Podcast Summary: The Agile Brand™ with Greg Kihlström
Episode #611: Optimizing E-commerce Content with Ashlyn Fulton, D'Addario
Release Date: December 6, 2024

Introduction

In Episode #611 of The Agile Brand™, host Greg Kihlström engages in an insightful conversation with Ashlyn Fulton, Senior Digital Content Manager at D'Addario & Company. The discussion delves into the intricacies of optimizing e-commerce content, addressing both Direct-to-Consumer (D2C) and Business-to-Business (B2B) strategies. Ashlyn shares her extensive experience in digital marketing, highlighting the challenges and opportunities presented by evolving technologies like generative AI and platforms such as Optimizely.

Guest Introduction

Ashlyn Fulton brings over a decade of experience in digital marketing communications, currently overseeing content management and optimization at D'Addario & Company—a global manufacturer of guitar strings and instrument accessories operating in more than 130 countries with over 5,000 SKUs available online. Her role encompasses managing content for both D2C and B2B audiences, ensuring that the company's diverse product lines resonate with varied customer segments.

Content Creation Challenges for D2C and B2B E-commerce

Ashlyn outlines the distinct challenges of creating content for D2C versus B2B audiences:

• D2C Content Challenges:

  • Conversion Focus: "Our primary consideration is conversion to sales," Ashlyn explains ([03:31]).
  • Loyalty Programs: Emphasis on enhancing customer loyalty through initiatives like the "Player Circle."
  • Brand Messaging: Managing four different brand stories across various product lines, ensuring cohesive messaging while meeting sales targets and satisfying multiple business units.

• B2B Content Challenges:

  • Dealer Satisfaction: Creating content that empowers dealers with the necessary tools to effectively sell D'Addario products.
  • Streamlined Ordering: Simplifying the ordering process to facilitate regular purchases by dealers.

Despite the differences, Ashlyn highlights areas of overlap where strategic efficiencies are achieved, such as extending 95% of D2C discounts to dealers, allowing simultaneous content creation with tailored messaging for each audience ([04:34]).

Notable Quote:
"It's what the data shows and what our customers want." — Ashlyn Fulton ([03:31])

Leveraging Optimizely for Content Management

Ashlyn discusses how Optimizely's platform has revolutionized D'Addario's content creation and management:

• Content Reusability: The CMS allows for the creation of robust, reusable content components, significantly streamlining the process. For example, setting up a giveaway for drummers involves creating a set of blocks once, which can be easily updated and repurposed for future campaigns ([05:22]).

• Personalization Features: Utilizing visitor groups within Optimizely’s CMS to ensure that the right audiences receive tailored content enhances user engagement and relevance ([06:12]).

Notable 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 ([05:22])

Impact of Generative AI on E-commerce Content

The conversation shifts to the role of generative AI in e-commerce, where Ashlyn envisions significant enhancements in content creation and personalization:

• Content Suggestions and Execution: AI can assist in ideation, campaign execution, and managing large-scale projects like product description rewrites for thousands of SKUs ([07:17]).

• Future Personalization: AI’s ability to analyze customer data will streamline personalization efforts, making it easier to segment audiences, formulate hypotheses for experiments, and create highly personalized customer experiences ([07:56]).

Notable Quotes:
"I see us utilizing generative AI anywhere from content suggestions and ideation to the actual execution of those campaigns." — Ashlyn Fulton ([07:17])
"It's a tool for marketers, not something that's going to take our job at least yet." — Ashlyn Fulton ([11:03])

Building Content with Continuous Improvement

Ashlyn emphasizes the importance of integrating optimization into the content creation process from the outset:

• Strategic Planning: Utilizing a robust brief template and prioritizing communication ensures that optimization is embedded at the planning stage ([09:20]).

• Tools for Optimization: Tools like Site Improve, Ahrefs, and Microsoft Clarity are employed to monitor site performance, SEO, accessibility, and user behavior, informing ongoing content adjustments ([10:13]).

Notable Quote:
"Using data as much as we can to learn more about our customers, teach them about our brand, get them to buy our products, and then ultimately become a D’Addario player for life." — Ashlyn Fulton ([12:21])

Future Trends and Advice for E-commerce Brands

Looking ahead, Ashlyn identifies AI as a pivotal trend that will continue to shape e-commerce content strategies. She advises brands to embrace AI technologies, advocating for their adoption as tools that enhance rather than replace human creativity and strategic thinking ([11:03]).

Notable Quote:
"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 ([11:03])

Highlights from Opticon 2024

Ashlyn shares her enthusiasm for Opticon 2024, particularly the sessions focused on AI integration and experimentation within Optimizely’s suite. She found the AI roadmap session particularly inspiring, offering insights into future capabilities and the seamless integration of AI with existing platforms ([11:34]).

Notable Quote:
"A highlight for me has been learning more about how they're going to be using AI in the future... It was so inspiring, encouraging to hear what kind of things we're going to be able to do with all their platforms." — Ashlyn Fulton ([11:34])

Staying Agile in the Role

To maintain agility, Ashlyn emphasizes the importance of continuous learning and openness to new ideas. Attending industry events like Opticon, leveraging data-driven insights, and fostering a culture of adaptability are key strategies she employs to stay responsive and effective in her role ([12:13]).

Notable Quote:
"Being open to new ideas and new ways of doing things, using data as much as we can to learn more about our customers..." — Ashlyn Fulton ([12:21])

Conclusion

Episode #611 offers a comprehensive exploration of e-commerce content optimization through the lens of an experienced digital content manager. Ashlyn Fulton's insights into the challenges of D2C and B2B content creation, the transformative impact of platforms like Optimizely, and the burgeoning role of generative AI provide valuable guidance for marketers aiming to enhance their digital strategies. Her emphasis on continuous improvement and agility underscores the dynamic nature of the e-commerce landscape.

Learn More:
For additional information on Ashlyn Fulton, D'Addario & Company, and Optimizely, visit the links provided in the show notes.

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