These days, markets and malls have taken the backseat while the internet has become the hotspot for buying and selling. The internet is the busiest and most lucrative venue for all kinds of transactions.
It has 4.66 billion users around the world. That’s a whopping 59% of the world’s total population. With the rise in internet use, ecommerce business owners are increasingly seeing the value of being more accessible to online audiences.
This is especially important as people now have to do more of their business and shopping online—thanks to Covid-19. There is a vast range of audiences on the internet, with different needs and preferences.
These differences show up in the way people consume digital content. While some people prefer to read text, some prefer videos, infographics, or audio. The devices they use to access the internet also differ.
This creates a need for ecommerce businesses to provide digital content that is adaptable for different devices, contexts, and personalities. Adaptive content supports meaningful, personalized interactions across all channels.
If you want customers on the internet to consider purchasing your goods or services, you need to first ensure that they understand your message. Adaptive digital content is the key to this.
Simply put, adaptive content is that content you can create once and recycle in different ways. Here are five software tools that will help you adapt your digital content to your clients’ needs, and ultimately, improve your business results.
Have you ever wished that you could simply speak and someone else would do the typing? Happy Scribe is the answer to that wish. It is a premium convert audio to text software that you can use to transcribe all kinds of audio files.
Happy Scribe has great speech recognition that converts audio to text in just a few minutes. This software can transcribe over 119 different languages and accents. It accepts over 30 audio file formats, including AIFF, M4A, MP3, MP4, WAV, and WMA.
You can also export your transcripts in Word, PDF, TXT, SRT, VTT, STL, HTML, AVID, and Premiere Markers. Another unique feature of Happy Scribe is that there are no file size limits, so you can use it to convert several minutes of audio into text.
You get the first 10 minutes free, and then get charged €12 for 1 Hour. So, no matter how long your video or audio files are, you no longer need to create transcripts or subtitles manually. Happy Scribe will do that for you.
There are several advantages to derive from translating your audio to text. First, your content becomes more accessible to customers who are deaf, hard of hearing, and non-native language speakers.
Some customers will also rather read your content than watch or hear it to understand it better. Having your audio content converted to text means that they can consume it visually, thereby increasing your reach.
If you are looking to increase your SEO, transcribing audio to text can also help because Google cannot index audio. You can also get more shares on social media with text. Additionally, you would be saving a lot of time and resources.
With the wide range of audiences on the internet comes a wide range of devices. Web-enabled devices come with different screen sizes and data transfer speeds. The implication of this is that your website content cannot be presented the same way upon every request.
Creating website content that can only be presented in one form could easily lead to limitation, or even worse, traffic loss. You definitely do not want that for your business.
WordPress is a website publishing platform with plug-ins that allow content writers and theme authors to choose when WordPress should or shouldn’t show any given content item.
These plug-ins use Mobile Detect (a PHP script) to identify your website visitor’s device as mobile, tablet, or desktop. With this data, you can display the appropriate content display to your website’s visitors.
This can help you prevent large files from outputting to devices with a lower data transfer speed, such as some mobile devices. It also makes sure you display more extensive copy and more elaborate user interfaces to desktop devices or laptops.
You can also detect iOS, iPhone, iPad, Android OS and Windows Mobile OS as appropriate.
Your customers may currently be social distancing, but they still need ways to stay connected to you. Email marketing can help you create more personalized content for them while driving your sales.
Your digital content does not need to be restricted to your website or social media pages. You can convert them to emails with Mailchimp. Mailchimp contributes to your personalized messaging by helping you build emails with easy-to-use design tools and flexible templates.
Its audience management tools help you identify the right target audience. It also has automation tools that take the stress off you by delivering the right messages at the right time. Mailchimp also allows you to sync your ecommerce store data and builds customer segments based on purchase behavior.
Serving up personalized, direct, and targeted content helps you stay relevant to your customers. They now know you as more than just a business on the internet, but as one that cares to communicate with them.
Content that you can adapt for email includes useful product information, sales campaigns, and back-in-stock notifications, to name a few. It is also helpful to send engaging ideas, stories, media, and downloadable content to keep your customers engaged.
Converting your content to graphics is a sure way to make it appeal to more customers. You cannot always leave all the good stuff in the caption. People have short attention spans and don’t always read written content.
So, what do you do when you want to make sure that your point is seen and understood? You simply summarize your content or highlight the key information and present that as graphics.
Canva is an excellent tool for creating graphics. It has thousands of templates that you can use to create catchy infographics, presentations, charts, posters, social media posts, and documents.
It also comes with several fonts, stock images, icons, and photo filters. There are no limits to the designs you can create. The best part is that Canva is very easy to use, so you don’t need excellent graphic design skills to make good visuals for your business.
Though the free Canva option is excellent, the Pro and Enterprise options are even better. Canva Pro costs just $10 a month, and it allows you to upload your fonts, create a brand kit, resize images automatically and schedule content to social media platforms.
If you have a bigger team working on your branding and content, Canva Enterprise is the way to go.
Video can take your content to a whole other level. Today, many internet users are paying more attention to video content than ever before. As an ecommerce business, you can depict almost anything with a video.
It is easy to assume that videos are difficult and time-consuming to create, but that’s where Vimeo comes in. Vimeo is a simple tool for creating, managing, and sharing high-quality videos.
It allows you to live-stream, record your screen and edit pre-made videos. You can also publish videos to any channel, use marketing tools to drive engagement, and view analytics.
Here are three ways to adapt the content you already have to video format to appeal to more customers:
- Record product instruction or demonstration videos
- Record your screen to give a tour of your website
- Record your daily business processes and share them with your audience
One important thing to note in sharing adaptive content is that you must protect your audience’s personal information.
If you have access to your audience’s personal information from analytics and profiling, you need to make sure that this information is used respectfully. The CCPA protects your audience’s privacy and personal information.
What is CCPA? The California Consumer Protection Act (CCPA) is a consumer data privacy law that became effective on January 1, 2020. The California-specific act ensures that organizations protect consumers’ data privacy rights.
Its regulations protect over $12 billion worth of personal information used for advertising each year in California.
Adapting your digital content is the best way to get more people to see, understand and act on your business-related content. You need to ensure that you create tailored content for your audiences based on their personalities, devices, and contexts.
Adaptive content takes away the strain of creating multiple kinds of content across different platforms. It ensures that you only have to create content once, then repurpose it.
Like many other business processes, you can make content creation and adaptation easier once you identify your goals and understand your audience and needs. Once you have done this, you can select the best software tools to create exactly what you need.