In this video released with L2’s inaugural Content & Commerce study, L2 Founder Scott Galloway speaks about how brands have upped their content game. While content has always been king, brands are realizing it gives them a chance to grease the purchase funnel and reduce their dependency on traditional media outlets. Furthermore, brands with content on their brand pages have an edge against the great white shark of retail (aka Amazon).
Effectively weaving content with commerce could be what separates the winners from the losers. And L2 believes four types of content have a disproportionate impact on e-commerce conversion: blogs & microsites, videos & tutorials, user-generated content, and guided selling tools. L2’s Intelligence Report: Content & Commerce looks at the content production and syndication efforts of 80 global brands in those areas.