UpLift - How We’ve Reinvented the Content Development Process

Bourke Kelley , Executive Director, Commerce Strategy

Disrupting processes that are broken is core to who CourtAvenue is and how we operate. That’s why we invented UpLift, our 5-step process for developing high-performing content.?

It started with a clear challenge. Content designed for the digital shelf was missing the voice of the customer. As we developed content, we didn’t really know what shoppers needed to see when they shopped online. Instead, we followed a consistent formula that the industry has used since digital shelf content creation began:receive key claims from a brand team, add priority organic search terms, and put them into each retailer’s template. But we never knew how to prioritize the claims delivered by the brand or if those claims, often identified through research for a brick-and-mortar shopper, would actually answer the questions category buyers were asking themselves as they shopped online.?

We asked ourselves, ”What if we went right to the source and asked category e-commerce shoppers what content needed to do for them to get them to buy?”

That’s why we developed UpLift. In 5 -steps, we infuse research throughout the content development process.

Getting started is easy.

We recommend a small pilot with 10-15 test SKUs so we can prove our process works. At the end of a two-month test, clients walk away with rich insight into what their consumers want to see on the digital shelf, fully developed content for the selected test SKUs, and a business case that illustrates the benefit of scaling this process.