An effective fashion eCommerce content marketing strategy can help your online fashion store to attract more leads and traffic for free!
The efforts in implementing a fashion eCommerce strategy are directed towards driving genuine, qualified, and targeted leads that can help in the growth and sales of your online business.
It is a better and cheaper way to improve brand awareness, promote your products, and find targeted loyal customers. It’s way cheaper than running ads and is more promising to deliver long-term benefits.
So, what are the best practices for fashion eCommerce content marketing strategy? Let’s get started.
14 Best Fashion Ecommerce Content Marketing Strategy
1. Determine where your target audience is
To implement your fashion eCommerce content marketing strategy in the right way, you must first determine on which platforms your target audience is available. If your target audience is available on Instagram and you put all your efforts into marketing your content on Twitter, it doesn’t make any sense.
Now, I ain’t just talking about picking the platforms, I am talking about digging deep. Find out if there are any particular fashion blogs or magazines they rally around. Are there any youTube channels or influencers they follow?
You’ll need to learn about their interests, culture, desires, and types of trends they are most fascinated with. In a nutshell, you’ll have to become one of them. You’ll have to learn their language to interact with them in the easiest way.
This isn’t easy, and that’s where most business owners give up and feel satisfied with just knowing the channels. But at the same time, this is also the most fruitful part. If you put in the effort to complete this step, then you’ll be able to conquer every fashion eCommerce content marketing strategy effectively.
2. Create a content calendar
Most businesses feel overwhelmed with daily postings and content creation. Without a clear content calendar, you may feel lost sometimes and the sudden break in your content creation can cause a huge impact on your overall strategy.
Creating a content calendar is the best way to stay organized and ahead of time. A content calendar helps you schedule your upcoming posts and keep track of the previous posts.
This will not just help you plan but also be always available with the content. I’d recommend you create your content calendar quarterly so that you’re always ready with the most trending content of that time.
Here are a few things for which you need to create a content calendar:
- Blog posts
- Social media posts
- Video content
- Podcast content
- White papers (could be created half-yearly)
Here are a few things that you should include in your content calendar:
- Time of publication
- Date of publication
- Title of the content topic
- Status of content completion
- Content completion deadline
- Name of the author
You may use Excel, Google Drive, or use tools like Loomly to create a content calendar.
3. Write engaging fashion blogs
Most people who love fashion love reading about it. The number one aim of starting a fashion blog on your website is to generate traffic.
As per OptinMonster, businesses with blogs experience twice as much traffic and 97% more links to their website than the websites who doesn’t have blogs.
Creating engaging fashion blogs is the best fashion eCommerce content marketing strategy to generate more traffic, increase brand awareness and visibility, attract more leads, and build trust.
4. Work on your fashion magazine and lookbooks
When we say fashion, it automatically gets associated with lookbooks and magazines. It’s a great content marketing strategy to start at least a digital magazine where you can showcase your values, designs, and products, and tell stories.
Creating a fashion lookbook can help you display your fashion styles, seasonal looks, outfit ideas, and inspire people to adapt your fashion and be your customers.
Similarly, a brand with a magazine is also a brand more professional, dedicated, and growth-driven. So work on your fashion magazine to attract more target audiences and increase brand credibility and awareness.
Think of more ways in which you can talk more than just about fashion. Talk about:
- Current trends
- Fashion news
- DIY ideas
- Styling advice
- Grooming advice
- Celebrity or influencers gossip
You can also start featuring user-generated content in your fashion magazine to allow more people to participate in your content marketing strategy.
5. Collaborate with the right influencers
Influencers are those skimmed trendsetters that thousands of people follow. Their followers tend to listen to their advice, try their recommendations, and love watching their content – these are the very few reasons that explain why they are ‘following’ them.
So, if you’re trying to connect with a large group of audiences interested in your niche, then why not collaborate with the right influencer relevant to your niche? This single influencer can lure its whole audience towards your fashion eCommerce.
Once you collaborate with the right influencers, you can use them to reach your target audience, boost your brand visibility, display your products, and gain a lot of potential customers.
