You only have to flick through century-old copies of fashion magazines like Vogue and Harper's BAZAAR to know that content and commerce have always gone hand in hand. It’s obvious why: the two industries complement one another, commercially and financially.
But there’s a big difference between the mutually beneficial relationship editorial and retail shared during the early twentieth century, and what we have today: ecommerce sites creating their own content as a way to form more meaningful relationships with customers.
Having been on the retail agenda since at least 2012, we have now reached the point where editorial is not just a “bonus” for retailers, but, in some instances, the lifeblood of a brand.
From a makeup brand born out of a blog to a consumer magazine’s own online store, below are five editorial-first ecommerce sites—and what they can teach us about the art of content marketing.