In a crowded market with competitive pressures coming from every corner, retailers and brand manufacturers are constantly challenged with attracting and keeping the increasingly demanding and fleeting customer.

How do we drive traffic, convert to sales, and keep them coming back? These are the questions that are top of mind among retailers and brand manufacturers around the world, every day. One way to differentiate is by combining commerce and content – a strategy that has proven successful for many organizations. By creating and serving up relevant and compelling content, retailers and brands are transforming their online properties from purely transactional sites into destination sites that turn consumers into loyal, long-term customers. There are many advantages of a good content strategy including the ability to use content to drive certain customer behaviors related to product inventory, seasonality, and more.

In this paper, we examine the:

• Concept of content in commerce
• Benefits of content in commerce
• Different types of content strategies for commerce
• Best practices for creating a content-driven culture