1、DSI AND PROFITERO REPORTDEFINING CONTENT EFFECTIVENESSHow Content Maturity Can Help Brands Better Meet Shopper NeedsThe State of Content.3Who Was Included in the Report?.3What Is Content Effectiveness?.4Content Effectiveness Framework.19How To Communicate the Importance of Content To Your Leadership

2、.20Whats Next for Content Effectiveness?.21Key Takeaways.223 Stages of Managing Content.5Stage 1:Content Compliance.6Stage 2:Content Completeness.6Stage 3:Content Effectiveness.75 Core Pillars of Content Effectiveness.81.People.92.Data and Systems.113.Process.134.Measurement.155.Retailer Collaborati

3、on.17The Shopper.18TABLE OF CONTENTSDEFINING CONTENT EFFECTIVENESSP A G E 3 O F 2 3The State of ContentConsumers desire accurate,descriptive,experiential product content that tells a story not just the bare minimum and brands want a better understanding of what types of product detail pages(PDPs)dri

4、ve results.According to Profiteros“The Digitally Influenced Shopper”report,eight out of 10 U.S.shoppers say their retail purchases are influenced by digital touch points,and seven out of 10 are more likely to purchase an item because of its online content or reviews rather than in-store signage and

5、displays.This has shifted how brands measure content success.Before,brands used completeness and compliance as benchmarks.Now,they measure based on shopper-and performance-defined success standards.While many brands have laid the foundation for advanced content,most havent achieved the highest level

6、 of content maturity,and only 15%are embedding data into the content optimization process,according to Profiteros benchmark study.For many,this shift is more of a work in progress than an actual reality,and it can only come after a brand has done the dirty,unglamorous work of centralizing content an