How to make Marketing content easier on Magento

Standard eCommerce CMS tools just don’t cut it

Marketers will know the pains of some of the CMS packages all too well. A million buttons just to add an image to a page, and that's before you even start thinking about anything more creative.

There is often a huge disconnect between what you see when you make an article in an admin panel and what’s visible on the frontend. This inability to visually see what you are editing as a marketer, until the content is live and published, is a constant pain point. It’s all enough to put off the most battle-hardened marketer.

When we are looking at eCommerce websites, we can see the exact same results and issues time and time again. Marketer’s content isn’t published quickly enough, is full of quick fixes to attempt to make it look more polished, and digital content is a million miles away from what we see in other industries like print media and advertising.

Web content has unique challenges compared to print or traditional advertising. Online content can be viewed on a small phone, right up to a 4K monitor. Marketers have to make beautiful content to be seen on any device throughout this range. The outdated idea of just “Small/Medium/Large” no longer cuts it, but the tools rarely give marketers what they need to see this.

So, how do you make eCommerce content look editorial??

It all starts with Blocks.

Using Storyblok, we build bespoke Blocks. These are pre-built elements, which give marketers the ability to use interesting visual elements to produce high end editorial content for articles at ridiculous speed every time. 

By thinking in blocks, it breaks the cycle of the classic ‘everything app’ CMS, which works for nobody, and instead gives an interface setup just for the content being built. Rather than confusing interfaces with infinite font and colour options, Blocks allow us to build in the brand standards from the beginning so that marketers only see what they actually need to build beautiful content. 

Instead of pressing a million buttons to produce one page of generic content, it becomes quick and easy with a handful of handcrafted, carefully selected ones, guiding you through the content to produce editorial content with none of the fuss. It’s easy to replicate; you no longer require a developer to build content pages per individual spec, and you can literally watch it being crafted in front of your eyes. Gone is the admin preview, miles away from reality. Instead, a real visual editor shows you exactly what you're building in real time, across every device size from mobile through to 4K.

In the web world, we can go further than editorial print with immersive, draggable elements, and responsive pages that look great from mobile through to desktop. We can create your brand's story within this, configuring everything from exact fonts used to match your brand aesthetic to ensuring that only your brand’s colour palette is available. 

Much like a print team, Storyblok lets one person create a beautiful article and someone else to act as editor, tailoring the draft to be polished and perfect, before finally scheduling release to automatically publish at the perfect point to fit in with other marketing efforts. No more waiting up on Black Friday to press the publish button.

Long frustrating, multi-teamed creation sessions, with hours of misshapes and delays, become minutes of easy clicks. With beautiful content created every single time.

Blossoming from idea to real life content

When Wind & Kite began working with French Bedroom in 2024, they quickly identified to us, that they had these same issues with their CMS, and had many of the same bugbears we had heard time and time again. So we built them, bespoke blocks and elements for their marketing team to create content with. 

We joined them on their latest campaign to see the idea bloom from concept to website, as French Bedroom showcase their beautiful spring collections to their customers. 

Stately home photoshoot to website in minutes, not days

French Bedroom is in a unique position, as they manage all of their photography in-house, with their furniture collections photographed at stately homes around Sussex, where the French Bedroom office is based. 

This lifestyle photography allows the marketing team to capture how their pieces truly live and breathe in a space, and Wind & Kite designed their website to showcase this unique selling point for them.

By using Magento, it allowed every element to be tailored to their product, allowing beautiful editorial product pages to showcase everything that the French Bedroom team were achieving. 

Next came the content. Everything was made-to-measure for the marketing team, not the other way around. We designed spacious elements, with carefully designed bespoke blocks, that allow French Bedroom to build articles that are as unique as their furniture.  The French Bedroom brand story and ethos shine through the pages, allowing customers to gain real insight into who they are. 

From fonts, buttons, to the colour palettes used on the page, everything is carefully curated to match the personality and unique style of French Bedroom. 

We allowed the marketing team to be able to link their written content to their products in a clean, sophisticated way, lifting the products from the page and into the homes of their customers, as shown in their Le Journal articles.