Build an influencer marketing strategy where you can collaborate with them and ask them to talk about your created content like blogs, magazines, lookbooks, or your social pages to drive traffic there. The influencers might collaborate with you if you:
- Offer them a commission or incentives
- Direct money
- Offer your products for free
However, remember that you choose only the influencers relevant to your niche and they are popular enough to reach a large number of audiences.
Also, convincing these well-known influencers can be tough. So, make sure that you are very genuine with your approach and dedicatedly explain your brand to make them feel excited to work with you. Only money is often not the solution, especially when you’re working with professional influencers.
Finding these influencers could be hard, but you can read our guide to finding influencers using a few influencer marketing tools.
6. Go wild with social media
Social media is the most effective tool for every content marketing strategy. It has so much potential, especially in B2C industries like fashion eCommerce.
More than 4.65 billion users are already active on social media and these users are hungry to consume good content and you must be ready with it. Social media gives you an open platform to market your brand, products, and services, interact with your target audience, find new customers, and even sell your fashion products on social platforms.
Did you know that more than 30% of the eCommerce businesses are already selling on social media?
Leveraging social media is one of the best fashion eCommerce content marketing strategies. And for this niche, the most powerful social platforms are Facebook, Instagram, and Pinterest.
Instagram is loaded with features that can help you build a strong content marketing strategy. Make sure that you create your business page on Instagram to get started with content promotion.
Once we’re done with account creation, the first step we start with Instagram posts.
Instagram Posts: Instagram posts is the most common content marketing feature that you can use to:
- Share the insights about the blog you published
- Share an infographic
- Share the release date for your magazine
- Give a sneak peek into your magazine
- Announce offers and discounts
- Inform about any competition
Instagram Reels: Instagram Reels are almost like TikTok. You can create short videos to engage your audience. Since the audience today have so much content to consume, they have a very short attention span. And, Instagram Reels is one of the best content marketing strategy features as it doesn’t take too much of their time.
In a very short period of time, you can catch their attention and talk about your brand. Here are a few examples about which you can create targeted Instagram Reels:
- Share a short section of the podcast you created
- Share the short section of an interview you did
- ‘How-to-use’ videos
- New product release
- Upcoming product trailers
- Explain the details about your product in a brief
- Behind the scenes of your company
- Behind the scenes of product making
- A DIY idea
- A quick fashion hack
Instagram Stories: Your followers can view your stories for 24 hours. You can simply reshare your reels or posts on your stories. Sharing Stories is a quick way to notify your followers and quickly give them an insight into what you’re up to.
Instagram Live: Another great content marketing strategy to promote your brand and products is to go live on Instagram Live. Going live is becoming very popular and more and more people want to engage with it.
As soon as you go live, Instagram sends a notification to your followers so that they can join you. You can promote your products as well as the content you created. You can encourage the viewers to check out your reels, blogs, magazines, and products.
This will aware of what you’re doing, what content you’re offering, and where to find it.
Use all three features and use them to cross-market each other. This way, you’ll just have to create content once but will be able to share it in multiple ways.
Facebook is evergreen and is the biggest platform to reach out to your target audience for fashion eCommerce. It has almost similar features to Instagram. You can share posts and share videos through Facebook Short Videos.
Again, you do not need to create content exclusively for your Facebook content marketing strategy unless you want to. Otherwise, you may reshare the same content you shared on Instagram.
The next great content marketing strategy for fashion eCommerce is to use Pinterest. Pinterest experiences monthly traffic of 433 million users. It is one of the biggest social media platforms where users come to seek ideas and inspiration. And, it’s the only platform that allows visual search results.
So, if you’re using Pinterest for your fashion eCommerce content marketing strategy, then get ready to be creative because it’s all about visuals. You can post Pins, and short videos, and create mood boards.
The best part of Pinterest is that whatever content you create, you can provide a direct link to your users to reach the original source. So, if you’re sharing a fashion blog, infographic, or video, you can directly place a link in your post for users to come and visit you on your website.
7. Become more visible with other platforms
Many brands including you are trying to stand out on the popular social platforms mentioned above, and, it’s necessary too. But, most brands forget about focusing on other potential platforms that can effectively boost growth.
Now, don’t be one of them and make these platforms an important part of your content marketing strategy.
