From brand to product: ensuring that content is consistent and complementary

In the physical world, we enter a store thanks to brand communication. And we leave it with purchases as a result of the salesperson’s talent. Online, the same principle applies. It’s essential to ensure that Internet users are able to navigate seamlessly between the brand and its products. And to use content to entice them.

Online, content is the salesperson

Whether it’s an editorial, feature story, product description, photographs, user advice, video, or consumer opinions, brand-specific content is crucial when it comes to making a sale. In order to buy online, Internet users need context. The key to success? A clever cocktail, rich and lively, combining editorial content, commercial offers, and interactivity.

What’s more, since every consumer has access to a wide range of commercial information on multiple channels, more than ever companies need to guarantee consistency between these channels and, further upstream, between corporate and product communications.

The priorities of a company’s marketing and corporate communications departments should be aligned. In order to bring to life its range of offers in real time, by associating them with content about the brand.

A single platform for all operational teams

The actors involved in digital productions are the communications department, whose mission is to increase the status of the brand, and the marketing department, which needs to capitalize on this image to drive sales. Too often, these teams use two separate platforms. One for managing content and the other for the web interface or online merchants. This creates the risk of inconsistencies and an interruption in the brand universe. With the immediate consequence of diminished business performance.

To reactively enliven web channels (including social networks and mobile sites) by delivering rich messages and consistent images, the marketing and communications teams need to work together thanks to a single tool that respects their respective prerogatives. In this way, it becomes possible to produce, centralize, share, and publish content in keeping with the brand image and in the service of both marketing and online sales. The result is a truly complementary effect between the brand, product pitches, storytelling, and so on.

Wedia typically responds to this type of challenge by combining content management with automatic publishing on digital channels. This makes it possible to recreate, online, the experience in an actual store. And to enliven online channels in a cost-effective way.

These advantages can also be extended to the international level since translation of content is included in the solution. As a result, content can be published the same way on country-specific websites.

If you would like to find out more, discover our client case studies.