Sourcing inspiration externally Content does not end with the content you own. Imagine, for example, you are an upmarket food retailer, and your central strategic marketing organization is setting up seasonal campaigns. The upcoming campaign for next summer is all about vegetables – think heirloom tomato salad with a balsamic vinegar strategic cell, there is more out there. This might include Wikipedia information, recipes from Bing Food & Drink, artwork from stock photo suppliers, Pinterest, blogs about seed swap events, and
farmers’ markets that nicely complement your offering. All of this turns your DAM- gone-PIM-gone-marketing portal into a mood board of sorts.
dressing. You probably own some content about your products, maybe some recipes. If you’re already a bit more mature in the content marketing approach, you’ll have some content available on that small family-owned farm in upstate New York that supplies you with local produce. But when it comes to inspiring all of those marketers, agency creatives, copywriters, photographers, and that group of freelancers who operate far from your
How’s that for inspiring your marketing community?
65% of commerce professionals agree that ‘combining content with personalization is the best way to compete with global marketplaces like Amazon and Alibaba.’ 4
4 Econsultancy and Sitecore: Reinventing Commerce 2019: [https://www.sitecore.com/en-gb/resources/index/analyst-reports/ reinventing-commerce]
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