What we can learn from Birchbox´s success

Good content, fitted to the customer and medium is the secret behind Birchbox´s success, a service which sends a box with make up products to subscribers. To recruit and retain subscribers Birchbox not only uses make up products tailored to the client, but also content perfectly tailored to the client. This content is not only adjusted to what the client wants to read and learn, but also which medium is preferred by the client. This means that Birchbox adjusts content for the site, the online magazine and for the specific requirements for Twitter, Facebook and other social media channels. The growth of Birchbox as webshop, but also a physical shop in New York and one planned in Paris and other cities shows the value of the holistic content strategy.
We can learn from that, for example about the content of monthly printed magazines, a weekly online magazine, the dynamic content of a website and publications via social media channels perfectly adapt to this channels. The technical tools are already available and it should be possible to develop a profitable business model, as proven by the Dutch magazine Linda.

Source: econsultancy.com

Rob van den Braak

Printer’s devil (1964), phototypesetter, offsetprinter, teacher of graphic techniques, salesmanager, productmanager, trade journalist, founder of BlokBoek e-zine (2011). But above all husband, father, friend and lover of life in southern Spain (since 2010).

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