The document discusses content distribution strategies for e-commerce companies. It describes Styla as a content commerce solution that allows brands to create shoppable online magazines. Styla has a team of content strategists who focus on engaging audiences and increasing traffic through social media. The document then details Styla's approach to distributing magazine content on Facebook through storytelling. It provides a case study of Styla's work with Graziashop, an online retailer, and how their strategy increased Graziashop's Facebook reach and click-through rates.

1. CONTENT DISTRIBUTION
IN E-­‐COMMERCE

2. Content Strategist
Alissa Ugolini is a content strategist and project manager at Styla, as well as a published online
lifestyle writer and photographer for websites such as Huffington Post UK, Homify UK and Vogue
Germany partnered website, SIl In Berlin. She has experience in social media management and
adverIsing, as well as content and community management. She is currently compleIng a Masters
in Internet CommunicaIons.
Content Strategist
Alissa Ugolini
Caitlin Hughes
THE STYLA CONTENT TEAM
BACKGROUND & EXPERIENCE
Caitlin Hughes is a content strategist and editor at Styla. Her focus is on engaging audiences with
content and uIlising social media to increase website traffic and brand awareness. She has previous
experience in social media management and adverIsing, having worked for Berlin start up homify,
and has contributed to a number of online lifestyle blogs including The Culture Trip and Lovethesign.
Both Caitlin and Alissa have worked closely together on the Graziashop project, increasing website
traffic ten-­‐fold in only 6 months.

3. 1. Content CreaIon
2. Content DistribuIon
3. Our Strategy: Storytelling
4. Graziashop Case Study

4. CONTENT IS KING

5. Content is King
Staying Ahead
E-­‐commerce companies understand that content
is an integral aspect of maintaining their edge in a
compeIIve market.
However, online magazines require a large
amount of up-­‐to-­‐date content for success.
One of the biggest benefits provided by Styla
powered magazines is the ability to quickly
produce high quality, shoppable stories.

6. Content is King
Our SoluNon
Styla is the first content commerce soluNon for
shoppable online magazines.
Thanks to its seamless shopping integraIon, Styla
can easily transform content into an exciIng
shopping experience. This allows brands and
online retailers to inspire their customers with
capNvaNng stories and encourage them to make
a purchase.

7. Content is King
Recipe for Success
High quality copy Inspiring imagery Catchy Itle Careful formaXng
But are you reaching your target audience?

8. CONTENT DISTRIBUTION

9. If you don’t distribute your content using the right
medium and to the correct audience, it will never
see the light of day.
It really is a case of “you’ve got to be in it to win
it”.
It is also a maer of correctly allocaNng your
budget -­‐ you might have thousands of Euros to
spend, but unless it is being channelled into the
right type of content, your funds are sadly going
to waste.
Content DistribuIon
Play the Game
1st

10. -­‐ Ensures your content reaches the right audience.
-­‐ Ensures more people have the opportunity to click
on the links to your content.
-­‐ Increases the chance of people liking the content
and sharing it. (Source: Kurve)
Simply put, the success of your content relies heavily
on distribuNon.
Content DistribuIon
GeWng the word out

11. Content DistribuIon
Styla’s Approach
Styla has developed a successful Facebook distribuIon strategy so
that the full potenIal of the client’s magazine is reached.

12. WHY FACEBOOK?

13. We concentrate our efforts on one social media channel,
choosing the one with most potenIal to drive website traffic.
Why Facebook?
Staying Focused

14. 94%
of content marketers
choose Facebook to
distribute their content.
-­‐ Content Marketing Institute

15. Why Facebook?
Key Figures
average Ime spent on Facebook per day
1.65
1.09
20
BILLION
monthly acIve Facebook users worldwide
BILLION
MINUTES
people log into Facebook daily
Source: Zephoria Digital Marke7ng

16. FACEBOOK & STORYTELLING

17. “Campaigns that tell a story before asking people to buy
something are significantly more effecNve than ones that
focus immediately on encouraging people to take an acNon.” -­‐
Facebook for Business

18. -­‐ Taps into the emoNons of the customer.
-­‐ Creates a powerful connecIon between the reader
and the brand.
-­‐ People are more responsive to inspiraNonal, visual
experiences when they shop.
-­‐ The Facebook engine favours engaging, community
driven stories, penalising posts which have a clear
call-­‐to-­‐acIon and an obvious sales intenNon.
Facebook & Storytelling
Why Storytelling?

