Here’s a fantastic example of a company using editorial content on its corporate site. Alfred Dunhill, a British company that sells menswear worldwide has a number of very compelling videos on its web site. Some of these videos are related to its products and some seem to have no connection whatsoever.
Does editorial content help sell product?
If you watch some of these videos, you’ll note the high quality audio, the great visuals, the emotive quality and, yes, even the beauty. How can you not believe in a company that does this kind of work? Why would you not want to be associated with this company by wearing some of its products?
Why are its products so expensive? Watch the video showing a $2,800 briefcase being made. That explains everything far better than any words or advertisement.
Customers trust editorial content far more than anything else. Newspapers prove this every day. The purpose of using editorial material on a corporate site is to provide information rather than trying to make a sale. An informed customer is the best customer.
Editorial information on a corporate web site is the best way to build trust and credibility. It’s also the best way for a company to show its values and enhance its corporate image.
And the most important ingredient when producing editorial content is, you guessed it, photography. Editorial photography is the number one way to get attention, build trust and deliver a message.
————
Photographers: watch the interview with photographer Don McCullin. You’ll probably agree that (i) he’s wearing a nice-looking suit and (ii) the video should’ve been much longer.
