‘How should ecommerce brands be using content?’ – ‘Econsultancy’ Blog
Graham Charlton says, “Ecommerce brands have embraced content marketing over the past couple of years.
Of course some, like Net-A-Porter, have used content effectively long before it became a buzzword.
However, while some are using content well, others just seem to be ticking boxes and failing to incorporate content fully.
In this post, I’ll look at how ecommerce brands should be using content, and some of the mistakes to avoid.
How ecommerce brands can use content:
In his new content strategy report, which looks beyond just ecommerce, Mike Baxter sets out three content types:
1. Transitional content
This is content which aims to move customers long the funnel, from awareness of products and services to interest“.
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