Hugely popular online fashion store ASOS has latched onto the importance of content marketing and could pave the way for other stylish e-tailers to do the same.
ASOS has hit the refresh button on their men and women’s home pages – and one change stood out straightaway.
Where does the link to your company blog sit on your website?
Far too many brands spending money on content marketing reverse their efforts and expenditure by burying the link to their blog or news feed under their product pages, meaning browsers really have to dig to find the treasured content they’re seeking.
Other cyber surfers are forced to scroll all the way down the home page and then squint at the screen as they try to make out which of the tiny words spells out b-l-o-g.
Clearly, this is not the most effective way to guide your readers to your sparkling content; in fact, it’s a pretty good way to a) waste money and b) limit the potential your content has to boost engagement and drive discussions among your target audience.
It is impossible to click on something you can’t even find – which is why ASOS have given their content pride of place on their brand new category pages.
What’s changed?
Sitting at the top of the page on the right hand side, ASOS’s stream of content is immediately visible to browsers and the vibrant colours and dynamic layout instantly draw the eye.
The men’s homepage is pretty content-focused but the women’s category page places even more emphasis on blog content, with a string of fashion and celebrity news ready and waiting under the eye catching heading ‘This just happened’.
ASOS got some more good news this week, with the fashion e-tailer coming second only to Amazon as the most mentioned e-commerce site in UK blogs.
This is according to a study by Twingly, which showed that ASOS is taking over the country’s blogs with 24,977 links to the online fashion store.
Amazon was e-commerce king of the blogs, notching up a total of 173,715 links.
Jenny Maclean
