3 Great Examples Of Curated Content Marketing
The future of the web won’t be about content sites that drive traffic to commerce sites. It won’t be about shopping sites or price matching sites that drive consumers to the lowest price sources. The future is about curation, the thoughtful and useful aggregation and organization of content, context and commerce.
Here are three examples of how embracing content can drive engagement, community and ultimately commerce.
1. Birchbox, a subscription where customers PAY for boxes of curated samples, a magazine and educational videos.
Customers are encouraged to explore new products, and share feedback via surveys that are sent to the beauty brands.
Birchbox learns from feedback, and adjusts personal shipments to women’s coloring and makeup routines.
The company hit its year three goal for subscribers in just 7 months, and now has more than 100,000 regular subscribers paying $10.00 a month for samples that the beauty industry used to give away.
2. Clinical Advisor is a closed circulation magazine serving the Physician Assistant and Nurse Practitioner market.
The Challenge for Jim and his team was how to get video content to his readers without expending content creation dollars he didn’t have advertising to support.
They originally looked at trying to shoot their own videos and building a studio. But other publications warned him away — the cost of original production for B2B sites was simply prohibitive.
"Content curation really allowed us to gather a lot of videos, and create a really robust channel very very quickly."
3. Fab.com. One year after the company reset, they’re on target to $100 million in revenue.
How did they do it — and fast? Visitors know right away, FAB isn’t an e-commerce company, it’s a content company.
The founders are magazine editors, their passion for what they love is steeped in every page and every product.
It took commerce site One King’s Lane two years to get to 1 million users. Guilt Groupe — two years. Fab did it in seven months.
Source: The Huffington Post