Podcast Summary: B2B Agility™ with Greg Kihlström
Episode #33: B2B E-Commerce Content Optimization with Ashlyn Fulton, D'Addario & Company
Release Date: December 17, 2024

Introduction

In Episode #33 of B2B Agility™ with Greg Kihlström, host Greg Kihlström delves into the intricacies of B2B e-commerce content optimization with Ashlyn Fulton, the Senior Digital Content Manager at D'Addario & Company. The discussion centers around the unique challenges of managing content for both Direct-to-Consumer (D2C) and B2B audiences, the impact of generative AI on content creation, and the role of platforms like Optimizely in streamlining content operations.

Guest Introduction

Ashlyn Fulton brings a decade of experience in digital marketing communications to the table. At D'Addario & Company, a global manufacturer of guitar strings and instrument accessories operating in over 130 countries with more than 5,000 SKUs online, Ashlyn focuses on website content management and optimization.

Quote:
"My background is in marketing communications. I've been in digital marketing for about 10 years...now I'm primarily focused on website content management and optimizations."
— Ashlyn Fulton [02:23]

Challenges in Content Creation for D2C and B2B E-Commerce

Ashlyn outlines the distinct challenges faced when creating content for D2C versus B2B audiences. For D2C, the primary focus is on driving conversions and fostering customer loyalty through programs like Player Circle. Additionally, D'Addario must manage multiple brand stories across different product lines, ensuring cohesive messaging that aligns with sales goals and meets diverse business unit expectations.

Quote:
"With D2C,...we have four different brand stories because we have the guitar business and we have two drum businesses with the drum business, orchestral and woodwinds. So it's a lot to message in a cohesive way while hitting our sales goals..."
— Ashlyn Fulton [03:13-03:49]

In contrast, B2B content aims to empower dealers by providing them with the necessary tools to sell effectively and facilitating seamless order placements. Ashlyn highlights the importance of making dealers happy and ensuring ease of business transactions.

Quote:
"With B2B, our focus is making our dealers happy, giving them the tools that they need to sell our products to their customers..."
— Ashlyn Fulton [03:52-04:07]

Streamlining Content Operations with Optimizely

Ashlyn discusses how Optimizely's Content Management System (CMS) has revolutionized content creation and management at D'Addario. The platform's ability to create reusable content blocks significantly enhances efficiency, allowing for quick updates and consistent deployment across the website.

Quote:
"The CMS makes it really easy for us to create robust content pages and components that can easily be duplicated and reused without having to start from scratch every single time."
— Ashlyn Fulton [05:03]

She also emphasizes the effectiveness of Optimizely's visitor groups for personalization and the integration of search and navigation tools that inform content optimization decisions.

Quote:
"We use visitor groups for personalization a lot across the site, just making sure that the right audiences are seeing the right content."
— Ashlyn Fulton [05:54]

Impact of Generative AI on Content Creation and Management

Generative AI is a focal point of the conversation, with Ashlyn highlighting its potential to transform content strategies. From ideation and content suggestions to executing large-scale projects like product description rewrites, AI offers substantial efficiency gains.

Quote:
"I see us utilizing generative AI from anywhere from like content suggestions and ideation to the actual execution of those campaigns."
— Ashlyn Fulton [08:32]

Looking ahead, Ashlyn anticipates AI enhancing personalization by analyzing customer data, facilitating segmentation, and enabling sophisticated experimentation and hypothesis testing.

Quote:
"I think it's going to make personalization a lot easier for E-commerce sites by being able to analyze customer data...creating a highly personalized experience for our customers."
— Ashlyn Fulton [09:10-09:35]

Despite the excitement, Ashlyn acknowledges the necessity of maintaining a human touch in content creation to ensure authenticity and oversee AI-generated outputs.

Quote:
"At least right now there's always gotta be at least a little bit of a human touch."
— Ashlyn Fulton [10:04]

Building Content with Continuous Improvement in Mind

Ashlyn outlines D'Addario's approach to content optimization, emphasizing the integration of optimization strategies from the planning stage. Utilizing a structured briefing process and leveraging data-driven tools ensures that content continuously evolves to meet performance goals.

Quote:
"We have a really amazing strategy team and a really good brief process, along with several tools that we use to make sure that we're taking optimization into consideration at the content planning stage."
— Ashlyn Fulton [10:35-10:48]

She details the use of tools like Site Improve for monitoring site performance, SEO, and accessibility, as well as Microsoft Clarity for gaining insights into user behavior.

Quote:
"We use site improve to monitor and alleviate site performance, SEO and accessibility issues...we also just implemented Microsoft Clarity, so that's giving us a lot of good insights as well."
— Ashlyn Fulton [11:28-11:57]

Future Trends and Advice for E-Commerce Brands

Looking forward, Ashlyn identifies AI as a pivotal trend shaping the future of e-commerce content management. She encourages brands to embrace AI technologies, emphasizing their role as empowering tools rather than job replacers.

Quote:
"AI, right? It's now, it's the future. And my advice would be to get on board and start figuring out how your company can use it and just don't be scared of it because it's a tool for marketers, not something that's going to take our job at least yet."
— Ashlyn Fulton [12:17-12:38]

Ashlyn also shares her enthusiasm for continual learning and experimentation, crucial for maintaining agility in the fast-evolving e-commerce landscape.

Quote:
"Learning more about how they're going to be using AI in the future...seeing what things we can do with that and how AI also integrates into that product."
— Ashlyn Fulton [12:49-13:21]

For E-commerce brands aiming to enhance their content strategies, Ashlyn advises staying open to new ideas, leveraging data to understand customer behavior, and committing to ongoing optimization efforts.

Closing Remarks

Greg Kihlström wraps up the episode by thanking Ashlyn Fulton for her valuable insights. He encourages listeners to subscribe to the B2B Agility podcast, leave ratings, and explore additional resources available on the podcast’s website.

Quote:
"To learn more about Ashlyn Daddario and Optimizely, please follow the links in the show notes."
— Greg Kihlström [13:55-14:09]

Key Takeaways

• Dual Focus: Managing content for both D2C and B2B audiences requires tailored strategies to address distinct objectives and challenges.

• Optimizely's Role: Utilizing robust CMS platforms like Optimizely streamlines content creation, enables personalization, and supports efficient content management through reusable components.

• Generative AI: AI technologies offer significant potential for enhancing content creation and personalization but should be complemented with human oversight to maintain quality and authenticity.

• Continuous Optimization: Integrating optimization strategies from the planning stage and leveraging data-driven tools ensures that content remains effective and aligned with business goals.

• Future Trends: Embracing AI and fostering a culture of continuous learning and experimentation are essential for staying agile and competitive in the evolving e-commerce landscape.

Connect with Ashlyn Fulton and Explore More:

• D'Addario & Company: [Website Link]
• Optimizely: [Website Link]
• B2B Agility Podcast: www.b2bagility.com

This summary encapsulates the key discussions and insights from Episode #33 of B2B Agility™ with Greg Kihlström. For a deeper dive into B2B marketing strategies and e-commerce optimization, tuning into the full podcast episode is highly recommended.