Best Buy, which operates a major chain of consumer electronics shops in the US and several other countries, had been written off by some pundits. Sales had been declining for several years due to stiff competition from online retailers.
But content marketing has helped turned things around, with a million in-store visits coming directly as a result of providing useful content for consumers.
When consumers were looking for advice on cameras, televisions and other electronics, they came across Best Buy’s buying guides and video tutorials - which answered their questions. Localised mobile ads on Google then informed people where their nearest store was.
The electronics retailer is focusing on bringing in users to its stores by equipping them with a wide range of information they are looking for on mobile through its guides and YouTube videos.