In the age of Pinterest, Tumblr, and the growing consciousness of where our goods come, very few e-commerce brands have captured the spirit of all these phenomena with the kind of engaging experience that Etsy.com has. Increasingly, content has played a pivotal role in shaping that experience.
We are very fortunate to have Alison Feldmann, Etsy’s Editor-in-Chief join us for the next Content Conversations meetup on Tuesday, December 11 to talk about the ways in which content is impacting e-tailers. But first, she was kind enough to share a few thoughts on what content can offer at present.
What is the next word that comes to mind when you hear the word “content”?
“Commerce.” The opportunity that lies at the intersection of commerce and content, especially for Etsy, is something that I think about every day.
Name one thing that all good content has in common?
An angle. A story with no intention is, quite frankly, a waste of time.
What would you say is the most important emerging trend in content?
Engaging visuals, be it infographics, collages, slideshows or cinemagrams. The human attention span is getting shorter every minute, and content needs to evolve in time.
Who in the last year (brand or publisher) has surprised you in a positive way with their content?
I’m very intrigued by Whole Foods’ Dark Rye. Their blog is a total wormhole of video, slideshows and stories; I could fall down it for days.
What are some of your favorite go-to source for great content?
Jessica Stanley’s READ. LOOK. THINK. is an excellent weekly compendium.
I’m addicted to The Billfold (“everything about money you were too polite to ask”).
Kottke is a standby; love him.
And I love The 6th Floor Blog.