Content Marketing

Fanatics, an e-commerce licensed sports gear retailer, leveraged user-generated content (UGC) in its first-ever national advertising campaign. The “Love Never Loses” campaign debuted on Wednesday night on ESPN during the ESPY Awards and featured three 30-second commercials. The commercials feature videos submitted by real fans showing the different ways people show support for their favorite…

In 1997, Bill Gates famously said "content is king." Now, almost 20 years later, the digital marketing world is still scrambling to fulfill this promise, as it shifts its focus to what consumers really want from brands: engagement. Brands are spending billions to create unique content for their marketing efforts, everything from social media channels,…

We’ll share a series of techniques that have proven to deliver double-digit search traffic improvements and increased conversions.

In today’s highly competitive environment, it's exceedingly difficult for retailers to differentiate themselves enough to win one trip from shoppers, let alone earn their long-term loyalty. Successful retailers have aimed their focus at consumers, finding unique ways to not only deliver incentives to bring them to the store, but also to interact and build relationships…

Major brands are all trying to determine the impact of increasing digital maturity on their business models and developing the right forward looking digital transformation strategy. Yet, despite making significant investment in time and resources, retailers are still faced with distracted consumers who don’t respond positively to their message.

When Instagram’s move from a chronological feed to an algorithm-based feed was announced in March, it caused an eruption of discontent within the community. Users and marketers alike felt that the algorithm would mean the end of organic reach on Instagram and content wouldn't be seen. For retailers, Instagram was a great (and mostly free)…

Join our experts as they discuss how you can maximize your global marketing ROI with translation technology.

Walgreens wants you to know the difference between a vaporizer and an edible — the marijuana kind. In a post on the company’s “Stay Well” Tumblr blog, Dahlia Sultan, a pharmacy resident at the University of Illinois and Walgreens, wrote about the benefits of medical marijuana. (The post notes that Walgreens isn't a licensed provider of…

Content marketing has become a favored way for retailers and brands to engage their customers, establish brand awareness and thought leadership, and, ultimately, help them sell more products. In episode 32 of Total Retail Talks, Lisa Dominish, director of e-commerce at Rachel Roy, discusses how the women's fashion retailer is using content as part of…

Call it a sponsored content bonanza. Glamour announced on Wednesday that it's entered into a multipronged partnership with Lane Bryant which will be laser-focused on courting the plus-size market and promoting a message of body positivity. The project includes two special editions of Glamour, one on newsstands now and the second to come in the…