Toolkit #13 - The Content Marketing Playbook E-comm Brands Are Missing

Let's face it, the e-commerce landscape is flooded with paid social ads. While they can be effective, relying solely on them is like renting your audience – expensive and unsustainable long-term.

What if you could build a loyal audience that actively seeks out your brand, without paying for every single impression? That's the power of content marketing.

Many e-commerce brands struggle with this, but today, we're changing that. Here are 5 actionable content marketing tactics to elevate your brand:

1. The "Magazine" Newsletter Experience:

• The Idea: Transform your newsletter into a curated magazine that goes beyond product pitches. Think educational, entertaining, and community-driven content.

• Example: Huckberry excels at this with The Journal, their weekly newsletter filled with new gear, inspirational stories, and even links that take readers away from their website. Consider adding interactive elements like polls, quizzes, or user-generated content sections to boost engagement.

• Key Takeaway: Make the newsletter the product, not just a promotional tool. Seamlessly integrate relevant product placements within engaging content.

2. Video Content with a Personality (Beyond YouTube):

• The Idea: Expand beyond written content with engaging video formats that showcase your brand's values and personality.

• Example: Forget the typical product demo. Look at Allbirds' new Cards on the Table series, featuring Stanley Tucci. This isn't just about shoes; it's a conversation about sustainability, transparency, and the brand's commitment to doing things differently. This series demonstrates that video content can be a powerful tool for building brand affinity and trust. Consider creating a video series that aligns with your brand's core values and resonates with your target audience. This can include behind-the-scenes looks, interviews with team members, or discussions about industry trends.

• Key Takeaway: Authenticity is key. Find a charismatic on-camera presence or partner with someone who embodies your brand's values. Focus on delivering content that's informative, engaging, and reflects your brand's unique perspective. Don't be afraid to take risks and experiment with different formats.

3. Creator Collaborations (Strategic Partnerships):

• The Idea: Partner with content creators whose audience aligns with your brand.

• Example: MKBHD x Ridge is a great example of a perfect pairing. However, you can also explore micro-influencers and niche creators for more targeted reach. Start with sponsored content and gradually build to deeper collaborations, like co-created products or exclusive content series.

• Key Takeaway: Ensure a genuine alignment between the creator's values and your brand. Focus on long-term partnerships rather than one-off promotions.

4. User-Generated Content (UGC) Amplification:

• The Idea: Leverage your customers' content to build social proof, community, and authentic brand experiences.

• Example: GoPro has mastered this. Their GoPro Awards and Million Dollar Challenge actively encourage users to capture and share their adventures.

  They then curate and feature the best of this content across their marketing channels, from social media to TV commercials. This not only provides them with a constant stream of compelling content but also creates a strong sense of community among their users. The result is that the customer becomes the star, and the brand facilitates the platform.  

• Key Takeaway: Create clear incentives for customers to share their experiences. Use dedicated hashtags, contests, or reward programs. Ensure you have a system for curating and showcasing the best UGC across your platforms. Always obtain permission before using customer content in your marketing.

5. Interactive Content (Engagement Boosters):

• The Idea: Create interactive content that encourages audience participation and provides practical, personalized solutions.

• Example: IKEA has significantly invested in interactive tools to enhance the customer experience.  Their online room planner allows users to design and visualize their spaces with IKEA furniture, enabling them to make informed purchasing decisions.  Additionally, their AR app lets customers virtually place furniture in their homes using their smartphones.  These tools provide a highly personalized and practical experience, reducing uncertainty and boosting customer confidence.  

• Key Takeaway: Identify opportunities to create interactive experiences that solve real customer problems or enhance their decision-making process. Consider using online configurators, virtual try-ons, or interactive design tools.

Remember: Content marketing is a marathon, not a sprint. Consistency and quality are crucial. Don't abandon your paid ad strategies, but supplement them with a robust content marketing plan to build a sustainable and engaged audience.

The Roundup

A collection of links to stuff I think are worth sharing.

Company Blogs Aren’t What They Used to Be - The days of churning out bland blog posts for SEO are over. As the article says, brands need to shift from SEO-obsessed content creation to delivering meaningful, inspirational, and useful content. Tip: Follow the lead of the brands listed above.

Influencer Intel - Influencer marketing is a $24 billion beast. This article from Sprout Social is packed with stats to help you navigate the landscape and steer your 2025 plans.

Feeling Nostalgic - Digg's back... again! This time with AI. But in a world of endless feeds, are we really ready for another blast from the social news past?

It's official: Google Assistant is out - Google Assistant is getting a major upgrade (and a new name!): Say hello to Gemini, as Google phases out its existing assistant for its more advanced AI

Microplastics Study - We're not just choking the oceans with plastic, we're choking our food supply too.