At a recent Portada Live knowledge-sharing event for brand marketers Erin Siegel, Senior Director, Public Relations & Executive Communications Century 21, asked other participants about the role Content Marketing for E-Commerce plays in their strategies. Specifically, Siegel asked what role content marketing plays in the online marketplace space and in D2C and how it is leveraged for brand differentiation.
These are the answers on the all important topic of Content Marketing for E-Commerce by three expert brand marketers:
“We use content marketing to differentiate us from our competitors. We do cooking recipes and more behind the scenes content. We also provide access to information that is not as public in other channels in order to give something extra to the consumers. As a result, consumers get more engaged and become more involved in the category. It’s not so much transactional but about the experience. Brands that can provide interesting content to consumers have an edge,” noted Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.
“Content marketing is very useful for us and we are also including brand health metrics in our content marketing initiatives in order to assess the overall picture. So perhaps a particular media has not been that strong in ROI terms, but did substantially reinforce brand attribute X or Y. Content marketing drives differentiation in order for consumers to be in a better position to convert later on,” mantained Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.
“We have a channel optimization playbook including SEO which includes the ideal words for title, description, wording to use in certain marketplaces and not in others. A+ content, images, video to complement images and text. Our mission and obsession is to build the perfect SKU, and the best detail page we can have. We complement that with certain traffic testing from social media. We distribute that traffic to D2C or the online marketplace and analyze the differences in consumer behavior,” said Guillermo Rivera, VP of Marketing Merama. (Merama is a start up company valued at more than US $ 1 billion that invests in brands and readies them for the D2C and ecommerce world.)
Content for Ecommerce: Check out how Willow Innnovations and Primary Arms do it!
