Pepsi, Perfetti Van Melle explain how

At a recent Portada Live knowledge-sharing event for brand marketers, Erin Siegel, Senior Director, Public Relations and Executive Communications at Century 21, asked fellow attendees about the role content marketing plays in e-commerce in their strategies. Specifically, Siegel asked what role content marketing plays in the online market space and D2C and how it is leveraged for brand differentiation.

Here are answers on the all-important topic of content marketing for e-commerce from three brand marketers:

Content marketing for e-commerce
Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

“We use content marketing to differentiate ourselves from our competitors. We make cooking recipes and more behind the scenes content. We also provide access to information that is not as public in other channels to give consumers something more. As a result, consumers become more engaged and involved with the category. It’s not so much about transaction as about experience. Brands that can provide engaging content to consumers have an advantage,” noted Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

It’s not so much about transaction as about experience.

Moises Leiferman, Omni Channel Senior Director Perfetti Van Melle.

“Content marketing is very helpful to us and we also include brand health metrics in our content marketing initiatives to gauge the overall picture. So maybe a particular medium doesn’t have was also strong in terms of ROI, but significantly boosted brand attribute X or Y. Content marketing drives differentiation so consumers are better positioned to convert later,” said Moises Leiferman, S.r. Omni Channel Manager Perfetti Van Melle.

Content marketing promotes differentiation so consumers are in a better position to convert later.

Guillermo Rivera, Vice President of Marketing Merama.

“We have a channel optimization playbook including SEO which includes ideal words for title, description, wording to use in some markets and not others. A+ content, images, video to complement images and text. Our mission and obsession is to create the perfect SKU and the best detailed page we can have. We supplement this with some social media traffic testing. We distribute this traffic to D2C or the market in line and analyze the differences in consumer behavior,” said Guillermo Rivera, Vice President of Marketing Merama. (Merama is a US$1 billion+ startup that invests in brands and prepares them for the world of D2C and e-commerce.)

Our mission and obsession is to create the perfect SKU and the best detail page we can have.

Content for eCommerce: Find out how Willow Innnovations and Primary Arms are doing it!