Investing in content has become a serious challenge for fashion and beauty brands. The challenge, for both emerging and established brands, stems from the initial setup of streamlined content operations.
By following a strategic, creative, and operational approach, a brand is capable of delivering internal content capabilities.
Strategic: A strategic approach to consider early on is identifying what role the content will play, as it relates to the brand’s overall business objectives. Making content strategy part of the overall business strategy seems to be easier said than done for brands. The blame typically falls on secluded organizational setup and lack of clarity with content mandates. However, approaching content use in a strategic manner can result in success. Successful practices include focusing on attracting new customers by highlighting the existing members in ads, provide content on community events, and enforce repeated product purchases.
Creative: Content should convey a brand’s visual and verbal language. A brand visually delivers it’s language through packaging, product descriptions, stores, and websites; while its verbal language is achieved through a brand’s experience, message, voice, and position. It is important that these elements are clear and consistent across the existing efforts of a brand. Industry challenges, such as isolated organizational setup and obscure content directions, seem to be common barriers for brands. However, these challenges are easily blamed and, with the right approach to content, easy to overcome. Having a well-indicated approach to content that derives from a brand’s overall mission, enforcing a compelling brand position and identity, and focusing on sustaining its differentiation, are critical practices for growth.
Operational: For content implementation to be successful, it is imperative to have the proper organizational structure and processes in play. A brand should focus on an organization that fits around the concept of content and within the global business organization. This development involves defining and discovering resources that are properly set up for the brand’s overall business optimization. Implementing the proper people and technical resources, adopting a method and roadmap to eliminate bottlenecking, and creating guidelines that indicate success metrics allow for streamlined operations.