online sales

Aussie retailers fall behind content marketing trend

Kirsten Robb /

Almost one third of Australian retailers are missing out on the opportunity to utilise content marketing, according to a report published this week.

The report by digital and content marketing agency Edge, done in association with the National Retail Association, shows just 71% of Australian retail marketers are on board the new marketing trend compared to broader national statistics, which show 96% of Australian marketers across industries use content marketing.

The report also showed one in four of those marketers did not have a content marketing strategy and 18% were not measuring the effectiveness of their content marketing.

Michelle Gamble, founder and chief executive of Marketing Angels, told SmartCompany content marketing, put simply, involved creating or sharing content that a business’ target market might find helpful or entertaining.

“Content marketing is about providing useful and helpful content to build trust and build relationships with customers,” says Gamble.

“Retailers should be particularly aware of content marketing because it’s so easy for people to buy online from anywhere around the world these days,” says Gamble. “Retailers need to offer something above and beyond just their products now.”

Gamble says US active-wear giant Lululemon is a perfect example of a company that has grown because of its investment in content marketing.

Lululemon is well-known for running events such as free yoga classes and in-store talks, enrolling local ambassadors and distributing its “manifesto” to retail stores.

“Lululemon has done a lot to get a lot,” says Gamble.

“Whether its events, a newsletter, a video on how to use or style a product or an app, retailers who don’t provide extra value through content are missing out on customers,” she says.

The survey also found brand-owned websites (76%) and Facebook (54%) were the two most efficient channels for delivering content.

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Kirsten Robb

Kirsten Robb is a former journalist at SmartCompany. Previously, she worked at News Corp as a property reporter for Leader Newspapers and the Herald Sun, and holds a Masters of Journalism at Melbourne University.

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