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Engagement through content: How Nikon supercharged content marketing to educate, engage, inspire and delight consumers

With the proliferation of digital photography, consumers of all backgrounds and skill levels search for articles, tips, and other content that educate and inspire them to be better photographers. If Nikon could provide this education and inspiration through a rich, immersive and on-brand experience with content specifically written and curated for this audience, they could improve brand awareness and preference during the purchase process, as well as build brand loyalty for existing customers. The resulting rich interface uses Nikon images to encourage exploration and dynamic search filtering to enhance findability. A content management interface on the back end lets the authors work within a native editorial process and allows programmatic reuse of content across channels. This content marketing effort is part of a principle consumer strategy to drive commerce through a subtle correlation between editorial content and product positioning.


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