Importance of Catered Content
What is Catered (or Curated) Content?
Informational content related to the scope of the business (conversions, aiming to profit), is content especially created to cater for what the customer wants to see. Also named catered or curated content, this content represents an effort of the business to offer information about the products and services, and their relevance to prospective customers, to create a rapport between the seller and the audience, to attract the “right” audience, to create trust, and eventually, to lead to conversions and profits. However, although the target audience has the interest about the product or service in common, it also comprises by different people, with possibly different needs. So curating the offered content even further, fine-tuning it to specific clusters within the target audience, and creating user-specific content can lead to business success. Especially for the customer to customer business model (C2C) this is an approach that can help eCommerce improve drastically. Examples of user-specific content include the possibility of having a location tracking multilingual website, offering speedy checkout, offering a monthly subscription to a product which includes a discount on the long run, or offering the opportunity of payment through installments instead of in one go. Other examples could be offering rewards, birthday surprises, or limited edition products for loyal customers, suggesting products and services to specific customers based on their recent purchases or searches, create content on how to use products in many different ways, and the list goes on, as there is something for literally everyone.