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Digital Marketing

How content supports the customer journey

Whilst there is always a need for content online, from boosting SEO, to describing products and explaining terms and conditions, it can do so much more. In this post, we’re exploring how content supports the customer journey for an enhanced shopping experience.

Let it guide your customers

From the second a customer lands on your website, they want to be shown round. Whilst from a development point of view, your website needs to be easy to navigate, it’s the content placed around your site that will effectively guide your customer and lead them to take the actions you want. You need to map out the content at every stage of the journey and develop a logical ‘story’ for the customer to follow. Take a call to action for example; it needs to be short, sharp and to the point. ‘Shop Now’, ‘Discover More’, ‘Sign Up’, it’s simple but effective and not to be overlooked.

Create awareness

Effective content will instantly create awareness of your products. Through press coverage, social media, blogs and reviews, you can carefully place content right in front of your target audience. In doing so, these types of content will introduce potential customers, generate interest and build brand. Reviews count for a lot, so whether this is via third party outlets, or directly on your website, 5* recommendations sell.

Provide inspiration

Just like content will create awareness, it will also provide inspiration, so it needs to be curated with consideration. Who is your customer? What are they looking for? Why will they be interested in your products? You’re there to provide inspiration and create a need to shop from you. Presenting content in a way that will help customers visualise how your products will fit into their lifestyle cements the ‘have to have it’ urgency that leads to sales. Consider the different platforms available and use accordingly.

It’s all in the details

When a customer has bought into the idea of your brand and is considering making a purchase, they need information. It’s all in the details after all. If your website sells clothing, make sure the size, composition, any key design elements etc. are all readily available. You’d be surprised how many Ecommerce businesses miss off key product details so stay ahead of the competition and give the customer everything they need to make that all important purchase.

It’s time to get creative …

Now that you know how content supports the customer journey, it’s time to get creative and step into the shoes of your customer. Review and audit your current content strategy and start planning new content that will really engage people.

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.