When it comes to digital commerce, content is essential to delivering an optimal experience that both differentiates your brand and translates to sales. This content can come in many forms – product descriptions, rating and reviews, images, email marketing, recommendations, FAQ, return policies…the list goes on. And, while the concept of content and commerce isn’t a new one, it’s one that retailers are making a priority, as the combination is a powerful way to attract, engage, convert and retain customers.

In the latest white paper in its series, FitForCommerce looks at the role of content in omnichannel commerce. The report explores why the blending of content and commerce is a trend with staying power and what is needed for a winning approach. It also provides recommendations for technologies and platforms that will support a balanced content and commerce strategy for both consumer brands and B2B manufacturing companies.

There are several key takeaways in the report, but one that we want to highlight here is that if content is king, context is queen. Context, or its more frequently used buzzword – personalization – is imperative for today’s retailers. Today’s shoppers not only want, but expect, retailers to leverage the wealth of data they have available to them to deliver a personal, relevant experience. Many recent studies have shown that online shoppers are more likely to shop with retailers that personalize the experience across channels.

“…a CMO Council study found that more than half of U.S. and Canadian consumers consider ending their loyalties to retailers who do not give tailored, relevant offers.”

On the flip side, not providing personalized content within your digital commerce strategy can be detrimental to your business. In fact, a CMO Council study found that more than half of U.S. and Canadian consumers consider ending their loyalties to retailers who do not give tailored, relevant offers. And, eConsultancy’s first Realities of Online Personalization Report revealed that 94% of businesses believe that personalization is key to their future success. FitForCommerce explores the challenges and opportunities associated with implementing personalized content strategies at scale, and provides recommendations for getting started.

In addition, the white paper includes several pages of best practices for blending content and commerce – from becoming the go-to experts in your field and incenting consumers to contribute to your content, to experimenting with new strategies and incorporating social media into your content strategy. To download the complete paper, “The Winning Approach to Content and Commerce in Today’s Omnichannel Retail World,” visit the FitForCommerce site. And save the date for the company’s webinar on the topic on July 26 (registration coming soon!).