In the digital age, the line between content and commerce is blurring. Brands are increasingly turning into publishers, leveraging content platforms to engage with their audience, tell their story, and ultimately drive sales. This article explores the rise of digital content commerce, the use of content platforms in commerce, and the trend of brands converting into publications, supported by recent research and examples.

Digital Content Commerce: A Growing Trend?

Digital content commerce is the process of publishing, promoting, and distributing content to drive eCommerce sales. It’s essentially content marketing for eCommerce, but with a stronger focus on integrating content and commerce. According to a report by BigCommerce, content is one way brands can differentiate themselves and use their brand story to encourage consumers to choose their products over others.

Digital Content Commerce is a growing trend due to several factors:

1. Consumer Expectations: Today’s consumers expect more than just a product or service. They want to engage with brands on a deeper level, and content allows brands to provide this engagement. By creating content that is relevant and valuable to their audience, brands can build stronger relationships with their customers and drive loyalty.
2. The Rise of Social Media: Social media platforms have become key channels for content distribution. Brands can leverage these platforms to reach a larger audience and drive traffic to their eCommerce sites. Social media also allows for more interactive and engaging content formats, such as videos, live streams, and interactive posts.
3. SEO Benefits: Content plays a crucial role in search engine optimization (SEO). By creating high-quality content that is optimized for relevant keywords, brands can improve their search engine rankings and increase their visibility online.
4. Data-Driven Personalization: With the rise of big data and analytics, brands can now create personalized content for their customers. This can significantly improve the customer experience and lead to higher conversion rates.
5. Brand Differentiation: In a crowded market, content allows brands to differentiate themselves from their competitors. By telling their brand story and showcasing their values, brands can create a unique identity and position themselves as leaders in their industry.
6. Increased Sales: Ultimately, the goal of digital content commerce is to drive sales. By providing valuable content, brands can guide their customers through the buying process and influence their purchasing decisions.

The Use of Content Platforms in Commerce – Sounds Familiar ?

Content platforms play a crucial role in digital content commerce. They allow brands to publish and distribute content, engage with their audience, and drive sales. According to a study by Bloomreach, eCommerce platforms are good at working with product data and are specifically designed to manage large catalogs containing data points like product descriptions, images, and prices. However, they often fall short when it comes to content. This is where content platforms come in. They allow brands to create and manage content that complements their product offerings, providing a richer and more engaging shopping experience.

Brands Converting into Publications: Real-World Examples – You already know this!

More and more brands are turning into publishers, creating their own content to engage with their audience and drive sales. Here are a few examples:

1. Red Bull: Red Bull has become a media powerhouse, producing content that resonates with its target audience. From videos of extreme sports to music festivals, Red Bull’s content goes beyond its products and taps into the lifestyle and interests of its audience (source).
2. Adobe: Adobe’s CMO.com is a prime example of a brand turning into a publisher. The site features thought leadership content on topics like digital marketing, customer experience, and digital trends, positioning Adobe as a leader in the field (source).
3. Coca-Cola: Coca-Cola transformed its corporate website into a digital magazine, Coca-Cola Journey. The site features stories about the company’s employees, sustainability initiatives, and community involvement, among other topics (source).

These examples show how brands can leverage content to engage with their audience, tell their story, and drive sales. However, turning into a publisher is not without its challenges. Brands need to create content that is relevant and valuable to their audience, and they need to do so consistently. They also need to find the right balance between promoting their products and providing value to their audience.

In 2023, India has seen a significant shift in the digital commerce landscape. Here are a few notable examples:

1. JioMart: Reliance’s JioMart has emerged as a significant player in the e-commerce sector in India. It has expanded beyond being a grocery-led platform to a multi-category destination, providing a wide range of products and services. JioMart has also onboarded 20,000 small and medium-sized businesses to sell on its platform, further expanding its reach and influence in the Indian market. Source
2. Tata Digital: Tata Digital has also been strengthening its position in the online retail space. Tata UniStore, which runs Tata Cliq, recently raised Rs 1,600 crore, indicating a strong commitment to expanding its digital commerce operations. Source
3. Meesho: Meesho, a social commerce platform, has seen significant growth, particularly in tier 2 and tier 3 markets. It captured a 21% share in terms of order volumes during the festive season, highlighting the potential of markets beyond metros and the rise of alternate e-commerce players in the country. Source
4. Nykaa: Nykaa, which started as a beauty marketplace, has grown to become a key player in the Indian e-commerce ecosystem. It has expanded into fashion, launched private labels across lifestyle categories, and is planning its foray into international markets. Source
5. Open Network for Digital Commerce (ONDC): The state-backed ONDC aims to democratize e-commerce in India and create a level playing field for small retailers. It has the potential to disrupt the established e-commerce market and provide new opportunities for micro, small, and medium enterprises. Source

These examples demonstrate the dynamic and evolving nature of digital content commerce in India in 2023, with a shift towards more inclusive and diverse platforms that cater to a broader range of consumers and businesses.

See.. the rise of digital content commerce, the use of content platforms in commerce, and the trend of brands converting into publications represent a significant shift in the way brands engage with their audience and drive sales. As this trend continues to evolve, it will be interesting to see how brands adapt and innovate to stay ahead.