Catered Content Creation with Audience Insights

The C2C Business Model: Catered Content Creation with Audience Insights

Creating a Unique Experience for Your Audience

The easy answer to the popular question “what does every business want?” is profits. Profits come with business success, which usually implies high conversion rates. In the old days of physical shops, business owners would hope that their window is good enough to attract customers to come in, and then conversion rate and business success were down to the quality and pricing of the product or service, and the customer experience. In today’s business models majority of commerce is taking place online (eCommerce), with shop windows being replaced by online interfaces, and conversion rates being highly relevant to online interaction, through informational content, reviews, customer service, and overall customer experience. In this article we will focus on informational content, elaborating on how a C2C business can create content which “serves” the right information to existing and prospective customers.

Catered Content Creation with Audience Insights
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.

Discovering Your Audiences

Analytics can Help a Business Create Curated Content

Having explained what C2C eCommerce curated content is, the next question is on how a business can create such content, catering for potentially thousands of customers. The answer is easy: by looking at user information and audience insights. Alright, this sounds easy on paper, but how easily can it be done in reality? Let’s start by explaining what C2C eCommerce audience insights are. Imagine hosting a dinner at your house. You probably have some ideas for the food you are planning to serve, but you should probably check with the guests, to see if they have any allergies, if they strongly dislike a particular food, if they are on some specific medication that prevents them from having certain ingredients. Having done that, you might had to readjust your menu, in an effort to please everyone and have at least one dish that everyone could have. If this dinner evolves to be a repeated event, then you will probably use the information you got from your guests the first time before designing the new menu, but you might go back and ask them again, just in case something has changed, trying to cater for everyone. See what we did there? Catering for everyone is exactly how a seller is (or should be) thinking about their eCommerce strategy and customers, creating catered content for them, making them feel unique, valued, and special. This personalized information can be derived from audience insights and analytics (Google is offering Google Analytics, a great tool that can be used for such purposes).


Audience Insight Interpretation

What these eCommerce marketing tools can do, is reveal the user information and user behavior, segregate the user base into clusters based on similarities, identify these similarities, and help the business owner formulate action plans and user-specific content, targeting the audience generally and each cluster specifically, creating a better user experience and increasing their chances of successful conversions. Although interpreting audience insights and working with Google analytics might sound daunting, it can be understood relatively easily, and become more of a helpful tool rather than a nemesis. Being able to see user information, where customers are coming from, what they are looking for, how they are looking for it, how they navigate the eCommerce platform, how much time it takes them before proceeding into action, which channels they used to access the eCommerce platform, which contact options they prefer, can be a revelation for a business. Having all this information, and using it to understand the audience can help accelerate growth, minimize risk, attract new customers based on provided target profiles, and overall lead to business success.


Knowing your Audience can Help your Business Flourish

Getting familiar with Google analytics and using user information and user behavior can do wonders for organic business growth, based on offering what the customers want to see. Analytics can give a very detailed overview of the existing clientele, but also map the visitors of an eCommerce platform, inform decisions on eCommerce marketing tools and strategies to be used, assist with C2C eCommerce curated content creation, and create a better connection between the two parties involved in C2C eCommerce. Understanding the audience and targeting the correct audience are two interlocked goals a seller should always have in mind if they want to see their business flourish. Similarly to the old and trusted market research before launching a new product or service, paying attention to C2C eCommerce audience insights could be seen as an ongoing market research towards improvement of the customers’ experience.

Clarity's eCommerce Marketplace platform has been used in such marketplaces for more than 10 years.

There are several ways to enhance customer’s experience based on audience insights and user behavior, and create user-specific content to reflect the customer’s needs. However, in order to be successful with C2C eCommerce and catered content, one thing needs to be made clear. This is that each individual customer is in the center of attention. Making users feel valued and going the “extra mile” (or rather the “extra click”) to show that their needs and unknown wishes are catered for is what will make them converge to customers. Understanding the needs and behavior of specific audiences and create content or curate the user interface to communicate that is what will increase traffic and possibly conversion rates.