We did it! This year, all content26 employees passed the Amazon Advertising Sponsored Ads accreditation.
In addition, content26 became an inaugural member of the Amazon Advertising find-a-partner directory, which launched in August. While Amazon Advertising does not have official partner agencies, Amazon selected 53 companies to launch its directory that “demonstrated a high level of engagement and proficiency with one or more Amazon Advertising self-service ad products.”
“Amazon Advertising has been a great way for us to help boost brand awareness, product visibility, and incremental sales,” says content26 CEO Tony Martinelli. “We’ve found that it’s particularly powerful when ads are closely related to search and lead back to informative, optimized product page content.”
While both of these milestones — the accreditation and the partner directory — showcase our Amazon expertise, these were only recent examples of a year of firsts at content26. Here are a few of the 2019 accomplishments that will allow us to continue delivering unequaled service and performance in the year to come.
Strengthening Our Full-Service Amazon Approach
For nearly 15 years we have worked with brands of all sizes to help improve their ecommerce product discoverability and ultimately boost sales. We don’t stop at creating content and running advertising campaigns; we work with our clients to develop smart Amazon strategies from the ground up.
We recognize that there is no one-size-fits-all approach to Amazon, which is why we are excited about the Content26 Incubator Program which builds individual solutions for each client — regardless of size.
The Content26 Incubator Program
Launched in the summer of 2019, the content26 Incubator Program helps early-stage advertisers grow profitably on Amazon.
Our growth-focused approach assists with campaign creation, performance, and analytics while also providing SEO-focused product page content.
We’ve found the program has attracted both startup looking to strengthen brand awareness as well as established brands looking to aggressively grow their Amazon channel sales.
Creating Long-Term Value Through Innovation
When Amazon Advertising was still in beta, we committed to a strategy-driven approach that brought long-term value to our clients.
As Amazon Advertising technology providers have proliferated, our refusal to set-it-and-forget-it has set us apart. While behind the scenes we employ industry-leading technology to run ad campaigns , our focus remains on building brand value on Amazon with advertising and content.
The Content26 Executive Dashboard
In the fall of 2019 we launched a proprietary executive dashboard for all of our Amazon Advertising clients.
The content26 Executive Dashboard gives decision-makers access to key advertising metrics such as spend, sales, Return on Ad Spend, and conversion rates. Updated daily, the dashboard gets reporting and budget tracking out of Excel. The dashboard included all of the key performance indicators important to the success of our clients’ Amazon business.
Content Study Identifies ‘Just Right’ Content
It’s been over 15 years since content26 created some of the first Amazon A+ pages and our focus on innovation hasn’t missed a beat.
In addition to our advertising prowess, we continue to be the undisputed experts when it comes to Amazon content. We worked with Amazon to create the first A+ pages and continue to be an industry leader in ecommerce content. Our SEO-focused strategy serves the needs of online shoppers while driving discoverability and sales through dedicated management and technology-powered optimization.
In 2015, we embarked on a long-term study in conjunction with the Sales and Marketing Strategy (SAMS) Institute at the University of Washington. We had an audacious goal: to investigate which type of Amazon product page content would have the greatest impact on sales.
More than 10,000 shoppers were sampled to identify key product page elements and determine which experiences should be the focal point for specific products.
The results, published in the March 2019 Journal of Marketing, concluded that “just right” content boosted purchase intent by 10%.
2020: Innovation Ahead
It’s been an exciting year at content26 as we’ve added knowledge, tools, and tactics that set us apart from other Amazon advertising and content agencies.
As we look forward to next year, I see opportunities in both content and advertising for content26 to continue innovating on behalf of brands.