Source: Business of Fashion, Jun 2011
where previous editorial models relied on content to attract readers who might then feel an affinity for the brands being advertised, this new model puts commerce at the centre, with editorial content working to reinforce consumer engagement and make the website more “sticky.” In other words, it’s less about consumers coming to these sites for the content and then deciding to shop, and more about people coming to shop and lingering to explore some content, which helps to drive sales.
“Editorial content, in all its forms, is an engaging and effective way of articulating who you are and what you stand for to users who are increasingly interested in the narratives surrounding a brand,” said Horacio Silva, who recently departed his position as online director of New York Times style magazine T to join brand marketing and entertainment agency All Day Every Day as director of content.
But despite the risks, for both brands who create their own editorial and retailers who editorialise their inventory, it’s worth remembering that content only establishes affinity if it expresses a clear and confident point of view. In the end, that continues to be what separates bland content from intriguing editorial. As Langmead says, “The editorial content provides us with a voice.”
The trick is making sure you have something to say.