I have to give it up to fashion retailer Anthropologie. Not only does the fabulously quirky retailer offer today’s best fashion designs, but the company has mastered the art of content marketing. Blogs, videos, photo galleries, social media – you name it, Anthropologie has it. The fashion maven offers its customers custom creative content across a multitude of platforms, which has undoubtedly placed the brand ahead of the curve.
Let’s take a look at three ways Anthropologie has built its success using content marketing, as well as some helpful tips you can implement into your very own marketing strategy.
Knowing their customers’ wide-range of interests, Anthropolgie’s blog “Anthro” is the go-to spot for the latest trends in everything fashion and culture. From “The Perfect Sunday Dinner Outfit” to the “Ultimate Road Trip Playlist” to “Designer Spotlights” to “The Summer Sendoff Margarita,” Anthro has a diverse mix of content for every type of customer.
Let’s face it; your customers don’t want to read a blog filled with promotional content. They want a place to go to read about the topics they like without being bombarded by ads. Content marketing is all about finding a happy medium between promotional and informative content. Continue reading →
I’m sure by now you’ve heard of the Internet phenomenon that has been the apple of Google Search’s eye over the last 24 hours. Of course, we’re talking about Horse ebooks. In a perplexing occurrence, Horse ebooks went from being barely recognized one day to sole obsession of the mass public the next – with myself included. And if you’re anything like me, you had – or perhaps still have – no clue as to what Horse ebooks even is.
Just so you’re no longer in the dark, Horse ebooks is a widely perceived spam Twitter account which was originally intended to promote ebooks. However, the ways in which the account did this were particularly unconventional and included odd –albeit amusing – non sequiturs. These non sequiturs (see below) were apparently an effort to evade spam detection, which results in the shutdown of an account. The account also tweeted multiple times per day – most of which receive hundreds of re-tweets and favorites.
I’m going to be really candid; after all, isn’t that what blogging is all about? If you are in the hospitality industry—I’m talking hotels, resorts, restaurants or event planning—you need to have a blog. And, more importantly, you need to make sure it works.
Though you already know this, it is important to always remember that you are in perhaps one of the most competitive industries out there. From hosting conference parties to networking events to catered dinners, there is no end to the service you provide an ever-growing base. And I haven’t even touched upon the wedding facet of your business yet.
Let me paint you a picture… I am getting married four weeks from Saturday (yes, I am both beaming and bopping in my seat a bit as I write this). These past few months of engagement bliss have unquestionably been the best time of my life, as mom, grandma, coworkers, wedding photographer, hair dresser, accountant, stranger on the street, [insert anyone really] has told me. And they are right. Continue reading →
Just when you thought you finally understood today’s SEO best practices, Google unleashes another animal from its cage and totally flips what you thought you knew upside down. While you can curse the Google Gods and swear never to use the search engine again, it won’t do you any good. Face it; in a world in which 93 percent of online experiences begin with a search engine, you need Google and Google needs you.
I was recently walking through a pet store, when I happened to stop to look at a tank of rare Japanese Snapping Shrimp. Noticing my perplexed expression, an attendant walked over and asked if I had any questions about the rare bottom-dwelling specimen.
It was while the attendant was explaining how the Japanese Snapping Shrimp could easily be confused with a Mantis Shrimp due to the sound it makes when its pincher opens and closes that it hit me: I had a ton of questions. In fact, I could not tell you anything about shrimp. And in the process, I realized a critical thing: content marketing can be used in absolutely every industry.
Continue reading →
I was surfing the Web this morning when I stumbled upon an infographic from NowSourcing showing the good and bad habits of the world’s smartest people and it got me thinking, “This has a lot to do with content marketing.”
Sure, these guys may be well above your IQ level (the average IQ is 100, while this group is above “Genius” and “Extraordinary Genius”), but the positive habits and behavioral traits they display could show us a lot about how we should be mapping out our content marketing strategies. Some of these are a bit more evident than others, yet they are nonetheless important to remember.