IN THE KNOW
September 2023
Content Marketing: An Underused Marketing Tactic For Jewelers
Laryssa Wirstiuk
In the world of marketing, the term “content marketing” may not initially ignite excitement. However, when you delve deeper into its potential, you’ll discover that content marketing could be the key to growing your jewelry business in a sustainable and effective way. What if I told you that content marketing is the secret to building brand resonance and the most sustainable and effective form of marketing? Now maybe I have your attention.
What’s Content Marketing?
Content marketing is all about producing and strategically building out a library of branded content directed toward your target customer. The goal is to attract customers who are ready to meet you and learn about your products. By intentionally creating and distributing valuable, relevant, and consistent content to attract and retain your target audience, you can build trust, evoke emotions, and share your brand story.
Content marketing can take on many forms, making it fun and exciting to mold it into something that works for your individual brand. And it’s scalable too, so you can do one version of content marketing in your current state of business and then expand upon that as you grow. It enables you to give to your target customers more than take from them – all with great benefit to you.
Why’s It Different?
Why’s content marketing different from other forms of marketing? It evolves directly from your brand identity and storytelling, and it seeks to communicate the story over and over, providing value. It also helps create alignment and harmony throughout all your marketing, ensuring that your message is the same no matter how a customer interacts with you.
Blogging is the most common form of content marketing. It provides a space to publish written content accompanied by images and other media to help you rank in Google search results. The text you write for the blog can also be repurposed in your email marketing campaigns and on social media, giving your target customer compelling reasons to trust you and spend time with your brand.
Besides blog posts, other forms of content marketing can be ebooks, quizzes and surveys, illustrations, graphics, informative or entertaining videos, podcast episodes, how-tos, styling guides, an education hub, gift guides, a glossary of terms, FAQ pages, and more.
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A Long Game With Worthwhile Results!
This isn’t a quick fix though. Content marketing is a long-term strategy, requiring commitment to the “long game”. It can potentially be more effective than advertising, especially when pursued as a long-term strategy, or even working alongside advertising.
While content marketing requires a long-term commitment, it can yield worthwhile results. Unlike advertising, which often interrupts the customer’s experience, content marketing targets those already interested in your products or services, positioning you as a trusted resource. This strategy remains effective even during economic downturns, as it continues to build trust and customer relationships, regardless of external factors.
How to Make Content Work for You?
To make content marketing work for your jewelry brand, consider your strengths and available resources. Can you commit to regularly updating a blog, creating videos, or producing educational content? Choose a form of content marketing that aligns with your capabilities and interests, allowing you to sustain your efforts for at least one year. Additionally, embrace organization and project management tools to stay on track and meet deadlines.
Lastly, don’t forget to revisit your target customers and their specific needs. What content would delight, inform, support, and captivate them? By continually refining and optimizing your content strategy, you can position your brand as a trusted authority, ensuring that when customers are ready to make a purchase, your jewelry brand will be the one they choose.
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So, embrace the power of content marketing and unlock the potential for growth and success in your jewelry business. By investing in a well-crafted content strategy, you’ll connect with your audience on a deeper level, foster lasting relationships, and solidify your position in the competitive world of jewelry brands.
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