Content Marketing: Elevating Your Content Strategy with More Than Just Copy with Irem Isik, Storyly (episode 233)
by Chloe ThomasIrem Isik is Head of Marketing at Storyly where they’re all about helping you get the right content into the right places on the buyer journey – from discoverability to post purchase. Irem also spent most of the 2010s working at huge consumer facing brands in the CPG space – like Lipton’s Tea, Wall’s Ice cream and Nestle!
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Dive in:
[03:33] Content marketing focuses on customer engagement, sales.
[07:21] Repurpose content considering customer intent and format.
[11:27] Miss rich research in B2C, customer engagement vital.
[14:00] Content positioning varies across web and mobile.
[18:55] Stradivarius excels in engaging, native video content.
[20:46] Insider Tips from Irem!
Shift from Traditional Content to Dynamic, Multiformat Experiences
Traditional, text-heavy content is no longer enough in today’s digital landscape. Consumers now prefer engaging, interactive content formats. Understanding this will allow you to meet your customers where they are. Using video content, interactive elements, and UGC into your site or mobile app can enhance the customer experience and drive conversions.
Personalization Drives Successful Content
Content needs to be tailored to customer intent at different stages of the purchase journey. For instance, video content designed for ads should differ from video content used on product pages. Personalize your shoppable content as well. This will allow users to browse, add to cart, and purchase seamlessly while engaging with the content. Personalizing content based on customer intent ensures that potential buyers get the right information at the right time.
Customer Research is the Foundation of Effective Content Strategies
Prioritize customer research. Understand what your customers want from their shopping experience. This way, you can create content that resonates with their expectations and behaviors. Gather insights on what type of content will actually convert, where customers engage most, and how you can differentiate your brand from competitors.
Listen to hear Irem’s Insider Tips on Content Marketing!
Interview links
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