Ecommerce Content Strategy Taking Shape for Publishers

On the heels of Purch’s latest fundraising round + advances in social media, publishers are sharpening up their ecommerce content strategy

Earlier this week, we relayed news of tech network Purch’s Series C grab of $135 million, fueled largely by its prowess in mixing content and commerce. Purch’s success is a sign of the times. Ecommerce content strategy is a rapidy emerging consideration for many publishers digging for more revenue sources, but success doesn’t come easily: The formula is a tricky one to master depending on niche, platform, and audience, among other factors.

Several companies have been in the news recently for the strides they’re making when it comes to ecommerce content strategy. Let’s take a look at articles from Women’s Wear Daily, TechCrunch, Digiday, and Capital New York.

Details Mag Unveils Ecommerce Content Strategy

Details is partnering with MasterCard on an ecommerce content strategy that will pair grooming products with a themed issue, Women’s Wear Daily reports. The Condé Nast title is taking after sister magazine Allure.

“What this does for us is that it allows us to test the waters in respect to e-commerce. It allows us to see what our audience is responding to; it boosts traffic and engagement,” Details Editor-in-Chief Dan Peres told Alexandra Steigrad.

“We are essentially market editors for our readers. The editorial team is still applying the same editorial filter. [Unlike a merchant] I don’t have to worry about inventory or markdowns. We cover brands that we believe are consistent with what the user or reader wants.”

To read more about the Details mag ecommerce content strategy, visit Women’s Wear Daily.

Instagram and Pinterest Ads Get Serious About Monetization

Instagram, owned by new publisher best pal Facebook, is boosting its ad tools for brands in a big way, including “Shop Now,” “Install Now,” and “Sign up” buttons as well as a campaign API, TechCrunch reports.


At the same time, publishers – particularly those successfully practicing the Mequoda Method with evergreen content – must also take note of Pinterest, another image-heavy platform that is growing exponentially. The social media network has finally added a buy button, Digiday reports.

To read more about Instagram’s ads, visit TechCrunch. To read more about Pinterest’s buy button, visit Digiday.

Can Some Spider Lure Investors With Ecommerce Content Stratgy?

Multimedia publishing network Some Spider is still self-funded and in its early stages, but is aiming for an ecommerce content strategy built on niche appeal in the coming years, Capital New York reports.

“I come at it from an ecommerce view. You count contributor costs – fully loaded – and divide it by the number of stories. In ecommerce, you are buying products for X and selling for Y. That’s your gross margin,” founder Vinit Bharara told Ken Doctor.

“This is an equivalent way of thinking about it. You acquire your stories at X and you sell them at Y, and you want to maximize the margin. What I love about this model is that different from ecommerce, here content is almost a fixed cost. … As you scale your audience, you get leverage on your fixed costs and it’s better in some ways than classic inventory.”

To read more about Some Spider, visit Capital New York.

Are you developing an ecommerce content strategy? Let know your concerns in the comments!


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