How Content Marketing made me buy a 60.00 Wallet


I have a new wallet now, from an awesomely marketed wallet manufacturer called Bellroy. How did I end up with this wallet? Content marketing. Plain and simple. I was on some website (I can't recall which one at the moment) and noticed a display ad offering information on how to slim down your wallet. As a guy who already prides himself in having a slim wallet, clicked on the ad and dove deep into the content. Loved it. Before I knew it, I was whipping out my Visa and buying a tiny rectangle of leather for nearly 60.00. It's actually a great wallet.

Content marketing works wonders because consumers and decision makers want to buy from a trusted source. One way to become that trusted source is to provide extremely useful content and present it in an engaging manner. By putting yourself out there as a domain authority on a given topic or service, you open doors and influence buying decisions in ways that traditional calls to action cannot match.

Creating trust and loyalty means providing truly unbiased, real content. Ariel Remer had a great point in this analysis of the Bellroy story in that they even offer tips on how to organize your credit cards and cash WITHOUT their product! Real content, and real trust.

Of course, if content marketing was easy, anyone could do it. It's hard to both create a compelling content marketing campaign AND most importantly provide content that's actually good. Keep in mind, also, that content isn't limited to words on a page. Videos, photos, and deep data are all content as well, and organizing and presenting this content takes expertise.

As you get started with your own content strategy, mine for content that you might already have. For example, perhaps a customer service department's "sent" box is loaded with answers to customer questions that would make a very useful FAQ? Find, create, or license useful, great content and you may see new customers looking in your direction the next time they make a buying decision.


Wow, you've got some guts admitting you spent 60 on a rectangular piece of leather.It does sound good though, and the key here is that the piece of content marketing your responded too focused on the problem / need and not the product.When your content focuses on the customer, you see a lot more action taking place.Thank you for sharing this story which demonstrated the principles so well!

Add new comment

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
By submitting this form, you accept the Mollom privacy policy.
VP of IT

In addition to being the VP of IT for Scranton Gillette communications, Joel is a competitive water skier, family guy, guitar player, and tinkerer. Joel also enjoys photography, comedy, music,...