Content Marketing

Quality content is what drives consumer engagement, ultimately pushing them down the purchase funnel.

“Content” is by far one of the most-used buzzwords today. But what does it really mean? From product information to content marketing, there are numerous steps in the content supply chain that can get lost in the shuffle. Most companies, both large and small, know they need a content strategy, though many may be unsure…

One key strategy that’s winning the hearts and wallets of today’s youth culture: create a sense of belonging for shoppers.

How do you get personalized content to the growing diversity of digital touchpoints at speed? The answer is Content-as-a-Service(CaaS).

Retailers invest in content that catches shoppers’ attention, educates them about their products, and (ideally) converts them into customers. Marketers might think that the content they produce is one-and-done, especially if the content is dedicated to a specific sale or other limited-time offer. However, much of the content created in the retail space can be…

In episode 173 of Total Retail Talks, recorded at this year's Shop.org conference in Las Vegas, Rich Sargente, general manager and vice president of sales at BARK, maker of the BarkBox, a subscription commerce model that sells dog toys and treats to pet owners, discusses the brand's push into physical retail. Specifically, Sargente addresses BARK's wholesale…

Customer expectations in the retail world are changing. Conductor’s new retail trend report for 2018 clearly demonstrates that it’s essential for retailers to provide specific, personalized experiences that aren’t limited to late-funnel purchase decisions or desktop e-commerce. While 62 percent of retail market share in organic search is not dominated by a single brand, retailers…

In this special episode of Total Retail Talks, recorded at the recent Total Retail Tech conference, Brian Schultz, senior director, e-commerce and digital product management for Crate and Barrel, gives a presentation on how the furniture and home decor retailer is using computer-generated imagery (CGI) on its website and in marketing materials to cut costs and…

In episode 168 of Total Retail Talks, Felipe Araujo, senior director of e-commerce, Diane von Furstenberg (DVF), discusses how the global fashion brand is employing "commerce content" to drive to customer engagement and sales. Araujo addresses how DVF is using third-party content sources (e.g., articles in fashion magazines) as a tool to increase site traffic…

Chrissy Ginieczki, vice president of marketing and e-commerce at Title Nine Sports, spoke to Total Retail at last month's Total Retail Tech summit about the women's athletic wear brand's current content marketing campaign, The B-Word, and how it's using content to connect with customers. In addition, Ginieczki offered her thoughts on which retail technologies she believes will have…