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eCommerce Content Marketing: Over-Promise & Under-Deliver?
By Bart De Pelsmaeker
The benefits of content marketing have been widely discussed in many industries. Content marketing is being used by many, many companies as a means to attract audiences and increase conversions. Brands like Nasty Gal, REI and ASOS are referenced as shining examples of how fashion sites can grow their revenues and build audiences and communities through content. Many other brands (Hermes, American Eagle, Burberry) are on the content commerce bandwagon, as well. According to research done by the CMI, more than76% of B2C companies are engaged in content-marketing activities.
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