3 Simple Content Marketing Tips for Retailers
1. Provide Value
One of the best ways to increase the effectiveness of content is to make sure that it provides value to consumers.
Clothing retailer Aerie, for example, recently sent out an email with the subject line “Our Stylist’s Tip: Add Something Extra!” Not only does the subject line gets straight to the point, but it also doesn’t come off too promotional, which isn’t the case for many e-commerce emails. What’s more, once a consumer clicks on the message they can view brief style tips with image examples that come directly from the retailer’s stylist. Plus, some of the tips aren’t even clothing-related, which makes the content come off as more trustworthy and less like a marketing campaign. That said, the message still features a “Shop Your Heart Out” call-to-action (CTA) at the bottom, which directs subscribers to Aerie’s website so they can put the stylist’s tips to use if they are feeling inspired to go on a digital shopping spree.
It is important to note that retailers can find subject matter that will provide value to their consumers by monitoring the social chatter around their brand on the Web, or by looking into the frequently asked questions (FAQs) consumers submit to live chat agents and other customer service channels.
2. Be Inclusive
The great thing about content marketing is that the content does not necessarily have to be produced by the brand itself. In fact, as previously noted, content creation can be a time-consuming process, so retailers are wise to leverage guest blogs from industry experts, or feature user-generated content (UGC) on their site.
3. Be Relevant
One sure way to grab consumers’ attention with content is by creating content that is relevant for some reason or another, whether it be specific to a certain customer segment or a current event.
PetSmart published a tweet that took two current events into consideration – Halloween and National Cheeseburger Day. By using both of these hashtags the pet retailer was not only able to be relevant, but also increase its visibility on the social Web.
When consumers clicked the link including in the tweet, they were brought to a Halloween-themed landing page on PetSmart’s website, which included a short Halloween-themed video, as well as links to a variety of additional holiday content, including pet-friendly treat recipes, DIY pet costumes and, of course, links to pet costumes product pages.
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