Written by Vineet Sethi
Content Marketing today has the most significant marketing potential in the fashion industry, and brands worldwide are doing their best to use this influence to their advantage.
With the help of a creative digital agency, you can formulate the most appropriate content marketing strategy to engage your audience and grow your brand.
A content marketing strategy must reflect the brands’ key trends and incorporate the latest technology. Using social media creatively and distributing content in new ways that increase loyalty and sales is a must for today’s fashion brands.
Like any fashion trend, these content marketing tactics will be more successful if brands tailor them to their identities.
Read: Use Content Marketing To Drive Results
Blogging remains one of the most critical content marketing tools at your disposal because it’s the primary tool that does everything from improving organic search results to bringing new consumers to your brand.
The beauty of blog content is that it works in tandem with social media and email marketing as a critical customer retention factor.
Interactive content can increase brand awareness and sales potential and is perfect for the image-rich fashion world.
Read: 6 Reasons That Make Blogs Remain Relevant In The Age Of Reels And TikTok
Fashion brands must encourage consumers to participate in content creation in unique ways. This engages the audience’s feelings and preferences which helps increase brand awareness and then traffic, lead generation, and sales.
Content marketing is specifically designed to use it to benefit consumers and your brand by contextualizing content to facilitate advocacy.
Here are the most effective ways that fashion brands are using content marketing to build brand awareness, influence purchasing decisions, retain customers, and ultimately increase their bottom line:
Content In Email Newsletters:
Email newsletters are an excellent way to keep your customers updated on your latest arrivals, special sales, and other newsworthy items.
Add value to these emails by including content such as style guides, trend reports, how-to videos, or even a quick note from the designer. This type of content will keep recipients engaged and encourage them to visit your website or store more often.
Content For Social Media Channels:
Fashion brands should utilize social media platforms such as Twitter, Facebook, Instagram, Snapchat, and Pinterest to reach a larger audience. Content created for social media should be visual and engaging, focusing on building relationships with potential and current customers.
Some ideas for fashion-related social media content include:
- Behind-the-scenes photos and videos
- Fashion tips and advice
- Styling contests
- User-generated content campaigns
Content Marketing Plan:
Any great content marketing strategy starts with a plan. This plan should consider your overall business goals, target audience, budget, and resources.
From there, you can determine which types of content will be most effective in achieving your desired results. Once you have a plan in place, it’s essential to stick to it and consistently produce quality content regularly.
Content Calendar:
Once you have a plan in place, it’s time to start creating content. To help keep things organized and ensure that you are publishing new content regularly, creating a content calendar is helpful.
This calendar should list all the topics you’ll cover, when each piece of content will be published, and which platforms it will be distributed on.
If you don’t have the time or resources to develop and maintain a content calendar, there are plenty of tools available to help, such as CoSchedule.
Read: Social Media Content Calendars: A Realistic Framework for Small Business Owners
Hiring A Content Marketing Agency:
If you don’t have the internal resources to handle your content marketing needs, consider hiring a content marketing agency. These agencies specialize in creating and distributing high-quality content aligned with your business goals.
When choosing a content marketing agency, one must consider their experience, portfolio, process, and pricing. Once you’ve found a few agencies that seem a good fit, request proposals, and compare them side-by-side to see which one is the best fit for your business.
Read: Why Your Business Needs A Content Marketing Agency
Utilizing Content Marketing Best Practices:
There are a few best practices that all fashion brands should follow when using content marketing to build their brand. These include:
- Focusing on quality over quantity
- Creating engaging content
- Repurposing content
- Measuring results
Content marketing can be highly effective for fashion brands to build awareness, influence purchasing decisions, and increase their bottom line. Following the best practices outlined above, you can create a content marketing strategy to help your brand succeed.
(Picture credits: Pexels)
At Beyond The Panorama, we work with businesses to develop their digital brand presence; a big part is content writing for various channels. If you want help to organize this business function, we would love to have a conversation and set it up! Reach out to us at hello@beyondthepanorama.com on our social media channels.
