Content marketing is the latest buzz in our industry, and for good reason. Times have changed. Consumers have changed. We demand more from brands than a quality product when it comes to earning our trust. We demand interaction and personality.
Retail is where we saw early and groundbreaking adoption of content marketing. Brands such as Zappos and Patagonia have created massive and fiercely loyal customers bases by simply giving their customers what they want: content.
Content marketing for retail starts with creating a persona not only for your brand, but also understanding the personae you’re trying to reach. In order for a customer to feel any motivation to interact with a brand, they must be able to identify the brand.
For many modern consumers, they must also be able to identify with the brand. Understanding a brand voice and sticking to it is what leads and what drives a consistent content campaign for all brands, but especially retail.
Retail content marketing is engaging with customers at every opportunity, and not taking any platform for granted. Your blog can be a channel to inform and entice. Your Facebook brand page can be a message board for your customers to interact and share. Your Twitter account can be your customer service hub.
A mobile application can house your latest interactive catalog. The bottom line is that this is all content, and there is no better way to reach your customers’ hearts and minds than through amazing content.