Content Marketing

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…

Short-form video content is gaining traction across industries, and investors and brands alike are taking notice. This month alone Jeffrey Katzenberg raised $1 billion for his short-form video venture NewTV, and Beijing-based Bytedance Technology Co., owner of the wildly popular short-form video platforms Tik Tok and Musical.ly, has a rumored aim to raise $3 billion…

The start of a new school year means that back-to-school (BTS) shopping is in full swing, and parents and their children are most likely scrambling to check off the last few items on their lists — or seeking out additional materials their teachers have requested to complete their school work. In addition, college students moving…

For retailers, it's becoming a scary time to be over-reliant on the tried-and-true forms of digital marketing. The perfect storm of crowded platforms, consumer fatigue and GDPR is severely limiting free distribution mediums such as email, text and social, thus driving more dependence on paid advertising. However, the cost of ephemeral ad units continues to rise,…

The topic of product content — and how to build a sustainable engine for creating and delivering that content — is consistently among the top priorities for major consumer brands. Several of them stand out for developing efficient workflows to produce high-quality, platform-specific product content for a broad set of retail and social media platforms.…

In this episode of Retail Right Now, Total Retail's Caitlin Sullivan and Joe Keenan discuss how grill brand Char-Broil grew organic search traffic 110 percent in two years through a defined content marketing strategy, as well as of offer content marketing tips to help retailers and brands extend their reaches, increase consumer engagement, and drive…

Whether it's blogs or banner ads, promotions or product pages, search ads or social posts, marketers and merchants are tasked with creating an extensive amount of content. They need copy and images to fill blank pages, to deliver the right information to the right person at the right time, and to keep their site current…