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Content Marketing for Retail in the UK

High-quality content is like an Olympic athlete: focused, strong and precise. But even record-breakers need a coach if they want to stay on top of their game—someone who is constantly monitoring and evaluating progress to optimise performance. That’s where DAC’s tracksuit-clad content marketing specialists come in: we’ve gone up against the challenges UK retailers face in the online space before, so our marketing strategies revolve around designing a tailored campaign to fit your brand flawlessly—not unlike David Beckham and H&M. The end result is more engagement, better brand awareness and increased ROI, both online and offline.

What’s your ecommerce narrative? The importance of crafting your brand identity

It’s no secret: ecommerce is a highly competitive space for retail brands. Savvy marketers dominate this sector, especially when it comes to content, as brands are investing more and more in the written word. However, you should be doing more than pumping out mindless content—you want quality, not quantity after all. To do that you should identify vital business metrics and business goals and develop a robust strategy to meet them. Without a plan, you could end up sitting on the sidelines while another brand steals all the glory. And no one like being a benchwarmer.

Honing the voice and personality of your brand is one of the most important steps in developing an effective content marketing strategy. You need to identify your target audience, their likes and dislikes, and what connects them to your brand? Only then can you start coming up with creative ways to reach them.

For example, if one of your customer personas is Amanda, a 30-something-year-old woman who enjoys wine tours, romance novels and painting you wouldn’t craft a fast-paced, Red Bull-style content personality around thrill-seeking adventures and bar-hopping; it simply wouldn’t resonate with her. Instead, understand your demographic by checking out what they’re talking about and sharing. Then analyse your competitors and start cultivating your unique voice. The key here is to interact with your audience and avoid talking at them; just like a pushy perfume salesperson who spritzes you without asking, heavy-handed sales tactics rarely produce the result you want.


Start with visuals: People are up to 80% more interested in reading a piece of content that is accompanied by colourful, appealing visuals1


Know who you are: 57% of UK content marketers have developed their own brand style/tone of voice guidelines2


Be unique: 79% of UK content marketers expect to create more original content in 2017 than they did in 20163


Stand out: 79% of UK content marketing professionals named brand awareness as their number one goal for 20174

1 Xerox, "20 Ways to Share the Color Knowledge", 2014
2,3,4 Content Marketing Institute, "Content Marketing in the UK 2017: Benchmarks, Budgets, and Trends", December 2016

Three key steps to content marketing domination:

  1. Create compelling content: Attract the right consumers at the right time with relevant, creative content that stands out.
  2. Share, share, share: Time is of the essence, so be sure to distribute your content across all your social media channels simultaneously.
  3. Keep it SEO-friendly: Blended results, social signals, media type and mobile optimisation are all considered by search algorithms.

We can make your content stand out in a sea of dressing room selfies.

Be a part of the local revolution

Successful, locally focused digital marketing depends on ensuring that every landing page, banner ad, search query, and tweet counts—because if you’re not reaching the right consumer at the right time, what’s the point? DAC aims to improve the reach, relevance, and reputation of your digital marketing efforts. And we’re not too bad at it, if we do say so ourselves.

5 bn

More than 5 billion people use mobile phones1


79% of shoppers research products before making in-store purchases2

1 GSMA Intelligence, 2018
2 Salesforce, "Connected Shoppers Report", 2017

We’re the kind of agency that jumps at opportunities to learn something new every single day. 

Look no further than DAC for an agency that combines content marketing experience and creativity to drive performance for your retail brand.

Since our original incarnation as a regional print directory advertiser 46 years ago, DAC has been hard at work developing into a full-service digital performance agency. With our focus on local, we’ve remained at the forefront of digital marketing innovation and become a leader in the industry. You can find our “Geeks with Personality” in offices all over Canada, the US, and Europe hard at work connecting brands with consumers.

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We can help your business grow and thrive in digital—and it all starts with a friendly chat.