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Real People, Real Results: Why authenticity trumps AI on TikTok, Instagram, and beyond
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Marketers live and breathe content. Creating, managing, activating, and optimizing content is a core duty of most marketing teams, and all signs point to that continuing. But content concerns usually don’t permeate outside the walls of the marketing department, and they really should. Content touches every corner of a brand, and every team is working to maximize the success of the brand as a whole. Content has the potential to help multiple teams reach new levels of success. That’s why it should be a priority for teams other than just marketing.
More so than the content itself, the data it provides is valuable to multiple teams within an organization.
The ecommerce team is responsible for overseeing buying, web sales, contracts, managing partnerships, reporting, and contributing to strategy decisions. A major part of an ecommerce manager’s job is to optimize the website for conversions. Content plays a huge role in increasing conversions. For example, a product on average receives a 69% increase in conversion when just one customer-generated image is added to a product page. Ecomm managers should test different images and videos on product pages to optimize for conversions.
Sales and Account Management teams are usually responsible for establishing, managing, and maximizing relationships with retailers. This means that a large part of their success is attributed to the level of sales from a given retail store. These teams can build more awareness and good faith with their retailer partners by generating co-branded content. This content serves two purposes: 1. It informs your audiences as to what retailers carry your products 2. It shows your retail partners that you’re invested in the success of the partnership. The retailer may even use the co-branded content in their own marketing. Although it’s rare, a retailer definitely won’t share co-branded content if there isn’t any to begin with. For example, the beverage brand Koia was launching in Target, Walmart, Whole Foods, and 7-Eleven. To support their launch, Koia directed influencers to visit the various stores and create content featuring the products in the physical stores. This led to more awareness and provided these retailers with branded content to leverage on their own channels.
Essentially, a Product Innovation team is responsible for developing new products. Content performance can guide your Product Innovation team to introduce new products. For example, one Cohley client who sells furniture found that a surprising amount of UGC they received featured dogs enjoying their human-sized bean bag chairs. This led to the realization that they should introduce a line of dog beds that are still a part of their product suite today.
Understanding current and prospective customers is always a challenge, as sentiment can change like the breeze. Customer Insights teams can utilize user-generated content to gather baseline sentiment about new products, policies, or practices. Common themes within the content created by customers can tell the Customer Insights team what their customers value. For example, if a high proportion of UGC features people enjoying the product as part of their busy lives, it can be concluded that convenience is important to customers.
In order to make sure the entire organization can capitalize on the benefits of content-based insights, you need open lines of communications between teams.
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