The Asos Approach to Native Content: Authenticity

Online retailer Asos is confident in its ability to create valuable content. Native articles, like fashion-focused posts “Tombabe Style” and “Rule the Pool,” as well as interviews with celebrities like Azealia Banks, appear on the company’s homepage alongside new product arrivals, whereas other retailers tend to keep their content — e.g., blog posts, photo essays, video – under a separate domain. The prominent place on the site reflects the role of content in the brand’s strategy: Asos has been publishing native content since it launched the Asos Magazine, available both online and in print, in 2006, before it became the norm for brands to run blogs on the side.