Over emphasis on buyers at the bottom of the sales funnel has led marketers to neglect content marketing for ecommerce. They ignore the pool of prospects who are in the research and education phases of the buying process.
Ecommerce marketers should learn from the retailers of years gone by: content marketing works. It has been convincing consumers to buy since long before our grandparents were born.
One of the early pioneers of content marketing was Jell-O, who started running content marketing campaigns (focused around their recipe books) in the early 1900’s.
Here’s a list article that Jell-O published in the Ladies’ Home Journal in 1934, with a call to action for a free recipe book:
As the saying goes, there’s nothing new under the sun.
We have clickbait, conversion funnels, and lead magnets. But our great-grandmarketers were writing list posts with CTAs for free books a century before it was …