The content strategy in the new patterns of buying decision
Itamar Simonson, professor at Stanford, and Emanuel Rosen have signed the treaty Absolute value. The book challenges the accepted patterns of buying decision. In their model, rational and comprehensive information prior to purchase plan is a conditioning. The content strategy becomes a knowledge distributor for improving communication, surpassing content marketing.
Parametric content for large volumes of information
Catalogs and online stores use parametric navigation to reduce the chances of responses to the needs of users. Sites with a huge volume of content can not use this style of navigation. To reduce the volume of responses is necessary to write a parametric content into selected pages. This post discusses why and how.
Catalog strategy: unavailable products are not removed
Strategic criteria for removing product pages. Advantages of maintaining discontinued or unavailable products pages. Reasons to remove the pages. Instructions to correctly display the unavailable product page.
Methods to move the cost of the contents to provider
The content creation of products in stores and online catalogs is a slow and expensive process. The strategy of moving production of this content to the provider of item for sale has many advantages. The content has more quality, is more reliable and useful, more timely and shifts the cost to the provider. This post explains 3 methods to outsource content production into providers.
European security section in the content strategy of e-commerce
The EU Commission has established minimum safety levels for 27 product categories. Without a declaration of conformity with EU directives it is not possible to transfer, sell or consume certain articles in the European Economic Area. The data in this declaration can be used as structured content in e-commerce to influence purchasing decisions and improve visibility of the web page.
Brochures and cookies in the university strategy content
Construction methods of custom content used by universities in their content strategy. The use of printed brochures, URL under control in social media and newsletters on demand makes it easier for users to find the content they really want. Their informative satisfaction is immediate.
Functions and objectives of the mandatory annual review of content
The functions of the periodic review of web content is the alignment between the message and the brand, consistency of content, strategic coherence, respect of the legal commitment, technological effectiveness and detection of changes of interest in the audience. Some objectives may be covered by the in-house content strategist. Others can only address them outside consultants in content strategy.