Content That Converts: How to Win Customer Loyalty with the Perfect Strategy

This might just turn out to be a bit of a silly observation, but I’m completely sold on it. Maybe it’s my shrinking attention span or just a perpetual battle to get my point across without making a meal of it. Either way, here goes nothing!

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When I speak to our clients, a major time sink in their social commerce strategies always comes down to content creation. Whether they are creating their own, or via their customers or Influencers the time investment is considerable, and the strategies vary widely. Knowing what to produce often leans more towards intuition than methodology, making it a compelling problem to tackle. While it’s useful to check which specific pieces of content perform best, this approach often overlooks the broader perspective of categorising content or recognising patterns in successful videos and photos. It tends to focus on isolated successes rather than understanding content types and their repeatability, which could significantly enhance most strategies.

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The key ingredient here is customer education - not in a formal, classroom sense, but in a way that feels natural and familiar, like learning from a friend. Think of it as a playground tip or an after-school hangout, where we’re most open to new ideas and genuinely appreciative of the value they bring.

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Different types of content can engage customers at various levels, from passive viewers to active participants who turn into advocates. Here, a touch of oversimplification can be quite enlightening. This straightforward matrix effectively illustrates strategies that have been successful for standout brands across diverse product verticals. For example, Bauwerk Colour and Mrs Alice in ‘home improvement’, Stylest in ‘fashion swimwear’, Dylanlex in ‘jewellery’, and Ancient + Brave in ‘beauty and wellness’. Each brand, perhaps more intuitively than one would care to admit or perhaps in a stroke of genius, employs content tailored to deeply engage their audiences in a conceptually simple yet highly effective way. This approach not only enhances on-site conversion but also fuels off-site advocacy, surpassing other types of content in effectiveness.

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The key ingredient here is educating customers. There are no grandiose aspirations here, making it simple for a customer to see themselves use a product by providing valuable, easy-to-understand information that empowers them, you enhance engagement and loyalty. If customers learn even a small detail relevant to their use of the product and feel a boost of satisfaction, they’re much more likely to engage deeply and make emotional buying decisions. If you believe that emotions fundamentally shape our decision-making processes before rational thought comes into play then this approach not only makes them more likely to remember and share your brand but also turns them into active advocates.

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The type of content that drives this engagement can be organised into a matrix, making it instructive for brands to identify which quadrant they belong to. This helps in aligning their strategies more effectively with customer engagement goals.

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Understanding the “Display vs. Educate.” axis on the matrix involves exploring the spectrum of content depth:

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• Display:
  This side of the spectrum focuses on product-centric, visually appealing content that is designed to catch the eye and spark interest quickly. It’s all about showcasing the product in a compelling visual context to attract and engage customers through aesthetics.
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• Educate:
  On this end, the content shifts towards educational, information-rich presentations. This type of content aims to inform and instruct, providing valuable knowledge or skills related to the product and has proven to be disproportionately more effective in guiding purchase decisions.

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Example:

Consider a beauty product spotlight that showcases a skincare product through visually engaging imagery, designed simply to capture attention and highlight the product’s aesthetic appeal. Contrast this with a video reel that teaches customers a daily skincare routine involving the product. This reel not only shows the product but also educates viewers on how to use it effectively to achieve better-looking skin, thereby adding depth and practical value to the content. This teaching approach not only engages customers on a deeper level but also enhances their connection to the brand by demonstrating the product’s real-world application and benefits.

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Each industry vertical applies its own unique twist to evolve from ‘Displaying’ to ‘Educating’:

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• Fashion:
  Here, the transition from showing to teaching involves demonstrating how to achieve specific looks, sharing ‘Outfit of the Day’ posts, and providing style guides. These enrich the viewer’s knowledge and skills in assembling and appreciating fashion ensembles.
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• Jewellery:
  In jewellery, teaching can involve tutorials on ear stacking, how to layer pieces effectively, and guides on choosing and caring for gemstones. This helps customers make informed decisions and enhances their styling techniques.
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• Beauty:
  For beauty, it’s about educating on daily routines and rituals that enhance health and rejuvenation. Demonstrative content might include step-by-step skincare routines or makeup application processes that aim to educate on best practices and product benefits.
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• Home Improvement:
  This vertical often leverages the dramatic transformation appeal, akin to ‘Before and After’ formats popularised by TV shows. Educational content here guides viewers through home renovation processes, offering tips and techniques to achieve desired outcomes effectively.

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By focusing on these educational aspects, brands in each vertical not only showcase their products but also empower customers with the knowledge to use these products effectively, thereby deepening engagement and fostering brand loyalty.

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Emotional Connection - Observer to Advocate.:
The Emotional Engagement Scale

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• This vertical axis of the matrix explores how brands can forge emotional connections using relatable content, such as customer testimonials, which resonate on a personal level with audiences. Conversely, hyper-engagement is facilitated through interactive content, like tutorials, which require active participation and build a deeper connection with the brand when presented authentically.

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Consider the impact of influencer and customer collaborations that catalyse a sense of community and belonging, drawing more customers into shared mindsets and brand experiences. The most effective content for inspiring organic advocacy will often make customers feel enlightened or part of a ‘Movement.’ This sense of belonging can motivate them to showcase their affiliation proudly on their virtual social platforms or share their knowledge as a status-enhancing gesture. Whether it’s a fashion tip, a wellness life-hack, or a transformative mindset, sharing this content not only helps their community but also reinforces their own identity and connection with the brand.

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Example:

Outdoor Voices, an athleisure brand from the United States, champions the #doingthings mindset. Whether it’s walking the dog, playing frisbee in the park, or practising yoga with a friend, the brand embodies the virtues of simply moving your body. Their approach is non-competitive and casual, focusing on the joy of activity rather than performance. It stands in contrast to the traditional athletic wear market, which often prioritises high performance. This inclusive and accessible philosophy helps Outdoor Voices foster a strong community bond, encouraging customers to share their everyday activities proudly, no matter how big or small.

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Another example in the Wellness and Nutrition sector is Huel, a quick, affordable, nutritionally focused food product designed to provide all the essential nutrients for active people. Huel promotes a lifestyle centred around convenience, nutrition, and community for those on the go. Their core concept revolves around providing plant-based, nutritious food options that are perfect for your busiest meal times. By becoming a “Hueligan,” customers join a movement that supports active, health-conscious living. The encouragement to use the hashtag #PoweredByHuel when re-tagging the brand aims to foster a sense of community and share personal success stories, highlighting the impact of Huel on everyday health and energy levels.

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Movement-based marketing leverages organic word of mouth for free advocacy and distribution, effectively driven by emotionally charged marketing. This approach is proving to be exceptionally successful.

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Understanding the placement of your content within the engagement matrix is crucial for tailoring strategies that maximise impact. By recognising whether your content is more about Displaying or Educating, and whether it fosters emotional connections or hyper-advocacy, you can better align your efforts with your audience’s preferences and behaviours.

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I’m about to dive deep into our own content playbook, sizing it up against the content spectrum matrix to spot any rough patches needing a tune-up. This deep dive isn’t just busy work - it’s getting me seriously synced with our content vibe and strategy. I’m betting that sharpening our focus like this will crank up our engagement and conversion stats, and I’m hoping it sparks real conversations and cementing our bond with our clients. It’s a big ask but a worthy ambition for any brand - turning casual clients into die-hard fans.

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If you’re a marketing or sales professional, I’d love to connect with you! I’m keen to learn how you utilise this type of matrix in your eCommerce content strategies. And please connect or follow for more insights on digital marketing strategies within our industry.

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