The desire to create meaningful and engaging content has never been greater among online brands and merchants. Online retailers are striving for more site traffic, smoother customer journeys and an uncluttered checkout, but with varying levels of success. Now, it seems, ‘content’ is the new lever to pull for many.
At its best, web content can deliver more visitors, better engagement and stickier sales transactions. But for many the content journey is proving frustrating, costly and, thus far, rather unsatisfying. So where has the explosion of content production left us? And what can you do next to extract more value from the stories that you create?
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