Forging Brand Trust Through Cost Neutral Content Marketing for an eCommerce Artisan Marketplace
The Challenge
A start-up, backed by seed financing, was struggling to gain traction in the market. Traditional performance marketing strategies proved ineffective, as the high-priced and custom nature of the marketplace's products made search engine marketing unsuitable. Additionally, the discerning target consumers lacked trust in online marketplaces, as they were accustomed to a white-glove in-person shopping experience.
The Approach
To address these challenges, we implemented a comprehensive content marketing and editorial strategy, revamping the business model, and launching the eCommerce marketplace. Recognizing that the target audience is well-known tastemaker print publications, we aimed to bridge the gap between trust and online reach. We leveraged the knowledge of marketplace artisan product makers and enlisted industry professionals and influencers as editorial contributors. By turning their contributions into short-form digital content, we built a library of valuable and trustworthy content. The production of this content was cost-neutral as industry contributors desired the PR exposure and were willing to pay the marketplace for distribution. We strategically cross-merchandised the expert contributor content with products in the marketplace to further establish credibility and drive engagement. The implementation of this content marketing strategy aimed to increase SEO organic site traffic while providing a valuable resource for the target audience.
The Result
Through discovery, wireframe development, UX design, MVP product launch, multi-year roadmaps, and the establishment of a digital publication and content marketing strategy, the eCommerce artisan marketplace experienced significant benefits. The credibility of the marketplace was established through industry professional and influencer contributions, enhancing trust among the target audience. The artisans gained increased awareness and exposure while the PR impressions of the industry professionals skyrocketed. The cross-merchandising approach improved SEO organic site traffic and provided a valuable content resource for the audience. Overall, the content marketing strategy successfully drove trust, engagement, and organic growth for the eCommerce artisan marketplace, positioning it as a trusted destination for high-end consumers seeking unique, handcrafted products.
