Brands are becoming more adept at tying editorial content to commerce. According to L2’s Content & Commerce report, 22% of brands allow shoppers to add products to the shopping cart or navigate to product pages directly from blogs and editorial pages. As proficiency in this area grows, brands are also finding innovative ways to position content.
Sonos uses clever content to encourage customers to discover relevant products and highlight differentiating product features. The consumer electronics brand maintains a dedicated content section on its site called Explore that is prominently featured in the persistent header.
Sonos differentiates its informational content by focusing on a playful theme—how Sonos products solve the everyday problems of music listeners. For instance, the brand lists the advantages of Wi-Fi speakers relative to Bluetooth speakers, emphasizing that music played on a Wi-Fi speaker is not interrupted by phone calls “no matter who’s calling,” as well as better sound quality and mobile connectivity. On a page titled You’re Better Than This, Sonos depicts typical jury-rigged speakers, like a phone in a mug, underlining that Sonos customers avoid these “listening fails.”
To tie content to commerce, Sonos follows each editorial piece with a carousel of product suggestions and gives users the option to instantly add a product to the cart. In addition to crafting clever marketing copy and articulating the advantages of its products, Sonos links to credible third-party reviews on product pages, such as articles in The Wall Street Journal.