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Optimal brand site content is informed by consumer search behavior, allowing enterprises to scale portfolio-wide efforts around educational content, guided selling tools and couponing strategies. Done successfully, this can encourage loyalty and incentivize basket building, while optimizing brand-specific content like ingredient information on high-traffic pages can improve discoverability. As explored in Gartner L2’s Digital IQ Index: Home Care US 2019, this report details the various strategies enterprises and brands can deploy to capitalize on these content marketing opportunities.