There is no doubt that content marketing is still the king and e-commerce giants keep increasing their content marketing budget. And content creation is the biggest item within that budget (32% according to a research by Target Marketing)
Indeed, if you are a company like Home24 and not using any smart solution, you need a big team and a considerable budget to detect trends, write the article, find images, etc. But what if there was a tool that could help automate part of this process.
In this blog post, we’ll show how using a smart content platform can help Home24 (leading furniture e-retailer in Europe) improve content.
Why using a smart content solution?
Like many of the leading e-commerce companies, Home24 uses content marketing to inspire and engage with its clients. And they are very good at it! Their inspiration page makes you want to re-decorate your house.
They have a large content team. They have 4 inspiration pages (shop the look, lifestyle, advise and gifts and look), they write 3-4 blogs per month for each. This means 16 blogs per month, each in 7 languages, manually tagging all the products and continuously making sure that the products displayed are in the stocks. All manually! So, scaling is definitely an issue for Home24.Image from Home24 website
Yes, keeping your content marketing process in-house is definitely a valid strategy, no one has better insights on your clients than your own marketing team right? But why doing it manually? If Home24 content team starts using a smart content platform, they will:
And this is how:
1) Free up your content team’s time
You pay them a lot! A smart content platform will automate most of the time consuming parts of content creation (explained below). So, members of the content team (each should be paid around 50k€ a year) can focus on more value added parts of the process such as strategy and management. Plus, they can publish even more content than they are able to do now.
Finding creative ideas / trends:
For Home24 case, finding ideas to write 16 articles per month, including at least 2 trends per month can be tough. Automatic trend detection will reveal unique trends (not generic!) within the product portfolio and definitely shorten the time to find inspiring ideas and writing an article.
According to a research by Orbit Media, the average blog post takes 3 hours 20 minutes to write. For 16 articles, this makes 53 hours – 6.7 working days!
Finding the perfect image:
Home24 uses many high quality mood images and they have many more of them saved on hard drives and never used. It is hard to review all those images and find the perfect one. A smart content platform will offer high converting images (whether within licensed influencer images or mood images) based on the criteria you set and automatically match it with the trend.
Creating the inspiration pages:
Creating a user friendly content page can be tough and time consuming. A smart content platform will offer easy to use drag and drop template.
Product matching and tagging:
Manual product matching and tagging is as well very time consuming. Finding the product name, price, doing manual stock control, placing it in the right place etc. Especially if you have over 100.000 products like Home24. If you use a smart content platform that handles the tagging process for you, your team won’t have to spend their time to manually tag all these products.Image from Home24 website
2) Provide better UX that will lead to conversion
Choosing high converting images:
Besides saving time, thanks to AI, using a smart content platform will enable you to choose the most engaging and high converting images. You are investing a lot on the content pages, make sure they bring high ROI!
The worst thing could happen is when a client clicks on an item on the get the look page and the item is out of stock! A lost sale! Using a smart content platform that synchronizes with your inventory will make sure that this will never happen. The images on the get the look page will be updated automatically according to your stocks. Again, for a retailer like Home24 with over over 100.000 products, this can save a lot of time.
3) Align your content strategy to drive profit
Product mix and match can be tricky. There are products that sell very well and some that don’t. A good content strategy should take into account company’s current priorities. For Home24 case, it is increasing profitability and basket size.
Focusing on products that have the highest margins or promoting products with excess stock to eliminate your stock costs will increase profitability. A smart system algorithm can help matching the most profitable products with the content published.
Increasing basket size:
Increase basket size through up-sell by using smart mix and match of products. A smart system algorithm that can mix and match high and low selling SKUs and provide relevant suggestions can help you with that.
Using a smart content platform that is synchronized with your product feed can help you define specific rules that will make sure your content strategy is aligned with your company’s strategic priorities.
To sum up
Content is key, yet having a rich and engaging content that brings high ROI requires effort and costs money. Companies like Home24, that invest a lot in content and manage the process manually, can save time and money, increase content’s ROI and increase profit by using a smart content platform.
Bllush is a software company specializing in developing AI solutions for the online retail market. Using Bllush’s platform, fashion and interior design retailers can easily publish high quality, licensed content directly to website visitors.