Are blogs pants?

I heard this week of a lingerie e-commerce site who’d boosted conversion by 23% by including articles in their blog.

So it turns out the knicker elasticity of demand is directly related to editorial content (sorry).

The serious point to be made is that blogs are a brilliant format for engaging your customers online and this is natural PR territory where writing skills meet commercial aims.

Some Media Prominence findings this month showed that in markets like lingerie, where research is involved before purchases are made, PR can also account for nearly half of brand value.

So that’s PR that creates brand value, manages reputation, shifts stock and is measurable. Not too pants that huh.