SKU’d Thoughts 22: How important is content marketing to retailers?
Glossier’s content strategy catapulted the startup to unicorn status with a valuation of more than $1 billion and large retailers and startups are taking notes. Content marketing has become an important part of a retailer’s customer acquisition and retention playbook. It serves as an opportunity for brands to tell their story and build a loyal customer base in the process.
So, how have retailers been using content marketing? Here are a few of my favorites:
Walmart
Last year, the world’s largest retailer added influencer content to its website. The influencer content, which comes in the form of videos and photos, appears on the product page along with other content from users of the product. The shoppers can view all videos and photos from the site without clicking out of Walmart.com. A prime example of this marketing effort is Bigelow Green Tea’s product page, that provides shoppers with a carousel of photos and videos along with recipes that can be viewed or downloaded.
Patagonia
The high-end outdoor clothing retailer is a pioneer in content marketing. Since 2007, Patagonia has published articles in The Footprint Chronicle, a blog targeted at its environmentally conscious target consumer base. The blogs examine the company’s life and habits and how to reduce any negative impact on the environment. The refreshing part of the blog is its transparency — the company highlights its supply chain partners, both the good and bad with each vendor and what they need to improve on. The brand has also taken a stand through its content; an Instagram post declaring that “The President Stole Your Land” and a 360-degree interactive video experience, This is Bears Ears, highly engaged its core followers and increased Patagonia’s sales.
ASOS
The fashion eCommerce giant and my wife’s go-to retailer creates content across multiple mediums, including YouTube, Instagram, and even print, to attract and inform its millennial user base. The brand leverages user-generated content to market to potential shoppers through Instagram and styles its followers through YouTube video tutorials.
The key to good content marketing is ensuring that it doesn’t feel forced or out of place. As retailers juggle optimizing profits and maximizing customer experience, content marketing is a critical tool they should take advantage of. The overall cost efficiency of this type of marketing makes it a highly accessible technique for retailers regardless of budget. I look forward to seeing what both large retailers and startups drum up in this area to attract customer loyalty.
Cross posted on Medium