For every purchase outside of our routine, whether it’s a new pair of hiking boots or a gift for Father’s Day, you most likely spent time doing at least some research to find the most recommended or best product or to get ideas.
You probably gather this research by looking at trusted resources such as editorial reviews from your favorite sites. Publishers purposefully produce editorial pieces known as commerce content that centers around products, such as lists of items or holiday gift guides. These pieces are not sponsored or solicited by the brands; instead, editors or writers genuinely review and promote products and services with their articles. Reviews, buyer’s guides, and the like are written with the audience in mind.
5 great types of commerce content you can use
Buyers today want a more authentic way of looking for products or being exposed to new merchandise. You’ll find the top five types of commerce content that show how brands can partner with content partners to create a better shopping experience for consumers.
1. Timely articles — right place, right time
Have a new product or service you want to promote? Time-limited commerce content is the perfect way for publishers to share your promotion or deal. With timely articles, you can push a high number of sales in a short amount of time. The editorial write-up that highlights your product can tell the buyer all the details they need to decide on that purchase: what it is, why they need it, where to buy it, and for how much.
New product launches are also a great way to get your product in front of the buyer and make sales according to a time crunch. The fear of missing out is real with online buyers and time-sensitive launches or offers in commerce content can convert at high rates.
2. Evergreen articles — deliver results year-round
These pieces of content will be your year-round items. For example, one thing that never goes out of fashion is… well, fashion. It’s a great idea to have a jacket for the cold winter months and perhaps shorts and swimwear for the summer. There’s no better place to put these types of items than in an evergreen article.
What shoes do you need for visiting Europe? Take a look at an evergreen article to guide you like a museum docent. An editor can put together a list of the best walking shoes with links directly to those brands and rank them by comfort, style, durability, etc. The reader will trust their judgment and be inclined to purchase from the advice that these experts share.
The best part? These articles can make money all year round (hence the coniferous reference!). A great example of this is this list of meal plan kits for 2021 from Self magazine. People look for meal kit recommendations year-round, and this piece of commerce content is there for them.
Evergreen articles are also long-lasting because the links and recommendations can be changed out or updated as needed according to the products that come on the market.
3. Gift guides — trusted sources for special occasions
Holiday gift guides are the best way to sell products based on recommendations provided by the publisher. Figuring out what to gift your friends, relatives, neighbors, colleagues, and other important people in your life can be a real struggle, so finding products based on suggestions from trusted sources can alleviate holiday headaches.
Valentine’s Day have you stumped? Holiday gift guides like these from Buzzfeed get products in front of buyers who are scrambling for ideas to surprise their loved ones. Holiday shopping guides from trusted sources are always going to direct traffic to your website and drive sales. It’s today’s word of mouth.
Perhaps the most famous of all gift guides is Oprah’s Favorite things list. This eponymous list of items is the highlight of the holiday shopping season.
4. Editorial marketplaces — when content becomes a shopping experience
These sites might also be known as dedicated commerce brands. Editorial marketplaces are where fashion and beauty reign supreme in the content commerce space — they slay like Beyonce herself. An editorial marketplace allows commerce and content to mix together and provide a shopping experience while promoting particular brands and products.
Digital magazines like Net-A-Porter bring together an assortment of editorial features and lists that allow browsers to peruse ecommerce brands and their featured products, which lead to direct purchases for many of these products.
New York magazine’s The Strategist is another excellent example of editorial content that acts as a catalog. This natural extension from the parent magazine seeks to guide people as they make everyday purchases. They work off an already established relationship with their readers and know that genuine recommendations help foster that relationship.
5. Buyer’s guides and how-to’s — help make informed decisions
No one could foresee the great fashion trend of masks for 2020. But yet, here you’re left wondering which masks are the most effective and which ones will continue to feel comfortable after a full day’s wear.
So how does one make a purchasing decision that affects both health and comfort? Enter a buyer’s guide.
A buyer’s guide should supply readers with the following knowledge for each product:
- Product specifications
- Comparisons of similar products
- Customer testimonials
This type of commerce content will allow readers to make an informed decision, giving them the power they need to make purchases based on their needs. The comparison of products also allows consumers to feel their decision was unbiased, based squarely on reliable information rather than ad placement.
However, a buyer’s guide isn’t always based on necessity. It can tap into the wants and needs of consumers and suggest products that may have never entered their thoughts.
Commerce content is everywhere
Whether you realize it or not, you’ve most likely made some of your toughest buying decisions based on commerce content. It’s a sound way to spend your money without feeling like you’ve been duped into buying a lemon.
Commerce content is also a solid way to promote your products and/or services without spending too much on advertising. Benefit from the trust established publishers have built with their readers and sell your products. Working with content partners can build your revenue and reputation.
New to commerce content marketing? Get the Ultimate guide to commerce content and get started today.
Want to get started on your content partnerships now? Contact a growth technologist at email@example.com.
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