Quora is kore like a community of everything and everyone. Broadly, it is used to ask questions and give answers. This platform accommodates all types of niches and industries and it is made for regular people seeking answers.
You can use this platform to make your place and improve brand visibility. Here’s what you need to do:
- Create an account with your business name
- Join communities in your niche
- Answer questions in your niche
- Share your content in the posts
The more you gain credibility there, the more people will know about you and will get in touch with your brand.
You must already be aware of Reddit – thanks to the loudmouths there! Using Reddit is an amazing content marketing strategy because people on Reddit are very engaging and they’re up for every interesting talk.
You can find most of the B2C audience on Reddit chattering about your niche. So, why not interact with them directly? If you can use it right, Reddit is a very powerful platform to find your target personas and improve your brand visibility to get more customers.
You want people to know about you, then get talking about yourself. Podcasts are increasing day by day. People are listening to podcasts while cooking, working, commuting, relaxing, and in every other way.
More than 400 million internet users are listening to podcasts. Your podcast can be used to improve your brand awareness, influence people to buy your products, and encourage them to consume your content.
Being a fashion eCommerce, there are so many things that you can talk about like:
- How to carry an outfit
- Why your products are better
- What other content you’re producing and why
- What is the hack in your niche
- How your brand is developing
- What’s new in the niche or your business
- What are the common etiquettes of fashion
You can break down each topic to come up with multiple ideas or ask your listeners and followers directly about what you should talk about next.
A quick reminder after reading o much of this article: We are talking about content marketing strategy.
Now, in content marketing strategy, it’s all about utilizing different content-sharing platforms to support each other. So, now that you’re creating podcasts, it’s time to talk about it on your blog, in your magazine, and on other social media platforms.
Similarly, you’ve got to talk about your posts, blogs, and magazines in your podcast too. However, you need to be smart to determine when and when not to cross-market your content. It’s not always necessary that your every piece of content revolve around other pieces.
4. Guest blogging
You’re blogging when you’re writing for your own website. But you’re guest blogging when you’re for another website.
Guest blogging is an incredible fashion eCommerce content marketing strategy. When you do guest blogging, you get a stage to expose yourself to the audience coming to those other websites.
You can write about anything related to your niche and insert a link back to your website. This way, the readers of that website can read your insightful post and can directly come to your website too whenever they click on the link you mentioned in that blog.
A few things you’d like to remember when guest blogging are:
- The site must be of your niche
- The site is accepting the topics you would write about
- The site is allowing you to place your link in the blog (follow or no follow)
If the website is not allowing you to mention your link, then there’s no point in writing for that website for your fashion eCommerce content marketing strategy.
You get started with guest blogging by:
- Finding the website you want to write for and finding their email address to discuss the same
- Finding a website that is already open for “Write for Us” through an automatic application
- Finding a website that openly allows you to write like Medium
8. Leverage user-generated content
UGC or User-generated content is the most powerful content marketing strategy for fashion eCommerce. It is because, people may not trust so fully on what an owner of a brand says, but they’d freely trust the words of a consumer who has already used the products of that brand.
It has a similar effect to word-of-mouth publicity where the buyers feel more comfortable and confident with a brand that has been tested by other buyers like them.
Thus, interact with your audience regularly and allow them to share their experience with your brand and products.
For example, you can ask your consumers to wear fashion apparel of our brand and share the images on their social media along with tagging you in the posts. This way, other users reaching that post can verify if your product is actually worth buying.
Clothing hauls like SheIn haul or forever21 hauls are the best examples of user-generated content.
The most common type of UGC is product reviews. They could be on social media or your websites. These product reviews and feedback work as the best UGC to build credibility
So make sure that your customers are actively giving reviews.
Most of the user-generated content is not even intentional from either side such as a user posting an image while drinking Coca-Cola or flaunting their Nike shoes. The user is not intending to promote the brand nor does the brand has asked the consumer to do so.
9. Create a video marketing strategy
93% of marketers confirm that videos help in improving brand awareness and 86% agree that videos help in generating new leads.
But this is not just about leads and awareness, it’s also about engagement. Humans understand 60% better when they consume content in the form of videos.
