What does content marketing in a fashion industry look like? Are you writing about fashion trends that are already fully saturated with information alike online?
Anyone can write anything.
But it's a real challenge creating content that actually gets read; not just by anyone but the ideal buying audience we’re targeting for. Here’s where content marketing comes in.
47% of buyer's viewed 3-5 pieces of content before engaging with a sales rep.
(Demand Gen Report, 2016)
It’s not easy attracting search traffic in a heavily saturated market, producing content anticipating what would extraordinarily impress our audience, what more content that drives profitable action.
Now, do you have a content strategy aligned with your retail brand’s online presence and digital marketing strategy?
No? Then you urgently need one.
Dear retailers, whether you’re blogging for your retail e-commerce site or running one for the sake of drawing more customers to your brick and mortar store- it is still compulsory for you to have a retail blog content strategy, one that’s tailored effective.
Read on to find out all aspects that form the make-up of one that's proven to profit your business.
The Blog Content Strategy Your Retail Business Needs
The Content Marketing Institute (CMI) defines content marketing as “creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience with the clear objective of driving profitable customer action”.
Now, you are probably thinking out loud. That’s much easier said than done.
How exactly do I achieve all of that?
Or even when in attempt, how would I know whatever i'm doing is any effective at all? It's time for the serious talk.
Let’s get to the core of what makes up an effective content strategy.
There are inbound processes involved that are to be systematically carried out in a strict flow, leading to the successful achievement of your set sales or business objective.
The first process to have at the tip of your fingers is inbound methodology.
Your blog content should be structured and crafted strictly in direction of the illustrated chart flow above; so each stage process is effectively fueled to achieve their specified individual objective and binded as an unending cycle towards a continually increasing profiting success.
You should always measure and track all data in each stage process to know exactly what to improvise and work on; and just which unprofiting field to abandon and re-strategize This inbound metholodgy purposes to function in a continuous cycle, and is ROI (Return of Investment) measurable throughout. Remember, data driven marketing ensures your focus and will attain you the results you want.
Be patient and dilligent when planning and carrying out each individual's stage process.
In good time, you'll gain the profits you desire when you witness your marketing results skyrocket after each gradual improvement made.
The no. 1 content marketing goal for B2C businesses in 2016 is sales (83%), followed by customer retention and loyalty (81%) and engagement (81%).
(Content Marketing Institute, 2016)
Master how to measure the ROI of your e-commerce or web biz accurately, in order to set all your sales and business goals professionally. Find all key information you need here:
View a breakdown how each of the inbound methodology stage functions to achieve their set objectives combinedly here:
We’re not so nearly done.
What else is crucial for you to know to build a profiting blog content strategy? The buyer’s cycle.
Always consider the buyer’s cycle at every content planning process.
You might have identified a defined target audience for this fashion season, and might be armed with the hottest blog topic ideas. However, if you plan for content at a wrong stage of the funnel, it will obviously have an adverse effect on your sales conversion rate.
Meet your customers where they are in their buying journey.
Not every person who arrives at your site will be ready to buy. Some will be at the start of their purchase journey, while others will be more ready to buy. Some may not even be aware about the problems or fashion hazards your merchandise or products aim to help with or solve.
For this reason, your retail e-commerce or website needs to produce content that smoothly completes the entire buyer's journey.
Educate your audience with the understanding they are at. Tailor your content to that stage of the buying cycle, then gently usher your audience to the next funnel stage in the journey.
Next, your content is only as good as its delivery.
Content distribution is about meeting your audience where they are. Your great content needs to find its way to its desired crowd. Content delivery is about sharing various types of content that are relevant to each media channel or platform. To achieve all that, it is important to understand the types of content that perform for your retail brand across various networks, in order to efficiently disseminate each piece of your content reaching your desired audience.
We break down 4 main aspects that come into play for effective content distribution:
Bear in mind that consistency is key in retaining an active audience -Hubspot on Inbound Marketing, 2014. Creating and publishing content regularly and consistently does a bulk of the distribution work for you through search engines online, especially in the long haul. Companies that published 16+ blogposts per month got about 4.5 times more leads than companies that published 0- 4 monthly posts. (Hubspot's content marketing statistics, 2015) Create content on a regular basis with keyword research and SEO practices, Google sees through the rest of your content distribution plan.
B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month. (HubSpot, 2015) (Source: https://www.hubspot.com/marketing-statisti
Companies that published 16+ blogposts per month got about 4.5 times more leads than companies that published 0- 4 monthly posts. (Hubspot's content marketing statistics, 2015)
A content strategy is largely dependent on the effectiveness of its outreach. Without question, the fashion industry is highly competitive with tons of fashion related website. On the bright side, this creates an ideal playground for the outreach of your content due to a readily availing exposure to a highly engaged audience. Inbound links (when you link out to a different online source crediting or referencing another fashion brand or blogger’s product or article) and outbound links (when they link you back and acknowledge your brand's presence in the online fashion industry) expose your outreach doubly, not to mention a great help for SEO.
- Re-purposing or “Spreading” Content
Re-purposing or re-promoting your blog's content efficiently extends its value. A smart marketer looks for ways to make a successful content piece spreadable over a period of time, and repeatingly. This can be done by disseminating the content through different format types. Republishing content across multiple platforms is also proven to be able to extend the value of your best performing content, saving you lots of crafting time.
- Amplifying With Social Media
In 2015, 66% of businesses were reported to have social media marketing as a core strategy for their business. (Hubspot, 2015) Social media platforms such as Facebook, Twitter, LinkedIn, Instagram, YouTube etc. can help to get your content to the right people while spreading the word about your business brand. It can drastically increase the number of people who view your content and visit your website, amplifying its reach and awareness.
Evidently, social media is a powerful inbound tool that can help build a strong foundation for your retail business.
The content you include in your social media postings is hence an essential strategy component that will fuel your individual inbound stage progress.
Take good heed of the crucial role social media plays in and throughout the inbound (attract- close- convert- delight) process.
How can/should we apply it with efficiency that benefits our business?
Use it to attract visitors by sharing remarkable content across channels. Convert new visitors into leads by offering opportunities for visitors to subscribe and receive updates or special offers. Close by acting on insights that you gather through social monitoring and provide value to prospects online. Delight customers by being a warm personality and creating unique ways to engage with audience members. -Hubspot on social media marketing, 2015
Main Inbound Challenges Social Media Can Effectively Help Your Business With:
- Leveraging content
- Communicating brand with audience
- Engagement with audience eg. through feedback, interactional campagins online and promoting offline ones.
- Creating a unique retail brand identity
- Social proof by increasing business credibility and authority in the retail industry
- Promoting content through functional social sharing buttons readily and easily available for sharing your retail blog content and vice-versa.
Now the last thing you're short of, is knowing how to optimize your retail blog content like a pro.
Download our (free) e-book, to know what 'SEO mistakes to avoid' in order to rank your retail web-blog or e-commerce site best for Google and all the other search engines now!
Lastly, if you missed our first article " Blogging for Business: Ultimate Dos And Don'ts Local Retail Brands Should Hop On The Blog-wagon With ", get your full read on why blogging is compulsory your business this day here, with a top business-blogging Dos and Don'ts checklist at the end.