Fashion and content

  • In the past year, 40 percent of YouTube users turned to the platform to learn more about a product before they bought it. – Google
  • 52 percent of consumers are likely to switch brands if a company doesn’t make an effort to personalize communications to them. – Salesforce
  • Within six months after an omnichannel shopping experience, customers logged 23 percent more repeat shopping trips to the retailer’s stores and were more likely to recommend the brand to family and friends more so than those who used a single channel. – Harvard Business Review
  • In 2021, 53.9 percent of all retail e-commerce is expected to be generated via m-commerce (i.e., on mobile devices). – Statista

And when interacting with brands in between purchases, they’re looking to be inspired, entertained, and informed.

Fashion Content Marketing 2018: Top Trends + Leading Brands

Tips to boost content reach


GUTE-URLS

Wordpress is loading infos from sproutsocial

Please wait for API server guteurls.de to collect data from
sproutsocial.com/insights/conte...

9 Content Amplification Tactics to 10x Your Reach

9 tips to improve your content

Open doors…

  1. Your content is the same as that of everyone else in your niche: This is why competitive analysis is so important.
    If you’re doing the same thing as everyone else, how do you expect to stand out?
  2. You have no real message: You need to know what your unique voice
  3. You don’t follow best practices and stick to the quick wins
  4. You never collaborate: this is the fastest path to growth. You need to collaborate and spend more time getting your content seen elsewhere
  5. You don’t understand your audience: Watch your content. See what gets the most engagement. And then pivot and get rid of the things nobody is Liking, Commenting on, or Sharing.
  6. You aren’t consistent: … it takes time
  7. You make today what you made yesterday: show progression, they want to grow with you. They want to see you improve. They want to know they are following someone or something that is headed in the “right direction.
  8. You don’t provide enough value with your content
  9. You don’t teach people anything: you are helping enrich their lives with information. If you aren’t teaching them something new every day, they have no reason to pay attention to you.

Purpose, content and social media

Great research on how to take a stand on social media as a brand. And the impact of the CEO on this subjects. (last half of the research)

  • People want brands to take stands on important issues, and social media is the place for it. Two-thirds of consumers (66%) say it’s important for brands to take public stands on social and political issues, and more than half (58%) are open to this happening on social media – the top channel for consumer receptivity.
  • Brands can’t change minds, but they can effect change. Sixty-six percent of respondents say posts from brands rarely or never influence their opinions on social issues. Rather, respondents believe brands are more effective on social media when they announce donations to specific causes (39%) and encourage followers to take specific steps to support causes (37%), such as participating in events or making their own donations.
  • Liberals are galvanized by brands that take stands, while conservatives are indifferent. Seventy-eight percent of respondents who self-identify as liberal want brands to take a stand, while just about half (52%) of respondents who self-identify as conservative feel the same. Likewise, 82% of liberals feel brands are credible when taking stands, compared to just 46% of conservatives.
  • Relevance is key to reception. Consumers say brands are most credible when an issue directly impacts their customers (47%), employees (40%) and business operations (31%).
  • Brands face more reward than risk. Consumers’ most common emotional reactions to brands taking a stand on social were positive, with intrigued, impressed and engaged emerging as the top three consumer reactions. Likewise, when consumers’ personal beliefs align with what brands are saying, 28% will publicly praise a company. When individuals disagree with the brand’s stance, 20% will publicly criticize a company.

3 Content trends 2018

  1. Manipulated outrage and raise above the clickbait
  2. Brand stand: “what you believe as a company has to be front and center in everything your company does.” most consumers (66%) think it’s important for brands to “take a public stand on social and political issues.
  3. Back-storytellingone of their greatest assets to inspire loyalty from customers and employees alike can come from taking people behind the scenes of their brand and history.

How to Use Non-Obvious Thinking to Create Better Content

 

Great Ads and Stories

“It sounds like a revolution,” Cooper said during a SXSW keynote. “Large corporations don’t like revolutions. They like predictability. They like incremental growth.”

But those corporations are quickly changing their tune. They’re realizing that the most effective way to find a hit is to strategically create content, test how it’ll connect with audiences, and then optimize the approach based on what they learned. Because if you’re going to spend millions to put your story in front of people, you better make sure it’s a story they’re going to love.

 

High quality content

high-quality content, regardless of the subject, meets most of the following standards:

  • Provides value to readers by offering information about a topic they care about or are looking for
  • Has purpose; it informs, educates, entertains, inspires
  • Is original and brings new ideas and perspectives to the conversation
  • Has credibility and offers insight
  • Triggers an emotional response
  • Is well-written and grammatically correct

How a Journalist Constructs an Article that Google Will Love

 

Podcast content

Podcast on content

 

Deze aflevering draait volledig om het ontwikkelen van je contentstrategie. Fleur Willemijn van Beinum werkte voor grote partijen als KLM, Delta Lloyd en eBay. Tot voor kort zat ze bij Unilever als Global Content Strateeg. Momenteel ad interim bij ABN Amro als Social Business Strateeg. In haar loopbaan is er een gemeenschappelijke deler te ontdekken: content.

Shownotes te vinden op:
podcast.wayneparkerkent.com/fleur