, more meaningful connection with your brand. #contentcommerce #shoppablevideo #PersonalisedContent #SeamlessPurchases #Ecommerce

Unlocking the Power of Rich Product Content for Retail Success 🛒 Why Product Content Matters More Than Ever In today’s digital-first world, product content has become the cornerstone of a seamless online shopping experience. Gone are the days when a simple product title and a grainy image were enough. Today’s shoppers expect detailed descriptions, high-quality visuals, videos, and even interactive elements like 360° views and augmented reality. But why is this so critical for retailers and suppliers? 👉 Rich product content doesn’t just sell products—it builds trust. It drives conversions, reduces returns, and creates lasting relationships across the retail and eCommerce ecosystem. For retailers, it’s about creating a standout digital shelf and delivering the transparency that customers crave. For suppliers, it’s about empowering partners with the information they need to succeed. 💡 Better product content = happier customers, stronger partnerships, and higher revenue. How are you leveraging product content to unlock value in your business? 👇 #eCommerce #RetailSuccess #ProductContent #DigitalTransformation #CustomerExperience

💼🛍️✨Dive into the world of shoppable content and discover how it's revolutionising Retail Media, boosting conversions and fostering authenticity in consumer interactions. Check out our latest article to uncover the power of shoppable content and how a CDP can supercharge your sales strategy. 👉 https://hubs.li/Q02pq-n_0 #ShoppableContent #RetailMedia #CDP #SalesStrategy #ZeotapCDP #Customerdataplatform

Happy Friday! 🛍️ Did you know that 75% of shoppers have actually stopped supporting a brand due to conflicting values? 🚫 That's why it's crucial for companies to showcase their values authentically. 🌟 Aligning your brand's values with your content strategy is not just a trend, it's a necessity in today's consumer-driven market! According to Consumer Goods Technology, a whopping 82% of shoppers prefer brands that share their values. A recent survey reveals that 45% of marketers are increasing their investment in creating content that reflects their brand's values, with another 43% maintaining their 2023 investment levels. Only 9% are scaling back. Are you prioritising your brand's values in your content strategy? 💡 #BrandValues #ContentStrategy #CustomerEngagement

Content strategy expert Rahel Anne Bailie has written the ‘5 things you need to know before you get started with content operations’ checklist to help digital communicators like you, make the leap into content operations. Get your free copy here: https://lnkd.in/dKbyFEPJ #contentoperations #content #freedownload

🌟 Calling all digital leaders! 🌟 Are you struggling to convert shoppers despite producing great content? 🤔 Discover the secret to effective content conversion and elevate your brand's success with the insights shared by industry experts. Join us for an on demand webinar featuring Lauren Livak Gilbert, Mike Black, Kathleen Harrington, and Shazer Baig for key takeaways on how top brands define content effectiveness, critical success factors, and areas to focus on to advance your content maturity. 🚀 #digitalleaders #contenteffectiveness #marketingstrategy

Your content strategy is not a standalone effort—it's part of an internal content ecosystem that requires input from across your entire organization. Sales, HR, marketing, operations, client management—each department plays a role in shaping a comprehensive content strategy. If you create content without this collaboration, it may succeed in the short term, but it won't thrive in the long run. An effective content ecosystem unlocks an enterprise vision that ensures every piece of content aligns with the same organizational goals. This approach fosters innovation, enables quick scaling, and helps you adapt more easily to changing environments. It also keeps everyone—across departments—on the same page, ensuring that content supports broader marketing and business objectives. Think of it as a high-level blueprint that guides both short- and long-term content planning. It's a powerful resource that keeps the entire marketing organization working efficiently toward a common goal, building a stronger, more resilient strategy for the future. #ContentEcosystem #OmnichannelMarketing #CrossPlatformStrategy

📸 First impressions matter—especially on the digital shelf. High-quality product content, from engaging images to clear descriptions and authentic reviews, is critical for capturing attention and driving conversions. On today’s digital shelf, optimized content isn’t just nice to have; it’s essential for visibility, discoverability, and ultimately, conversion. At Public Label, we don’t believe in one-size-fits-all solutions. Our team tailors content strategies to suit each retailer, maximizing product visibility and aligning with shopper search behavior. 🔍 Why does this matter? Because the difference between “just being there” and winning is often the quality of your product content. With a customized approach, we ensure your brand makes an impact on every platform. 📈 Want to elevate your product pages and boost conversions? Let’s chat about how we can make your content work harder for you... DM us here on LI to connect. << Public Label is a Meet The People Agency >> #DigitalShelf #EcommerceStrategy #ContentOptimization #CommerceAgency #PublicLabel