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Are you getting the most out of your investments in creating custom content and growing your social media channels? Online retailers are sitting on a gold mine of content but much of it is so buried it will never fully deliver the results they expected. This session will showcase examples of how savvy retailers are striking content gold and improving customer engagement and website conversion rates. You’ll see how the customer experience from site search to product landing pages is delivering relevant user-generated content such as customer photos, product reviews and Q&As along with your custom produced blog articles, videos and educational resources. And, you’ll discover specific, actionable tactics you can use to get more out of your growing content library and social interactions. Presented at the 2011 Online Retailer Conference in Sydney Australia by Steve Groenier, VP Marketing & E-Commerce at Artbeads.com Follow Steve on Twitter @marketonline Connect with Steve on LinkedIn at: http://www.linkedin.com/in/stevegroenier
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Striking GOLD with Your Custom Content
and Social Media Investments
Steve GroenierVP Marketing and Sales
Artbeads.com
Top Search Rank
More Impressions
More Views
Quality Content Wins
So, What Did We Do?
We Created ContentLots of Content
Expert Content
Industry Experts
Photos
Blogs
Videos
Facebook Posts
Tweets
HURRAY - More Customers
Lets Put Our Customers To Work Creating Content
Writing Reviews
Asking & AnsweringQuestions
Blogging
Taking Photos
Making Videos
Sharing on Facebook
We’ve Spent
A Mountain of Money
Mountain of Content
Filled With Content GOLD
What Is Content GOLD?
Inspirational
Educational
Entertaining
Customer in Need
What Can Content GOLD Do For Us?
Visitors
Abandon Rate
Conversion Rate
Content GOLD Can Help Us... Deliver Better Service
Run Better Promotions
Improve Product Quality
Become Smarter Buyers
Build Brand Loyalty
The Problem IsThe GOLD Is Buried
Content GOLD
Product Page
Social Media
Needs to Be Shared
BlogContent Page
SEARCH
Product MarketingService
ENTIRE COMPANY
Sales
Content GOLD Share It Internally
Mining for Content GOLD
What Does Content GOLD Look Like?
Comments
Clicks
Likes
Impressions
Quality Content
Expert Articles Videos
New Products
35 Comments196 Likes
Blog Contest - 579 Responses
Fun Videos
Customer Blog
My Dog Ate My Jump Ring
Facebook Wall Post
EUREKA!You Found
Content GOLD
Now What?
Start Sharing It
Custom Landing Pages
Videos
Products
Articles
Product Landing Pages
Customer Blog
Facebook Gallery
Facebook Gallery
Blog Post
Email Feature
Content Goes Viral
Blog Traffic Grows
Traffic from Blog Grows
Customer Videos
Customer Videoson Facebook
Nice Links
Customer Review Photos
Inspirational Blog Posts
Search TermsBecome Blog Posts
New Results for Search
Content GOLD in Search
Content GOLD in Search
Content GOLD in Search
Content GOLD in Search
Online Retailers EverywhereAre Striking
Content GOLD
Articles OnProduct Pages
Articles Tab In Search
CustomerProduct ReviewVideos
Free Webinars
Reality Show
Retailers Are Creating Entire Sites
Around Content
