“the future of digital native brands lies in the intertwining of email list two movements: content and commerce.”it was the best of times, it was the worst of times – as far as content from direct-to-consumer (dtc) brands, that is. During his breakout session at this year's content jam, aaron orendorff, founder of iconicontent, shared the following data on brands' content marketing plans:(the best of times…) more than half of brands (55%) plan to increase their content creation budget in 202064% extremely or very engaged in creating content74% more success than last year 86% use content marketing (the worst of times...)
only 33% have a documented strategy 55% have a small team or one person 57% do not measure content roi so how can b2c brands better use content to connect with customers in measurable and profitable ways? In his keynote, aaron explained that the email list future of digital-native b2c brands lies in “the intertwining of two movements:” content and commerce. Content: part strategy, part story "The power of content lies not so much in its direct ability to sell, but in its ability to galvanize an audience, to enter their hearts and minds through a cohesive, well-told story." aaron defines content as
"Product-independent media that speaks to the email list head, hands, or heart of a brand's primary audience." the content revolves around two axes: strategy and storytelling. Part 1: strategy when it comes to content, less is more. Aaron gave this example: consider the key phrase, "How to apply eyeliner." moz reports a search volume of 9.3k to 11.5k for the phrase. For cosmetics brands, it makes a lot of sense to try to rank for this phrase. But when you look at the serp for “how to apply eyeliner,” none of the legacy cosmetic brands show up. The only cosmetics brand on the serp? Blog become dtc into the gloss brand. O4oq3uhol mozeyelinerserp