For online apparel retailers, content marketing delivers measurable business results by addressing some key industry challenges. Let’s take a deeper look at each area.
Standing Out in a Saturated Marketplace
The fashion e-commerce space sees constant entry of new brands and stores daily. With so many options, standing out is difficult. However, content kept consistently shared across owned channels keeps products and brands top-of-mind amidst the noise. Product spotlights, trends reports, and shopping guides regularly showcase styles and educate audiences on new arrivals and insights. This sustained prominence drives increased consideration over competitors.
Inspiring Consumer Purchase Decisions
As a highly visual category, apparel shopping requires inspiration to spark real interest. Gallery posts of curated outfits, weekly “Outfit of the Day” roundups featuring key pieces, and extensive lookbook pages on the site use strategic imagery to visually tell the brand story and move prospective customers further down the funnel. Styling suggestions show pieces in context to ignite desire in browsers.
Improving Customer Acquisition Funnels
With acquisition costs constantly rising, efficiently reaching qualified potential customers is crucial. Targeted email and retargeting ad campaigns promote optimized shopping guides for relevant seasons or trend reports for top-selling categories. Linking to these offers from social profiles enhances visibility. The goal is to attract audiences already researching the brand’s specialty to complete purchases.
Boosting Search Engine Optimization
By publishing evergreen, optimized how-to articles and data-rich trend studies monthly if not weekly, brands seed internal pages and fresh externally linking content. This ongoing activity signals relevance to search engines. Tags and structured data also ensure products and category pages are easily discoverable. The cadence maintains natural placement for long-tail keyword phrases.
Addressing Seasonality Pressures
Hitting publishing milestones aligned with back-to-school shopping surges, Black Friday/Cyber Monday boosts, and pre-holiday gift guides calls customers to action precisely when they’re most receptive. Livestreamed trunk shows or countdown calendars add interactive elements during peak windows. Strategic buffers also prepare for off-season focus on retaining browsing audiences.
Enhancing Lifetime Customer Value
Nurturing a loyal subscriber database demands giving value beyond transactions. Retention-oriented content like fabric identification resources, detailed measurements, and exclusive coupon-paired newsletters trigger reorders and foster higher lifetime spend. Establishing the authority to depend on for all apparel needs increases advocacy.
Leading online clothing retailers directly correlate optimized content strategies with increased organic traffic, higher conversion rates, repeat purchases, and expanded annual revenues as a result. The impact of addressing industry challenges in these focused ways yields measurable ROI.
