Word of the week: content merchandising
Whenever you hear the word “merchandising”, you probably think of retail. You might think about sales, promotions and presenting a product in a way that will persuade the audience to purchase it. Content merchandising is a similar concept. The idea is to drive sales by creating compelling content, such as articles, images, whitepapers, case studies and infographics that strategically position a company as a thought leader or educator within key areas. But this content has to have a vehicle to reach target audiences in the right place and the right time, which is where merchandising (aka disseminating) comes into play. Merchandising not only helps cast a wider net for content, but it also nurtures and educates potential customers, ultimately being an important part of converting leads for sales.