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Content Marketing for Shoppable Moments

This PSFK Guide is a content marketing report to help brands and retailers engage with their customers, inspire loyalty, and drive purchases in social media.

Executive Summary

Connected online social platforms are transitioning from places to participate in conversations into fully fledged content marketing channels, while the addition of new commerce tools and capabilities is transforming the content these popular platforms host into valuable storefronts to facilitate sales. Simultaneously, the ascension of influencers and creators with large, highly engaged audiences is changing the ways and methods brands and retailers are able to deploy their marketing efforts in order to engage with their customers, inspire loyalty, and drive purchases.

Report Overview

Within this content marketing report, the PSFK iQ research team reveals five key content marketing strategies, bringing them to life with best-in-class recent examples.

What You’ll Learn In This Report

  • Why content is king within today’s marketing landscape, as brands increasingly replace traditional advertising with innovative cross-channel media strategies that drive engagement in new ways.
  • Why “As seen on TikTok” (or other comparable online platforms) has become the new “As seen on TV”.
  • How new social media platforms may become even powerful drivers of commerce than TV or traditional content-based media.
  • How brands and retailers are turning what were once simple discovery occasions into newly shoppable moments.
  • By facilitating casual interactions, how brands and retailers are able to leverage a broad array of ecosystem touchpoints into important drivers of purchase and streamline the path from inspiration, to consideration, to checkout.

What’s In This Report?

Within this report, the PSFK team looks at five key trends-led strategies in content marketing, bringing them to life for our members with a number of recent examples from the marketplace.

This content marketing report includes:

  • 5 trends-led strategies at the intersection of content-driven marketing and social media
  • 20 best-in-class examples of innovative content-driven marketing, including KFC, L’Oreal, Mountain Dew, Nike, Shein and more
  • Consumer insights around expectations associated with delivery and fulfillment

Published on: Dec 4, 2021

Who Prepared This Report?

This content marketing report was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen.

Key Topics

Competition Programming

Building on the idea of community ownership, marketers are leveraging brand influencers and fan bases to drive engagement, develop products and even unearth new brand ambassadors within rewards-based activations and competitive series. Hosted over social media channels and streaming platforms, these reality TV-esque programs encourage fans to watch along, vote and access special perks as their peers and favorite artists or influencers complete tasks and compete in various branded activities.

Fourth Wall Ads

The next evolution of digital advertising is furthering the connection between content and commerce, providing consumers with greater control over their ad viewing experience, and blurring the line between programming and commercial breaks. Rather than disrupting the viewing experience of a show or game, media platforms are integrating advertisements directly into the show, creating content that features favorite characters, and even layering passive advertisement over live games, streaming experiences, and gaming platforms.

Members-Only Content

To complement and expand beyond their product offerings, retailers are partnering with creators, experts and lifestyle-adjacent businesses to develop content libraries, membership programs and additional services for fans to enjoy. By creating accessible channels and platforms for consumers to participate in shared activities, enjoy brand-centric content, and engage with retailers, brand ambassadors, fellow fans and their communities, these digital offerings add a greater connection point to the brand community at large, while providing additional value...

Featured Examples

NBC's Advertising Formats Blur Lines Between Campaign And Content

Responding to shifting consumption habits, media and entertainment companies are developing innovative content formats for brands to advertise to shoppers.

Visit Florida Creates A New Branded Show For Amazon

An ambitious content offering from the Visit Florida and Visit St. Pete/Clearwater organizations blurs the lines between both “drama and comedy,” and “content and commerce.”

Discord Helps Brands Engage With Latest Trends

The voice over IP (VOIP) platform’s fast-paced nature makes it the perfect social-listening tool, and offers a new way for brands to interact with consumers on interesting and relevant topics.

Content-Driven Marketing for Socially-Driven Marketplaces

It’s an exciting time for retailers and brands to explore the expansive content landscape and begin experimenting with the various buying and selling formats. For the moment at least, this is where a growing majority of consumers, particularly those in the younger demographic, are spending their time and attention and increasingly their dollars. In the following report, the PSFK team looks at five key trends in content marketing, bringing them to life for our members with a number of recent examples from the marketplace.

This PDF download includes:

  • 5 trends at the intersection of content-driven marketing and social media
  • 20 best-in-class examples of innovative content-driven marketing, including KFC, L’Oreal, Mountain Dew,  Nike, Shein and more
  • Consumer insights around expectations associated with delivery and fulfillment

Published on: Dec 4, 2021 

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