Three Elements For Creating Effective Social Media Content
In today’s competitive marketing climate, fashion brands have started to make considerable investments in content marketing as it is known to help companies meet their business goals. With an effective content marketing strategy in place, your brand can generate three times as many leads as other marketing channels.
Therefore, if you want your fashion brand to grow audience engagement, cultivate brand presence, drive conversion, and develop a successful competitive edge, you must implement an impactful content marketing strategy. To achieve this, it helps to know the three elements that will make your content marketing work.
However, before we dive into these, let’s take a look at the basics.
What is content marketing?
Contact Marketing is the process of creating and sharing engaging, relevant, and valuable material (via text, images, audio, or video) with your target audience to attract and find convince them to make a purchase.
Why is content marketing important?
Nowadays, consumers expect high-quality, relevant, and consistent content to keep them interested and entertained. Especially in the world of fashion, where many brands may appear similar, consumers depend on the content to help them differentiate a brand from its competitor and determine if it is the right brand for them.
Content marketing is important because it gives your brand a personality. It creates a humanized version of your business, painting a bigger picture about who your company is and what your brand is about. This depiction helps you connect to your customers, build trust, nurture relationships, generate leads, and improve conversions.
In addition, content marketing creates communication between your brand and its audience, keeping the conversation current and appealing over time. When content marketing is done correctly, it will deliver success; engaging your customers and influencing them to take the desired action.
With that being said, let’s discuss three useful elements that will help you create compelling content for your social media.
Your content must move the audience
The first element to making your content marketing strategy work is to ensure that it moves your audience. To do so, you will need to have a profound understanding of who your target audience is and what matters to them. Without this knowledge, you won’t attract or motivate them since you won’t be connecting on things they care about.
Knowing your audience also means knowing which stage of the customer journey they reside in. This will help you tailor your content more precisely and relevantly, enabling you to earn your audience’s attention.
One fashion brand that has consistently been able to move its audience through its content is Nike. Nike uses their knowledge of its audience to create conversations that resonate with its customers. The brand tells touching and empowering stories that use relatable people or celebrities to get powerful messages across.
Ad campaigns such as “Dream Crazier” and “Greatness” highlight Nike’s ability to skillfully connect with and move their audience. Instead of focusing solely on selling their products, Nike sells stories, using social conversations their customers care about.
Your content must be interesting
The second element to creating effective content marketing is to make it interesting. Remember that your content is about your customer than it is about your brand. If your target audience doesn’t find your content interesting or relevant, they won’t have any reason to engage or connect.
To create interesting content, consider topics, formats, visuals, and text that your customer will find entertaining, beneficial, valuable, or useful. Use techniques such as intrigue, humor, problem-solving, or storytelling to build interest.
Old Navy is a fashion brand that consistently delivers engaging content marketing. The brand uses components such as dance, music, and bright colors to make their content fun and appealing and evoke a positive emotion in their audience, making it worth consuming.
Old Navy knows what their audience finds fascinating. They create ads that are not overly complicated, strategically blending entertainment with product promotion to attract and engage their customers. Their video ad campaigns such as “Welcome back summer” and “Active Fam” will have you watching to the end as they entertain you just as much as dance reality tv shows or Broadway musicals.
Your content must have a spark
The third element that makes content marketing work is that it must have a spark. You need to avoid cookie-cutter structures and formulas that make your content appear ingenuine, bland, and generic to achieve this.
You will have to be creative and think outside the box. For example, consider developing a distinctive message that resonates with your audience or delivering your content in a unique and impactful way. Content that creates a spark will not only be effective but will also be memorable, increasing its reach through word-of-mouth.
Marc Jacob’s social media campaign #CastMeMarc developed a spark when it asked followers to tag a photo of themselves with the hashtag #castmemarc for a chance to be featured in the brand’s next campaign.
Customers were intrigued and excited by the possibility of being in an ad campaign of a high-end brand. The strategy was unique, and the content incited a spark with its potentially valuable and memorable experience. Consumers often interacted with the brand and shared the campaign content, generating brand awareness.
When creating your content, remember to incorporate these three elements. By moving your audience, keeping them interested and engaged, and providing a spark, you are on your way to reaping the results of an effective content marketing strategy.