Brooklyn-based Etsy is a rare brand. It’s an online marketplace that also generates content that customers genuinely like, read and comment on. According to Gigaom, Alison Feldman, Etsy’s EIC, said their blog wasn’t meant to attract new customers, but engage with existing ones. While she admits the blog posts also drive sales, she doesn’t have any hard data.
Feldman says the key to engagement is identifying what the brand stands four and build from there. She said, “No one wants to read too much about [your brand]…The goal is to take it to a more human level.” Part of Etsy’s success is that their products are unique, made by individuals with interesting stories. That’s hard to duplicate when a brand offers a mass-produced good. Erin Griffith of Pando Daily said the approach can backfire, with brands ending up on the Condescending Corporate Brand Page.