Content Marketing

The topic of product content — and how to build a sustainable engine for creating and delivering that content — is consistently among the top priorities for major consumer brands. Several of them stand out for developing efficient workflows to produce high-quality, platform-specific product content for a broad set of retail and social media platforms.…

In this episode of Retail Right Now, Total Retail's Caitlin Sullivan and Joe Keenan discuss how grill brand Char-Broil grew organic search traffic 110 percent in two years through a defined content marketing strategy, as well as of offer content marketing tips to help retailers and brands extend their reaches, increase consumer engagement, and drive…

Whether it's blogs or banner ads, promotions or product pages, search ads or social posts, marketers and merchants are tasked with creating an extensive amount of content. They need copy and images to fill blank pages, to deliver the right information to the right person at the right time, and to keep their site current…

Sales cycles for B-to-C retailers are short, but long for B-to-B — or so the common thinking goes. But some B-to-C sales cycles take time; grills, for instance. Consumers replace their grills every four years or so, giving merchants just two chances per decade to make a sale. Those are rough odds, especially when you…

Yon-Ka Paris understands the value of personalized shopping experiences. Since 1954, the skincare company has been selling botanically-enriched creams, lotions and booster concentrates in spas worldwide. And since 2015, Yon-Ka Paris has been selling its products direct to consumers via its e-commerce website. Yon-Ka Paris’ products are all tailored to help meet the unique need…

Getting your product reviewed by popular bloggers is a sure way to get free advertising. Who wouldn’t want that? There's an art to capturing the attention of popular bloggers, though. You need to do more than just toss a freebie their way. These bloggers have put time and energy into building their credibility and they…

The modern shopping experience is continuously evolving. Today’s consumers can get groceries delivered to their doorsteps, discover new products through their social media feeds, and use voice assistants to make purchases. In this dynamic environment, retailers are constantly seeking scalable ways to make shopping experiences more convenient and delightful for customers. To better understand what…

The battle between Google and Amazon.com to own shoppers’ minds (and wallets) just intensified with the launch of Google Shopping Actions. Initially working with retailers like Target, Walmart, Costco and Home Depot, Google’s newly launched initiative aims to help retailers compete with Amazon by promising shoppers a smooth experience and universal cart across desktop, mobile…

For promoting products, content marketing, and a blog in particular, promises more traffic than many online retailers realize. Why do retailers hesitate to use blogs for content marketing? They fear that by marketing through blogs that their websites will appear spammy and become less appealing to consumers. However, blog content can be an important way…

Today’s retail environment is a convergence of technology and experience, driven by consumer demand to know more, see more and actively participate with brands before buying. Consider these examples: Want to know how to put up a tent in the snow or build the perfect campfire? With online video, you can take DIY to a…