Monthly Archive: March 2013

Content To Fuel E-Commerce

For years, I have made content and advertising to support clients’ brand objectives. Now, thanks to the imminent launch of and the online store therein, I have an opportunity to support a client’s e-commerce business with a robust content strategy and execution plan.

Content married to e-commerce is a topic that Mike Jones, CEO of Science, Inc. in Los Angeles, ran with recently on TechCrunch:

Today’s successful digital companies know to blend content and commerce so that the content is compelling and, frankly, still sells stuff. is a prime example of this melding of commerce with content. The content email makes for a fascinating read while simultaneously seducing me into wanting to open up my wallet. This mixture of content and commerce is driving a wave of editorial shopping and curation that is rewarding its forward-thinking managers with viral growth and revenue.

When the products themselves are interesting the desire to learn more about them is perfectly natural. Take Today’s menu of items includes a Jimi Hendrix t-shirt, so the click through is a given for any fan. Purple haze forever!

Likewise, the disc sports gear about to go on sale on is also compelling content in and of itself. I think it’s an important point to make — that content can support product directly. The J. Peterman catalog is a good example too. You might say J. Peterman’s catalog is direct marketing copy, but I don’t see it that way. I see it as well-made lifestyle content.

Edwardian Denim Blazer > Jackets & Vests | The J. Peterman Company

I often suggest that the trick to successful content marketing is to not talk about yourself or your products, rather to focus on your customers’ true interests.

Yet, what happens when the customers’ real interests are the products you’re selling? When this occurs, a mix of product-focused content with outward-looking lifestyle content is a perfectly balanced approach.