How BarkBox Creates Content for Existing vs. Prospective Customers - eMarketer
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eMarketer Interview

How BarkBox Creates Content for Existing vs. Prospective Customers

Preview from eMarketer PRO

An interview with

Stacie Grissom

Head of Content, BarkBox

Topics:

Interview summary

Brands strive to provide prospective customers with great content in the hopes of wooing them, but it’s tough to deliver relevant material with limited data. Once someone becomes a customer, targeting becomes easier—but only until customers’ appetites for more personalized content inevitably grow. Stacie Grissom, head of content at dog toy and treat subscription box company BarkBox, spoke with eMarketer’s Maria Minsker about how the brand approaches content strategy.

Interview

eMarketer: How does customer segmentation drive brand storytelling for BarkBox?

Stacie Grissom: The two biggest segments we look at are potential customers and existing customers. We don’t want to be telling our story to current customers who have already heard it and know what we’re about. On the other hand, with new customers, we have to be more explicit in how we talk about our products and our content.