The Content Strategist
Content marketing news, analysis, tips and solutions for retail companies.
Based on the traction Instagram is gaining among social media marketers and its ability to engage users these days, maybe it’s time to change the old adage to “A picture is worth 1,000 conversions.”
Today, Instagraming food is nearly as common as saying grace, and it soon may come with some content intervention. That's because we're approaching a day when brands can detect what you're eating via search and social media data and serve targeted content to go along with your meal.
My favorite part of Arianna Huffington's new book, Thrive: The Third Metric To Redefining Success, is when Ms. Huffington talks about eulogies. "It's easy to miss the real point of our lives even as we're living them," she writes. "And it's very telling what we don't hear in eulogies." Those things include making senior vice president, sacrificing kids' little league games to go over those numbers one more time, or my personal favorite: "she dealt with every email in her in-box every night."
From Net-a-Porter to Refinery29, the worlds of publishing and commerce have been copying off each other's homework for a couple of years now. But with mulu pushing shoppable content to new heights, the Washington Post moving toward a downright Amazonian distribution model, and dozens of other experiments in the works, the commercification of content is quickly accelerating.
It's no accident that tech leaders like Google, Apple, and Amazon have grown into some of the world’s most powerful organizations. Let’s look into specific techniques you can take from these bigwigs and apply to your content team's goals.
Fifty-four out of a hundred consumers now say they would consider ending a relationship with a retailer that fails to directly deliver tailor-made, relevant content to them.
Three retailers, Macy's, Nordstrom's, and Eddie Bauer, are putting out a multitude of content on a daily basis, targeted to consumers.
Journelle, a small lingerie retailer for “the woman who’s outgrown Victoria’s Secret,” is growing its brand through creative online content.
Sears' FitStudio is a strategy that keeps customers on track in their fitness goals and gives them useful information to stay motivated.
