The very basis of fashion is founded by a desire to stay up to date with trends, so it’s no surprise the industry has adapted to the demands of the digital age.
Both brands and influencers are in constant competition to generate online content that offers a fresh perspective and inspires engagement from its audience.
Attracting a steady stream of organic traffic becomes an increasingly difficult task within such a saturated industry, yet there are a few article topics that promise to generate interest season after season. A balance of evergreen and trend-led content is crucial if brands are to make their copy earn valuable engagement. Here are our top picks for fail-safe fashion titles that are all but guaranteed to get you clicks.
Wardrobe essentials that every fashionista should own
Trends may come and go, but wardrobe essentials are here to stay. Basic pieces tend to be universal across different demographics, giving fashion brands the chance to create informative content that translates to many different audiences. Much like the pieces themselves, this is content that promises never to go out of style, and can easily be refreshed on a seasonal basis if required.
A leader in online fashion writing, WhoWhatWear have nailed this kind of evergreen content. The brand’s ‘15 Wardrobe Staples You Shouldn’t Live Without’ post was originally written in 2014 and has been regularly updated since with working e-commerce links. Currently ranking first on Google for the high-traffic term ‘fashion essentials’, it’s proof that evergreen content can be just as valuable for fashion brands as for less fast-paced industries.
Designer pieces that are/aren’t worth the investment
Designer fashion is a natural buzzword within the industry and related keywords yield impressive levels of search traffic month after month. Designer pieces are an investment for most, so creating content around which are and aren’t worth the money is sure to generate some interest and social shares.
Reference key designer ‘it’ pieces and you stand a chance of climbing the rankings for these search terms too. In 2016, the Cartier Love Bracelet worn by celebrities including Kylie Jenner and Pippa Middleton amassed a monthly search volume of more than 350,000 hits – proving just how much of an impact ranking for these top designer pieces can have.
Affordable fashion and designer dupes
Another way to rank well for highly sought-after pieces is to create content around affordable alternatives – commonly known within the industry as ‘dupes’. This kind of content is also a natural way for online retailers to incorporate e-commerce links into written and editorial content.
Cult products that attract a high volume of search traffic will naturally perform the best in dupe-style posts. Another way to encourage organic traffic is the ‘get the look’ post, which typically shows users how to achieve celebrity or street style on a budget. Leading online retailer ASOS frequently feature this kind of content on the Inspiration & Advice section of their blog, the Fashion Feed.
How-to and tutorial posts
A metaphorical treasure trove of fashion content, Pinterest this year revealed that ‘how to style leggings’ is their most popular fashion-related search term of all. Consider that ‘how to wear boyfriend jeans’ clocks in at the second most common, and you can see why this kind of content stands you in good stead for generating clicks. Focusing on staple pieces – jeans, t-shirts and ankle boots, for instance – is a good strategy for developing evergreen content that will still be valuable to users weeks, months or even years down the line.
An in-depth guide to styling the latest trends
Similarly, tips and tricks on styling the latest trends are sure to go down well, albeit on a more short-term basis. Fast fashion encourages a quick turnover of trends, many of which attract large spikes in search traffic over a short period of time. Create fresh and informative content when trends are in their infancy to cash in on increased search volumes once they hit their prime.
One of the more prominent trends to hit both the runway and the high street in recent years, culottes are a great example of a fashion staple that’s picked up the pace in terms of search traffic. This once barely-searched term brought in very little interest 5 years ago, only to reach its peak during the summer of 2017 once the trend had become widespread. Forward-thinking brands securing SERP top spots will, therefore, have attracted an influx of clicks once the trend had hit peak popularity.
Consistently engaging fashion content is difficult to get right – regardless of the size and scope of your business – yet its delivery is crucial for attracting clicks and encouraging conversions.
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