Anticipating a surge in voice technology users, several consumer electronics brands have developed Skills for Alexa. Along with ensuring that their partnership products are compatible, it’s crucial for these brands to enlist the right content marketing strategies.

For example, SmartThings and Nest highlight their partnership with Alexa on their brand sites by including technical information about how the integration works and by featuring Amazon Echo and Google Home among technologies compatible with their products. In turn, Amazon has reciprocated by listing both SmartThings and Nest as producers of compatible products in the Echo product page description on Amazon.com.

Among the brands tracked in L2’s consumer electronics report, Philips seems to have invested the most in Amazon Echo-compatible technology, allowing Alexa to brighten or dim Philips Hue lightbulbs and even change the color of the light emitted. Philips advertises this capability on the Hue website, which has a dedicated Friends of Hue section where customers can learn about how Hue works with Alexa. Users can also follow a link to an Alexa product page that offers an Echo and Hue bundle, providing a seamless handoff to purchase. The partnership is rounded off with Echo product pages on Amazon that offer this bundle as a featured combination.

It’s no secret that a well-picked product partnership can make for a mutually beneficial brand relationship. However, brands need to do more than just pair up with products; they need to explain the integration and explicitly state the value it brings to customers teetering on the edge of a potentially big-ticket purchase. Philips, SmartThings, and Nest have done just that.

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