Does One Size Fit All? On Content Strategy with Charlotte Cole of Farfetch

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Summary

Does one size fit all when it comes to our content strategy? That’s the question we posed to todays guest, Charlotte Cole, Senior Director of Content Development at Farfetch. Spoiler alert, the answer is not yes. We discuss personalization, regionalization, localization and all the factors that go into an effective global content strategy.

Key Takeaways

  • Does one size fit all? No. It never has, but there wasn't many options to serve your many customer segments.
  • The e-comm landscape has learned a lot in recent years that points to this need. The political and social landscape does shape how your customers shop.
  • In fashion, we've often spoken about our customers in too narrow of terms. You need many more personas and subsections, or an entire shift in the way you think about your customers.
  • At Farfetch, content creation has become de-centralized in order to make better content for those customers.
  • Personalization is really a sort of catch all term in how the experience is built. While it CAN be, it's not only about getting an ad specifically for you or receiving a mailer with your name on it.
  • At Victorias Secret, personalization and regionalization are two halves of the same whole. It helps you get the customer to not just A shopping experience, but the RIGHT shopping experience.
  • DEI means different things to different cultures. What diversity means is different when you're in a predominately western culture vs. the other cultures around the world.
  • It may require another approach to branding. Build a system that allows many diverse team members create content that is ON BRAND while culturally relevant.
  • Translation is NOT the same thing as localization.
  • For global success in content strategy, you have to learn everything you can about your customer.
  • What's the ROI on creative? We still don't know but we're really REALLY trying.

Discount Code

Reminder to use code ECCP to get your first month of PhotoRoom Pro for free! Thanks to the PhotoRoom team for the generous offer.

Credits
Produced by: Creative Force - creativeforce.io
Edited by: Calvin Lanz Sound - clsound.net
Hosted by: Daniel Jester - danieltjester.com

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