When it comes to fashion, videos allow. you to express yourself more in a better way. This makes video marketing an excellent part of fashion eCommerce content marketing strategy.
You can create videos of every length and type explaining fashion, lifestyles, advice, products, ideas, values, and more. The best platform to leverage this strategy is YouTube. It is used by millions of users and has great potential to bring traffic to your videos.
10. Create an email marketing strategy
An email has always been the best way for businesses to stay in touch with their customers and distribute content.
All your blogs, magazine, podcasts, and videos can be shared in your email newsletter. You should know that more than 73% of customers prefer email to be their number one source to get updates from a brand.
Create a targeted email list and add personalization to your emails before reaching out to them. Address each of your customers with their names in the email and only share your content with the customers who are likely to be interested in it.
Initially, you’ll not know what customers like what, but with time and tracking, you’ll be able to distinguish between their likes and dislikes.
You can also share an email with your customers asking them to choose between the genres like product updates, fashion gossip, or DIY ideas. Based on their choices, you can create different email lists for different genre interests.
This will reduce the unsubscribe rate of your newsletter and provide your customers with content only they are interested in. The best way to track the performance of this content marketing strategy is by:
- Tracking the number of sign-ups
- Tracking the number of open rates
- Tracking the unsubscribe rate
- Tracking the action rate
11. Define your linkable assets
You must create linkable assets for your content marketing strategy. Linkable assets are designed to make them publicly available in order to attract attention and links. They are created to catch the eyes of the influential people in your niche. They could be media outlets or publishers.
Linkable assets are shared in social communities and linked regularly because they strongly connect with your target audience. It could be other brands or competitors that might want to use your resource and for that purpose provide you the credit through a link.
The linkable assets can be:
- An infographic
- White papers
- An in-depth article
- A precise video
- An interview
Thus, these are the potential resources that can help you get links even without asking.
12. Identify the lead magnet resources
You might experience thousands of visitors coming to your website but not all of them are signing up. And, that’s where you need lead magnet resources to convert those visitors into subscribers.
Your lead magnet resources would be the things in exchange for which your visitor will give your email addresses. These could be:
- An eBook
- A fashion guide
- An exclusive lookbook
- An exclusive DIY tutorial
- Exclusive blogs, videos, or magazine content
You can also reach out to influencers or other influential collaborators to tell them about what you’re giving away to give an extra boost to your content marketing strategy. This will allow you to spread the word about your linkable assets through people who already have an influence on others.
13. Create less, market more
Content marketing strategy is just about two things – content and marketing. But when marketing the content, your focus should be more on promoting the content.
Since the beginning of this article, I’ve advised you to repurpose the same content for different platforms. There’s no point in creating content separately for YouTube, Instagram, Facebook, or Pinterest.
The videos that you create for YouTube, their snippets can be used as TikTok, Reels, or Short videos. The podcast can be turned into a video and it can be shared in a post on social media.
If you’re creating tons of content but not distributing it, then you’re just doing content-killing. There’s a four-step process you need to follow:
In this, the third step is crucial for your content marketing strategy. If you remove it, the other three are of no use. Thus, make sure that whatever you produce, you first distribute it in at least the ways mentioned above.
14. Never forget SEO
Putting this at the end of this article indicates that whatever you do, it all comes down to SEO. No matter how much content you create or distribute, if you’re not following the best SEO practices, you’re not moving in any direction.
SEO is the core of your fashion eCommerce content marketing strategy. Integrate SEO for each type of platform and marketing strategy you pick. It includes social media, blogs, magazines, videos, and even emails.
Make sure that:
- You’re well aware of the primary keywords in your niche
- You know the keywords your users are using to reach your products
- You understand the search intent
- You’ve determined the keywords your competitors are focusing on
Once you get the idea of these basic keyword metrics, you’ll be able to integrate SEO into your content marketing strategy. Two important tools that you can use to find keywords in your niche are Google Trends and Google Keyword Planner.
Employing an effective fashion eCommerce content marketing strategy can help you improve brand visibility, attract more leads, convert, more customers, and expand your business.
Follow these 14 best fashion eCommerce content marketing strategies to build a strong foundation to promote your brand.
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