As a professional in the fashion industry, you likely understand the importance of branding. Your brand is the sum of your values, inspiration, and taste. It represents a distinctive style that is reflected in your designs, but branding shouldn’t stop with your clothing. You should strive to bring it to life in all of your marketing efforts, and one of the best ways to do so is creating and promoting strong content online.
Informative and interesting content can help you position yourself as a leader in the fashion industry. It shows that you not only stay up-to-date on trends and major events, but also take part in the creation of those trends. Readers will see you as a source of valuable knowledge, and might even start to see your content as predictive of future styles. This can enable your brand to attract new buyers, increase customer loyalty and position your team as forerunners in the industry.
So how can you use content marketing to promote your brand and position yourself as a leader in the fashion industry? We’ll start by going into a little more detail about what exactly content marketing involves.
Content marketing means creating and sharing original material that current and potential customers will find interesting. The content can take the form of blog posts, infographics, videos, and almost any other format that is interesting and shareable. The goal is not to explicitly advertise, but to get people interested.
According to this infographic, 70 percent of consumers prefer learning about a company through articles rather than ads. The material you create will become associated with your brand, and can generate interest if readers start sharing it. Thanks to bloggers and social media users, content tends to travel very quickly online. Because of this, content marketing can be a great way to generate traffic for your website.
Considering the benefits on increased traffic, brand awareness, and engagement, the cost of content marketing is relatively low. Coming up with ideas and producing quality writing and graphics can be time-consuming, but once you’ve created your content, all you really need is a place to host it. You always have the option to pay to promote in on various channels and social media, but compared to traditional advertising methods, the cost is still minimal.
Content marketing can also be an effective component of your search engine optimization (SEO) strategy. By continually creating content, you build more pages on your site and keep it “fresh.” This attracts the attention of search engines, which can not only potentially improve your rankings, but can also increase the number of clicks and conversions.
In short, content marketing is an efficient and cost-effective way to build your brand. So how do you create quality content that will help you stand out from your competitors?
Fashion is a very visual industry, so images, videos, and other eye-catching content are likely to do well. Although the options are virtually limitless, here are a few ideas to get you thinking:
A style blog may not seem like the most innovative form of content, but that doesn’t mean it isn’t effective. Websites with blogs receive 55 percent more visitors, and blog posts are 63 percent more likely to influence consumers’ purchasing decisions than magazine ads. Considering that, a blog can be an easy way to generate interest and drive conversion.
Fashion is one of the best industries for blogging thanks to the constant changes in seasons and trends. From advice on hot new “looks” and accessorizing for special occasions, people who are interested in staying in style are always looking for new information. If you create a blog that meets these needs, you can become a go-to source for fashion news.
You can gain a following by posting trend updates, quick and easy style tips, and new items in your line. Make sure you to post plenty of photos (and possibly videos) with the text, along with tools that encourage sharing and commenting. You don’t necessarily have to highlight your own designs in these posts, but doing so (and including links to product pages) can be a subtle way to drive sales.
Some customers just want to buy and wear clothing that is comfortable and stylish, but others dream of attending fashion shows and getting sneak peeks at new looks before they hit the rack. A virtual fashion show could be a great way to attract the latter type of consumer.
Putting on a fashion show can cost your brand thousands of dollars thanks to location rental, lighting, model, and promotion costs. This can make it virtually impossible for smaller brands to put on shows, and even if they pull it off, they still have to convince attendees to pay travel and ticket fees.
A virtual fashion show can save money for both sides. Posting photos and videos of models or employees showing off new designs online certainly isn’t quite the same as an in-person show, but it can still garner attention and provide viewers with sneak peeks of your line before the items go on sale.
Continuing with the idea that followers of fashion like behind-the-scenes looks at trends and designs, interviews with up and coming designers and other professionals can be a great way to generate interest. Whether you interview an in-house designer about their sources of inspiration or have the chance to ask a prominent figure in another field about their personal sense of style, interviews can lend a personal touch to your brand.
Having some connections in the fashion industry will give you a head start on finding interview candidates, but you don’t necessarily have to focus on people that are already famous or well-known. Instead, look for individuals who are just starting out and doing something innovative, or who simply have an interesting personal story. By presenting your interviewees as the future of fashion, you position yourself as a thought leader in the industry.
Interviews also have the added benefit of a built-in audience if your subject has even a small following. No matter who you interview, they are likely to share the post on social media, meaning that you can attract an entirely new set of readers.
Content marketing for fashion designers isn’t just about selling clothes. It’s about providing valuable advice to current and potential customers. Consumers are more likely to respect your brand if they trust that you are up-to-date on trends, and fresh content is an effective way to show them that you are on the cutting edge of fashion. If your brand sells luxury items, you may want to check out our resource specifically about internet marketing for luxury brands.
If you are interested in using content marketing for your fashion brand but aren’t sure how to get started, don’t hesitate to contact us! We’re more than happy to help you come up with a strategy and start creating interesting and informative content that will attract readers and strengthen your brand.
Find out how WebpageFX can create an effective Internet marketing strategy for your website. Call 888.449.3239 or contact us online today for a free evaluation.