Bronto Summit Thought Leadership Series: The Role of Content Marketing

Beth Perry

It’s time for more thoughts from some of our esteemed Bronto Summit speakers! As a member of our Content Marketing team, I couldn’t resist the opportunity to get their opinion on the importance of content marketing for brands today. What role should it play in a brand’s marketing strategy? How have they incorporated it into their marketing plans?

Here’s what they had to say:

XeniaWilliamsXenia Williams – Marketing Manager, Cartridges Direct

Content should be one of the most important aspects of a marketing strategy. If there’s no consistency within your content, you risk sending mixed messages and not targeting the right people.

We are using content more and more throughout our website with how-to pages and in-depth reviews. It’s the type of information our potential customers seek out. This approach transforms our website from only product-selling to one that supports research and awareness.

FrederiqueMeijerFrederique Meijer – Ecommerce Marketing Manager, JOHNNY WAS

Content should play a huge role in a brand’s digital marketing strategy. Creating high-quality content will help with SEO, social reach, PR, email acquisition, and email engagement. It also supports branding goals, such as establishing authority and telling the brand’s “lifestyle” story. Of course, creating that high-quality content is expensive and may not demonstrate an immediate ROI. That’s something that we’re trying to deal with this year – how do we build a scalable content marketing program that will drive tangible results?

HollyWrightHolly Wright – Email Marketing Manager, Phoenix Direct

Content marketing is a broad term and can be used to describe a number of different strategies. I actually come from a B2B content marketing background, so I’ve given a lot of thought to how this can best work for ecommerce businesses.

One strategy is to write blog content or other valuable share-worthy content for the site with the intent to drive new traffic, capture email addresses and ultimately acquire new customers. The biggest hurdle to this approach is the cost to produce high quality content. As we all know, engaging and original content can be very time-consuming and expensive! This approach can work for ecommerce, but it is used far more often for B2B.

We’ve found a lot of success (and a positive ROI) in investing in smaller pieces of content to use in email campaigns. By including how-to-wear tips, trend insights, interesting details about manufacturing processes and materials, and lifestyle content with high quality photography and product information, we increase conversion and revenue in the short-term and boost open rates in the long-term. When people look forward to opening their emails from you, you know you’re doing something right with your email content!

BrettRudolphBrett Rudolph Director of Email Marketing and Native Acquisition, GlassesUSA

I think it really depends on the company’s overall marketing strategy and their KPIs. If the company has very “branding”-oriented goals, then content marketing is a given to promote earned and owned media. If the goals are performance-oriented, then it comes down to creating compelling enough content that will drive sales. I think that content marketing should be treated as any other channel. If it works, invest in it. If it doesn’t, then don’t force it.

Want to hear more from savvy commerce marketers like these? Stay tuned for the next posts in our Bronto Summit Thought Leadership Series. And join us in Miami for Bronto Summit 2016! We have a great lineup this year – including Billy Beane, Executive Vice President of Baseball Operations for the Oakland A’s and creator of the Moneyball philosophy.


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