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.
For example, in a recent Anthro blog post, the company’s personal stylist Christina gave readers a week’s worth of perfect-for-fall looks for any outing using clothing from its new fall line.
With thousands of blogs to choose from, you must give your readers something of value. Whether it’s a sneak peek into a new product launch or a behind-the-scenes look at the production process, you must provide added value in the form of what feels like “exclusive content.”
Take a page from Anthro, which, back in August, gave customers a sneak peek into its August catalog before it came out. The post included exclusive outtakes from set as well as photographs of the location.
Another way to add value and establish thought leadership is getting industry players on board. One way to do this is to feature a well-respected tastemaker as a special guest or have the individual take over your Twitter or Facebook page for an hour so customers can ask him or her questions.
For example, Anthro has a reoccurring “5 Things You Didn’t Know About…” segment in which the company interviews top designers. Just recently, it interviewed fashion designer Nanette Lepore on things like work, inspiration, to-do’s and her latest collection (which just so happens to be featured in Anthropologie’s store).
While you may not be a fashion retailer, everyone can learn a thing or two from Anthropologie. The retailer does a great job of creating custom content that’s relevant to its customers, which has undoubtedly set it apart from the rest.