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How modular content can future-proof your e-commerce strategy

women online shopping on laptop

The pandemic sent content teams and marketers scrambling to bolster their e-commerce strategies to keep up with the uptick in online spending. With no one out shopping, consumers stormed their devices to make purchases and discover new products through various channels, with Americans spending $791.7 billion during 2020 on e-commerce , up 32.4% from 2019, according to the U.S. Census Bureau.

Though there’s been an increase in online activities, including online shopping, we’re seeing a decrease in marketing budgets. Gartner’s latest CMO spend survey reveals that marketing budgets are decreasing from 11% in 2020 to 6.4% in 2021. This is the lowest number Gartner has seen since launching the survey.

With e-commerce demand not slowing down anytime soon, and marketing budgets at an all-time low, marketers are in need of tools that allow them to do more with less when it comes to scaling their content and targeting the right audience with a personalized and sustainable approach.

Before modular content

In the past, content teams have been tasked with creating specific content for each page of their e-commerce sites, resulting in various versions of content for specific customers and viewers, all done with the intention to create a personalized experience.

The amount of time spent manually creating these customer experiences for different personas often results in a bottleneck for scaling personalization initiatives.

Prior to the pandemic, this approach was the norm, but now, with more consumers online than ever, e-commerce strategies need to be refined. This old content model is no longer sustainable to meet the demands and expectations of customers, especially as marketing and content teams face working with less resources. This is where modular content comes in.

Modular content infographic

Modular content with Brightspot

With a modular content strategy, marketers can use and reuse the content they already have for their e-commerce website, which can drastically help marketers who are thin on resources. Here’s how it works:


Audience segmentation is a tried-and-true marketing practice. In fact, in today's digital-first world, it's one that has amplified potential with the technology, integrations and data available to bring the most relevant experiences and content to audiences wherever they happen to be—and on whatever device they happen to be on.

Segmentation provides the ability to deliver personalized messages or content to a specific audience segment, and with modular content, you can mirror this specific message where needed. This results in less time on reviews and distribution, and it lets global brands drive one single message while speaking in different voices to suit different audiences.

Alistair Wearmouth
By Alistair Wearmouth
November 03, 2021
Here, we take a look at some of the powerful in-built personalization tools that enable Brightspot CMS users to create digital experiences tailored to an end user's individual interests.
6 Min Read


To best streamline content across multiple channels and devices, marketers can utilize modular content to resurface content such as headers, promotions or articles about products, and scale this content to different web pages on multi-page e-commerce sites.

It's important to present a consistent viewing experience, and make it seamless to click “buy” and make that purchase. Modular content capabilities allow e-commerce businesses to create and update once, then publish everywhere, and scale with consistency, which is especially important for companies that target separate consumer market segments and that need to customize for different brands and channels.

By initiating a modular content strategy, marketers can sleep at night knowing that their e-commerce pages have consistent, personalized content that’s flexible to scale up or down, depending on demand, so they can more easily achieve their sales goals.

Ultimately, Brightspot can help e-commerce organizations publish modular content across any channel or endpoint—even ones they haven't thought of yet—supporting unique business needs now and in the future.

Start building in a free trial environment, see a demo or talk to an expert—select one of these paths and start however you would like to!


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