Digiday Live: How Overstock.com and Fender organize for content creation

The way brands organize for content can vary dramatically. BJ Carretta, vp of digital brand marketing at Fender Instruments, and Nariman Noursalehi, director of SEO at Overstock.com, compared and contrasted how their companies create brand content in the latest episode of Digiday Live, recorded onstage at the Digiday Content Marketing Summit in August.

Overstock.com takes a dispersed approach by focusing on product page content. The site has over 2 million home goods products on its website at any one time. That’s a lot of product pages. The content team focuses on boosting the quality of the content on those pages, and bringing it all together in a content hub called O.info. “We have millions and millions of webpages, so content has to live on all of those pages,” said Noursalehi.

Fender tries to create unique content for every channel, and one of its greatest challenges is bringing younger guitar players into the fold. “We have the 45-year-old white guy with a ponytail on lock. We can continually re-market to him,” said Carretta. While profiles of guitarists like U2’s The Edge resonate with older players, content aimed at younger people puts the spotlight more current bands like The War on Drugs. To create this content and to monitor social media, Fender only hires from agencies — but knowing everything about guitars is not a prerequisite for the job.

Listen to the session above for a deeper look at how these two different brands organize their marketing teams around content. Interested in how other brands are approaching content marketing? Check out these Digiday Live episodes:

To hear more about media and marketing are changing straight from the people making it happen, subscribe to Digiday Live on iTunes or Stitcher.


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