{"id":6838,"date":"2011-12-06T08:00:53","date_gmt":"2011-12-06T16:00:53","guid":{"rendered":"http:\/\/content26.com\/?p=6838"},"modified":"2017-02-22T09:50:00","modified_gmt":"2017-02-22T17:50:00","slug":"cashing-in-on-effective-multi-tiered-content-merchandising","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/cashing-in-on-effective-multi-tiered-content-merchandising\/","title":{"rendered":"Cashing in on Effective Multi-Tiered Content Merchandising"},"content":{"rendered":"

We’ve previously explored how a multi-tiered<\/a> approach to content merchandising can help retailers boost online sales. But apparently some merchandisers were too distracted by those Occupy Wall Street drum circles<\/a> to follow our advice.<\/p>\n

At content26<\/a><\/strong>, we recently got a front row seat on how not<\/em> to approach multi-channel content creation. We would like to share what we learned in order to help your company plan a cost-effective, headache-free content merchandising strategy.<\/p>\n

Creating Mixed Messages<\/h2>\n

Here\u2019s what happened:<\/p>\n

A consumer electronics company hired us to create enhanced content for approximately 100 of their products on Amazon<\/strong>, Walmart.com<\/strong>, and Newegg<\/strong>.<\/p>\n

\n

“<\/span>This was a lost opportunity for our client to effectively and efficiently promote its brand across multiple sales platforms.
\n–Dave McCaul, Project Lead<\/p>\n<\/div>\n

We routinely create this type of multi-channel content for our clients. But in this particular case, our client did not have a coordinated process to produce and manage the content. In fact, each channel manager owned their respective content; with the Amazon account manager owning the content for Amazon, the Walmart manager owning that channel’s content, and so on.<\/p>\n

So even though nearly half of the products were identical across all the sites, we were asked to create three unique pieces of content for each product.<\/p>\n

“Everything turned out okay in the end, but this was a lost opportunity for our client to effectively and efficiently promote its brand across multiple sales platforms,” notes says Dave McCaul, the consumer electronics Project Lead for content26.<\/p>\n

The result: high costs, duplicated efforts, inconsistent messaging, and a low-grade headache for everyone involved.<\/p>\n

Keeping Channel Managers in Check<\/h2>\n

As we showed in our Westinghouse Lighting Case Study<\/a>, there is a better way. Westinghouse placed full control over content build for Amazon, Home Depot<\/strong>, and Westinghouselighting.com<\/strong> into the hands of its marketing team.<\/p>\n

The marketing team created an efficient, multi-tiered content production process which resulted in streamlined, on-message, attractive content across all Westinghouse Lighting e-commerce platforms. Each content piece was customized for each particular channel to avoid SEO “cannibalization” and to conform with each retailer’s style needs. But because we created the content through a single point of contact with our client, we were able to cut costs by more than 60 percent.<\/p>\n

The Takeaway<\/strong><\/h2>\n

Don\u2019t let your channel managers march to the beat of their own drum. Assign a team to oversee all content creation in order to ensure consistent, effective content across all channels.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

We’ve previously explored how a multi-tiered approach to content merchandising can help retailers boost online sales. But apparently some merchandisers…<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[789],"tags":[36,1411],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n