At Skimlinks, we bring publishers and merchants together to form valuable working relationships. Earlier this year we launched Comtent Club, a quarterly event aimed at bringing both groups together, to hear from industry experts on the latest in content monetization and take the online relationships we facilitate (excuse the marketing buzzword) offline.
Last night we held our second London Comtent Club of the year, with speakers from Haymarket and Trinity Mirror talking about their unique approaches to commerce content. You can find key takeaways from their speeches below.
Rob Kerr, Retail Manager @ Haymarket
First up was Rob Kerr, Retail Manager at Haymarket, who works across their brands Stuff and What Hi-Fi. He spoke to us about how Haymarket uses newsletters in their commerce strategy.
For Rob, the key is in the timing. Newsletters timed around key ecommerce events like Black Friday and Amazon Prime day are their top performers. Intriguingly Haymarket also take advantage of second tier events like Father’s Day to drive products.
Timing is also key in day-to-day commerce content Rob writes. Focusing articles in specific times of the month, for example the run up to payday, can be a great way of driving conversions from articles as people make their minds up about what to buy as soon as they’re paid.
Chantelle told us about Trinity Mirror’s approach, which again is slightly different to the norm.
Benefitting from an extensive number of regional titles, Trinity takes a national and local approach to creating commerce content. The national team work on broader focused pieces, while the local team can be more specific, for example featuring local events like concerts or festivals.
Day-to-day the commerce team also works closely with other teams at Trinity Mirror. Chantelle told us that the social team is particularly creating timely commerce content.
The social team recommend trends, the commerce team takes that knowledge and marries it with insights into what products the audience likes, and creates content that capitalises on the moment.
We’d like to thank everyone who attended the event last night, our two wonderful speakers and give special thanks to our wonderful sponsors boohoo!
If you didn’t manage to make it, fear not as the next Comtent Club will take place in September and you can register your interest here.