10 Retail Brands That Have Mastered Content Marketing
In the digital age, consumers like to discover things for themselves. They search for information on topics that interest them. They read content from publishers and brands that best answer their questions. They explore branded content their peers have shared.
This is why content marketing is an effective way to reach your customers. Creating content your audience may find useful, or entertaining, helps expose them to your brand. This makes it more likely they’ll return to your website when they have a need for your product.
But which retailers have mastered the art of content marketing? In this blog post, we take a look at retail content marketing examples from ten brands that are leading the way.
1. Mr Porter
High end menswear retailer, Mr Porter, has its audience nailed. From a men’s guide to wearing colour, to a summary of Rand Fishkin’s new book on start-ups, the brand understands the topics that will appeal.
In depth topics are explored in beautifully presented long-form journal articles. But the brand also understands its audience won’t always have time to engage with longer pieces. So, it offers quick reads via a daily digest too.
High editorial standards and stunning layout, ensure that Mr Porter’s content reflects the quality of the brand’s clothes. This allows readers to immerse themselves in the luxury brand.
High street chemist Superdrug’s content has a completely different feel to that of Mr Porter. But one that’s totally fitting with how the brand wants to be seen by its audience.
Superdrug’s blog is jam-packed full of accessible content its audience might find useful. Each post is easy to digest and super relatable to the high street shopper.
This creates the sense of familiarity you might get from a local pharmacist. Superdrug’s content marketing efforts have set the brand up as your trusted partner in all things health and beauty.
Made.com understands the aspirational nature of shopping for furniture and homeware. Collecting pieces to create the look you want takes time and vision. To aid shoppers in this process, the brand has created an inspiration series.
This excellent piece of content marketing not only inspires with great photography but brings the brand’s products to life with stories from customers.
To help customers picture items in their own home, Made.com also makes clever use of user generated content. The brand curates photos of items in its customers’ homes in an Instagram-worthy gallery that’s a dream to browse.
Millennial online fashion haven, ASOS, has mastered the art of social video. The eCommerce giant’s short snappy tutorials are in tune with the way its audience likes to consume content.
What’s more, its tone of voice is on point… or should that be ‘its tone of voice is fleek’. This makes engaging with its content as natural for ASOS shoppers as watching their favourite YouTuber.
This immersive approach to content marketing has allowed Rapha to evolve into the most coveted of all brand types: the lifestyle brand.
DIY experts Wickes has a huge library of how-to videos that has become a go-to resource for its customers.
Safe in the knowledge these videos will guide them through their project, customers have the confidence to purchase tools and materials.
This approach to content marketing has helped Wickes build a loyal customer base.
Ikea’s content marketing efforts couldn’t be simpler. But like its furniture, that’s its key to success.
With large inviting images and minimal text, its stylish “Ideas” section brings the furniture brand’s famous catalogue to life in the digital space.
It includes recipes, crafts, and all things wholesome, capturing the essence of Scandinavian “hygge”. Reading Ikea’s content is like an induction into the art of being cosy.
Outdoor clothing brand, Patagonia, has got its content game down. It was publishing long-form articles way before others jumped on the content marketing wagon.
Now, it focuses on highly shareable blogs on a range of topics that resonate with its target audience. The brand has a strong focus on education and avoids the hard sell (something some brands struggle to achieve).
From rock climbing, to mountain biking, Patagonia has become the authority on the activities that outdoor enthusiasts thirst for.
Sleek sports and yoga brand Lululemon has an inspiration section on its site brimming with lifestyle images that make working out seem irresistible.
Like Patagonia’s approach Lululemon’s content is immersive and aspirational, making you long to be wearing the brand’s gear.
Menswear brand Bonobos, has created an online magazine to share the stories of the men who wear its clothes and build a community around the brand.
An editor’s note sets the scene for the publication:
At Bonobos, we strive to make great clothing. With Equateur, we tell the stories of the humans who wear it. The places they go, the things they do, the people they meet—everything that gives meaning to what otherwise would be just fabric and thread.
The sense of purpose this note creates makes shoppers feel like they’re really a part of something, encouraging them to stay loyal to the brand.
We hope our ten retail content marketing examples have given you some inspiration for your own strategy.
Great content comes from a deep understanding of what makes your customers tick. Creating content to resonate with the needs and mindset of your audience is the key to success.
Content marketing can play a vital role in creating awareness, guiding customers towards a purchase, and continuing to engage existing customers.