Many of the most creative and effective marketing that I have come
across has centered around the thematic combination of the “Three Cs” –Content,
Community, and Commerce. Content drives user acquisition, community is built
around the buzz created by the content, and commerce happens last on the good
will built through great content and a highly-engaged community of users. A few
eCommerce companies that come to mind as having executed this strategy very well
are Huckberry (one of the earliest eCommerce retailers to focus on high-quality
editorial and content/photography first, then commerce second), Goop (high quality
content to build a devout community of consumers centered around wellness and
healthier liv-ing), GoRuck (using community-driven events to sell their core
products), and Thrive Market (delivering high-quality wellness and healthy food
products at affordable prices, with a massive online community of loyal consumers
and health & wellness advocates/influencers).