With an upcoming trip to New York, I’m under orders to pay a visit to Kate Spade, the legendary handbag and now fashion and accessories store in SOHO. With the requisite research required to ensure I get all the right gifts I was taken aback by the quality and level of design on the website. I was also pleasantly surprised that Kate Spade is a massive user of content marketing in the best possible way. After scouring the site I then did a few searches online to find out whether it was a concerted effort to produce the level of content… and it is.
In a recent interview on Mashable, digital marketing Manager for Kate Spade, Cecilia Liu says that branded content “allows people to connect more with the brand at a much more intimate level will organically drive business”
There are now dedicated sections for content on the site (as well as prominent links to off-site content on the top toolbar and elsewhere). There are also links to content that is embedded on the shopping pages themselves, encouraging visitors to hold their shopping for a moment to watch a video, learn about a new collaboration or browse a relevant look-book. Opportunities for sharing merchandise abound in frequently appearing “Like” and tweet buttons – showing that they consciously use content as part of the sales process. And as such, they are also driving all this content into the key social media platforms with daily doses of entertainment appearing on Facebook, Twitter, Tumblr and Instagram. They have also rolled out an mobile version site, an indication of the continued move towards m-commerce.
It shows that regardless of the quality of the brand or its status in the marketplace it’s critical to pay attention to content and the connections it helps you create with your customers. What Kate Spade is proving is that content is not just about flowery words and videos; it’s proof that it’s absolutely key to forming relationships. And through this (and a clever mix of social sharing) Kate Spade is creating brand loyalty and a company ‘voice’ which customers not only trust but feel attached to on a personal level.