Content, commerce, and personalization: why using a data-driven CMS results in more revenue⁡𝅶‍‍𝅺⁡‍𝅴⁡𝅴𝅹‍‍⁢𝅵‍‍⁡​⁡‍⁠⁡​⁡‍‍𝅹𝅴𝅺‍‍‍𝅷‍‍𝅳⁡‍⁠‍‍⁢𝅵‍‍𝅳⁡⁣⁡⁣⁡​⁡⁢⁢𝅵‍𝅺‍𝅺𝅸‌⁡‍𝅶⁠⁡⁣𝅴𝅹⁡‍𝅸⁡​⁡‍⁠⁡​⁡‍‍𝅸‍⁡‍𝅹⁡​⁡‍⁠⁡​⁡‍‍𝅹𝅴𝅺‍𝅺⁡​⁡⁠‍𝅷𝅴⁡⁢𝅳‍𝅺⁢𝅺𝅹⁡⁣⁠𝅹⁡⁣‍𝅸𝅴⁡⁣⁠𝅸⁡⁢‍𝅺⁠⁣𝅴⁡⁣‍𝅺⁢⁣⁢⁡⁠‌⁢𝅴⁢⁢⁢⁢‌‍𝅸⁢𝅴⁢⁢⁣‍𝅸⁢⁣⁢⁡⁢‌⁢⁡‍𝅸‍⁢𝅳⁢⁡‍𝅸⁢𝅴⁢𝅴⁢‍⁢​⁢𝅴⁢‌⁢⁢⁢‌⁢‌⁠⁢𝅺𝅷𝅺⁢‌𝅷⁠⁢𝅸⁠𝅹‍𝅸⁣⁡⁣‍‍‍⁡𝅸

The lack of conversions from e-commerce content has often nothing to do with the quality of the content or the desirability of available products. The main reason for content-driven conversions falling behind is that the content itself is not aligned with the shopping experience – and vice versa.

In most cases, e-commerce content is edited and published through a content management system (CMS). At the same time, products are generally published with the use of an e-commerce system. Using both e-commerce software and a CMS often results in using two separate environments. One for publishing products, and one for publishing content.

A generic customer experience delivered through a traditional platform consisting of an e-commerce system and a headless CMS.

This in itself does not have to be an issue, but it is a problem when these two solutions function as siloed environments, remaining unlinked. When striving after a successful content marketing strategy for e-commerce content and commerce need to be aligned and personalized based on user data. Only then, the content will result in actual conversions.