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Selling clothes and saving the planet: how Patagonia content does it all | Laura Robertson

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Selling clothes and saving the planet: how Patagonia content does it all

Patagonia’s content does more than convince and help customers to purchase products. It’s not just about completing a transaction – or about marketing the company. They use content to build relationships and to inform, educate and inspire.

Laura will take us on a journey through the inspiring digital landscape of Patagonia, exploring how the clothing brand and campaigning organisation uses content to connect people, products and the planet. Along the way she'll point out useful lessons, tips and tricks that can be applied in all sorts of contexts.

NB She isn't on commission; she just loves what Patagonia does with content. 

Laura is content strategist at Contentious, the London-based agency. She’s always been a lover of words – her background is as an editor and she studied modern languages and linguistics. Since co-founding Contentious in 2016, Laura has worked with more than 30 non-profits and campaigners on their content strategy, focusing on shifting to a less transactional, more user-centred approach (eradicating double spaces along the way).

Laura is interested in the role of content in making the world a better, more human place. She regularly advocates for content, speaking at conferences such as Confab, the Campaigning Forum and CharityComms. She also boulders and bakes.

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Selling clothes and saving the planet: how Patagonia content does it all | Laura Robertson

  1. 1. Selling clothes and saving the planet: how Patagonia content does it all
  2. 2. It’s not just about the content. It’s just a lot about the content.
  3. 3. The Content Promised Land Brighton Friends Meeting House London
  4. 4. Take only photos, leave only footprints.
  5. 5. Take only photos good ideas, leave only footprints Analytics data.
  6. 6. The Content Promised Land Brighton Friends Meeting House London patagonia.com/skiing-snowboarding
  7. 7. What can we put in our backpack? ○ ○ ○
  8. 8. The Content Promised Land Brighton Friends Meeting House London patagonia.com/bananas (404) patagonia.com/skiing-snowboarding
  9. 9. What can we put in our backpack? ○ ○ ○
  10. 10. The Content Promised Land Brighton Friends Meeting House London patagonia.com/bananas (404) instagram.com/wornwear patagonia.com/skiing-snowboarding
  11. 11. What can we put in our backpack? ○ ○ ○
  12. 12. The Content Promised Land Brighton Friends Meeting House London patagonia.com/bananas (404) instagram.com/wornwear patagonia.com/blog patagonia.com/skiing-snowboarding
  13. 13. What can we put in our backpack? ○ ○ ○
  14. 14. The Content Promised Land Brighton Friends Meeting House London patagonia.com/skiing-snowboarding patagonia.com/bananas (404) instagram.com/wornwear patagonia.com/blog blueheart.patagonia.com
  15. 15. What can we put in our backpack? ○ ○ ○
  16. 16. The Content Promised Land
  17. 17. “Everything we make pollutes. The most responsible thing we can do is to make each product as well as we know how so it lasts as long as possible.”

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