19. Facebook and Styla powered magazines
are a perfect combinaNon.
Our approach involves harnessing the
‘storytelling sells’ ethos of our soluIon
to create content that is fully opImised
for distribuIon on Facebook.
Facebook & Storytelling
OpNmised for Success

20. PROJECT OVERVIEW

21. Curated by Grazia, one of the most
established fashion magazines in the
industry, Graziashop.com is a
premium online shopping
desInaIon with a twist.
Not only does the retailer allow
visitors to shop online, but it also
offers them a totally new and
interacIve shopping experience…
Case Study
Introducing the Client

22. An innovaIve community plagorm
called Your Fashion Stories was
created with Styla magazine
technology and integrated into the
Graziashop website.
This plagorm is not only available to
Graziashop editors, but also to
Fashion enthusiasts from around the
world who can sign up to create
their own ‘stories’ using various
media, including products from
Graziashop.com.
Case Study
A Match Made in Heaven

23. Your Fashion Stories has the
look and feel of an editorial
magazine, with the added
luxury of instantly shopping the
products you love.
Case Study
Best of Both Worlds

24. Styla recognised the need to
distribute this high quality content
in order to reach the target audience
and drive traffic to the magazine.
Facebook was chosen as the opNmal
channel to do this.
Case Study
A Dynamic Approach

25. FACEBOOK OPTIMISATION

26. Facebook posts generated by a Styla
magazine allow you to drive website
traffic by producing engaging posts that
draw afenNon away from the sales
purpose. This is a huge asset as
Facebook penalises overly commercial
posts.
Case Study
Hidden Talents

27. When the user clicks through to
Your Fashion Stories, only then are
they presented with the products on
offer. This soluIon suits both
businesses and Facebook as it
engages with the community whilst
sIll serving a sales purpose.
Case Study
More Than Meets The Eye

28. THE RESULTS

29. The following results were achieved with 3 Facebook opImised posts per day, all
of which linked back to Graziashop’s Styla magazine. These are the benefits you
could see when invesIng in Styla Facebook ConsulIng over a 9 month period
and with a relaIvely low budget.
FOR

30. A higher number of interacIve and
community driven stories allowed
the reach and visibility of the
Graziashop Facebook page to grow
considerably.
*Reach: The number of unique users a post was served to in a newsfeed
Greater Facebook Reach
Case Study
Greater Reach
7x

31. 22xHigher Click Through Rate
By focusing on storytelling, the CTR
(Click Through Rate) from Facebook
to Your Fashion Stories drasIcally
increased. More and more people
were interested in the content
behind the posts.
*CTR: How many people the post reached divided by how many clicked the link.
The CTR takes into account the combined results of posts created by Styla and posts created by Graziashop.
Case Study
Increased CTR

32. 53More Facebook Referral Traffic
One of the most noted increases
was the number of users that were
coming through Facebook to view
arIcles on the Your Fashion Stories
page.
*Referral traffic: Traffic directed to the website from external sources
Case Study
More Referral Traffic
8x

33. 8More Sessions Overall
Thanks to the large amount of high
quality arIcles produced in
conjuncIon with the Facebook
strategy, the number of sessions on
Your Fashion Stories grew
significantly.
*Session: The number of unique views from a single IP address on the website
Case Study
Session Growth
x

34. 37More Users Coming Via Mobile
Over 60% of Fashion Stories traffic
comes from mobile view. The
benefit of Styla powered magazines
is that they have been specifically
opNmised for mobile, meaning
readers can enjoy shoppable
content on-­‐the-­‐go.
Case Study
OpNmised Mobile View
x

35. Content distribuIon plays a huge part in the success of
your magazine, as does adopIng the right strategy to get
your content noIced.
IN SHORT

36. The Styla magazine soluIon and Facebook strategy can also
benefit your brand. Get in touch with one of our consultants
to further understand the growing number of benefits
provided by our technology. GET IN TOUCH!
consulIng@styla.com
+49 30 91 57 87 51
WHAT’S NEXT?