I heard this week of a lingerie e-commerce site who'd boosted conversion by 23% by including articles in their blog.
So it turns out the knicker elasticity of demand is directly related to editorial content (sorry).
The serious point to be made is that blogs are a brilliant format for engaging your customers online and this is natural PR territory where writing skills meet commercial aims.
Some Media Prominence findings this month showed that in markets like lingerie, where research is involved before purchases are made, PR can also account for nearly half of brand value.
So that's PR that creates brand value, manages reputation, shifts stock and is measurable. Not too pants that huh.
Interesting. Do you have the blog details!? Just kidding. I work for an international company that is just waking up to the brand value potential in blogs and I've been charged with sussing out some angles with the possibility of doing one. I'm not an expert on just what can and can be done with them in terms of branding. Do you know of any sources I can look up to find out more details of putting one together without looking like a complete "flog"
Hey Joe, what you gonna do with that blog in your hand, apologies to Hendrix - Happy to chat blog content with you ross dot furlong at furlongpr.com. R
Hi Ross, Yes content can work miracles. I took an interview with Sir Robin Knox-Johnston last year where I asked him if he'd ever had any near misses in his life other than at sea. His answer won him Mercedes as a sponsor once the article was published.
Hi Ross. Thanks for getting back so quickly, re: your blog “Are blogs pants?” I've tried to contact you one furlong.pr but I don't know if I've posted it in the right forum. Sorry to be a pain in the butt.
ROSS FURLONG
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Last login: 09 Oct 2009
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