Content marketing is an umbrella term applicable to just about every industry, yet the type of content you produce is going to be largely influenced by your topic.
When it comes to fashion, such a focus is on creating content that’s aspirational, inspirational and, perhaps above all, on trend.
Across the board, it’s imperative that brands and businesses focus on delivering content that meets the inherent demands of their sector. As such, here are four key types of content that all fashion brands can benefit from.
Including: newsworthy articles and trend-led pieces
Websites that host their own blogs give search engines access to 434% more indexable pages. And when it comes to fashion sites, the benefits of regularly updating it with fresh blog content go far beyond the potential for improved SEO.
The fashion industry is about as fast-paced as they come. Having the capacity to develop new content based around current trends will improve your chances of attracting organic traffic from associated keywords. It’s also a sure-fire way to establish your brand as an industry leader, demonstrating your ability to keep up with the latest developments and move with changing seasons.
From ASOS to Matalan, many national fashion retailers have built their websites to incorporate a blog in some form or another. In fact, it’s rare to find a fashion e-commerce site that hasn’t. The challenge then is to continue delivering content that offers users something unique and establishes your own tone of voice within the field. French Connection are the perfect example of a high street retailer making their blog work for them, featuring editorial-style photography, industry terminology and plenty of valuable e-commerce links.
Including: shoppable video, images and editorials
Shoppable content looks set to be one of the biggest fashion content marketing trends of 2018. Consider that no less than 87% of British consumers have made a purchase online in the last 12 months, and it’s easy to see why. Marrying content with e-commerce is just one of the ways that brands and retailers are tapping into this ever-growing digital customer base.
From clickable videos to user-generated social media posts, there are very few types of content that the fashion industry hasn’t yet experimented with. Designer fashion retailer Net-a-Porter exists solely online, making their ability to draw in consumers with engaging digital content all the more crucial. Their online EDIT Magazine evokes flicking through a glossy mag to life in digital form, with striking editorials that can be hovered over to reveal direct links to product pages.
Including: advice, information and how-to guides
Although not a type of content commonly associated with the fast-moving world of fashion, we’ve spoken before about how evergreen content has its place within the industry. Evergreen articles don’t go out of date, ensuring a slow and steady flow of organic traffic to your site.
Many people are surprised by just how easily the fashion industry lends itself to evergreen content. How-to guides, trend definitions and wardrobe checklists are all examples of evergreen content that work particularly well for fashion brands. What’s more, this kind of content can help to establish yours as a site that users will come back to for advice and guidance time and time again.
High street retailer Miss Selfridge regularly include evergreen content on their blog, like this guide to styling ankle boots. Focus on creating content around pieces that remain on trend season after season to benefit from a steady stream of visitors over time.
Including: memes, Instagram posts and hashtags
Social media is the #1 content marketing tool used within the fashion industry, with 87% of marketers developing content in this format. Instagram, Facebook, Twitter and Pinterest are all examples of social media platforms that fashion businesses can benefit from using, whether through branded channels, influencer marketing or paid native advertising.
The key to mastering social media as a core part of your wider marketing strategy is to develop a recognisable tone of voice. This kind of content can be quickly and easily shared among your target audience – offering increased visibility and brand awareness in the process. Focus on delivering visuals that are engaging and on-brand to make a lasting impact across social channels.
In such a saturated industry, the pressure is on fashion brands to continue breaking boundaries with their digital content.
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