When I was a young Warthog
I was driving with my daughter the other day and we were reminiscing over an episode of New Girl which is one of our favourite shows. There’s an episode where Bear Claw And Jessica Day perform a musical called Woodland Creatures. It had us laughing and I randomly started singing “When I was a young Warthog” thinking that it was part of the musical. Much to the dismay of my daughter and protests it turns out it was actually a scene from Disney’s The Lion King performed by Pumba. How I got them mixed up I’ll never know. So what does this have to do with business success and growth for Luxury Brands?
Well it got me thinking, if I really was a young Warthog again, being 44, and 18 years into my business, what would I do differently or what advice would I give business owners that are either starting out or have limited time or limited budgets? What’s the one thing I would concentrate on to grow my leads, my website traffic and future proof my business?
The One Thing!
Reflecting on my years in the luxury good industry, the one thing that trumps all as a long term strategy for growth is content creation. As far back as 1996 Bill Gates coined the term Content is King. Here's why:
It Builds Authority and Trust
In the luxury market, establishing your brand as an authority is essential. High-quality, engaging content allows you to showcase your expertise and unique value proposition. By consistently delivering valuable information, you build trust with your audience, positioning your brand as a leader in the industry.
It Generates Traffic
Effective content creation is a powerful driver of website traffic. By optimising your content for SEO, you can improve your search engine rankings, making it easier for potential customers to find you. Regularly updated blogs, insightful articles, and captivating multimedia content can attract a steady stream of visitors to your site.
It Engages Your Audience
Compelling content not only attracts visitors but also keeps them engaged. By understanding your audience’s interests and pain points, you can create content that resonates with them, encouraging longer site visits and higher engagement rates. Interactive content, such as videos, quizzes, and social media posts, can foster a deeper connection with your audience.
It Generates Leads and Sales
Quality content is a crucial component of your sales funnel. By offering valuable resources, such as ebooks, whitepapers, or exclusive insights, you can capture leads and nurture them through personalised email campaigns. Content that highlights the benefits and features of your products can guide potential customers through their purchasing journey, ultimately driving sales.
If I had started writing just one blog a month when I started Lionsorbet I would have over 180 article driving good quality traffic to my website. Today is the best time time to start.
"For luxury brands, quality content isn't optional, it's essential. It builds authority and drives traffic and sales."
Steve Irvine - CEO Lionsorbet
Content Creation Made Simple - A step by Step guide
I hear too often, “I don’t have time”, “I’m too busy”, “I have no budget”, these are all excuses that will lead to nowhere, into business mediocrity. Shift your thinking to making time, or hiring someone to do it for you. That’s your only decision. Once you have decided follow this simple plan to create and share great content. I’ll keep this less technical for now. If you want a more in-depth technical SEO Guide to Blog writing view our Ultimate Blog Post Checklist
Step 1: Write a list of all of your services and product areas. This will give you a focus of what areas to start writing about.
Step 2: Go to ChatGPT and write a sentence such as “I am a business owner that runs an Ecommerce business selling Luxury Watches and High End Diamond and Gemstone Jewellery. Can you write me a list of 10 high ranking SEO article ideas for my business that are engaging and will build authority within my brand” Tailor this to your business and niche.
Chat GPT will outline some article ideas, descriptions and helpful keywords to help you craft your article
Step 3: Review the article titles and descriptions. Are there any that stand out to you that feel you know a little more about. Can you write something here that can add value.
Step 4: Build a content plan for the next three months. List all of the article ideas that you are going to write and how often you are going to publish on your website. For Luxury brands with little or no content I would suggest weekly, for established brands with lots of content you can post less often. Schedule your time around these article creations.
Step 5: Write your article either directly in your blog or in a word document for better editing. I prefer writing directly in my blog so that I can link out and and in images where necessary. Use Chat GPT or other AI tools to help you formulate your blog post, give you title ideas. Be sure to add you own words and comments, experiences or ideas.
Step 6: Add images where you can. Use sites like Unsplash or Pexels for free images. Don’t overthink it. Name your images to match what the blog post talks about. This was they will appear in Google Image search too.
Step 7: Give your article an SEO Title and a Meta Description. This is important and will generally be in the settings of your blog post. In Shopify they are at the bottom of the page. Make the Title and description ultra targeted to what the post is actually about and use keywords that are relevant to your business.
Top result for “Fashion Trends for 2024” showcases an example meta title and description
Step 8: If you can and know how to do it, link some keywords in your blog post or page to important parts of your website, such as collections and or other blog posts. This creates some nice internal linking and helps the pages get indexed in google. Don’t link to many times and link words that match the page they are being directed to if they click.
Step 9: Be sure to Index your page in google console. Make sure you have a Google Console account and your website is verified. Submit each new page or blog post to Google Console for indexing. This not only ensure it is indexed but that is shows up in Google Search quickly to start gaining traffic.
Step 10: Share your new blog post on Linkedin with a nice quote and a link to the new article. Social sharing is a great way to get links back to your post but also build engagement and a following.
Step 11: Post the article on Facebook and Instagram with links back to your post for easy sharing and reading.
Step 12: Pin any images in Pinterest with links back to your blog post directly.
Why Content Creation is Important for Luxury Brands
Content creation is vital for luxury brands because it builds credibility, drives traffic, and increases sales. By consistently producing high-quality, engaging content, luxury brands can establish themselves as industry leaders, attract and retain a loyal audience, and improve their search engine rankings. This not only enhances the brand's online presence but also fosters trust and confidence with potential customers. Effective content creation transforms your digital strategy, making it easier to reach your target audience and achieve long-term business success.
Need Help Building a Content Plan?
We work with luxury goods retailers to advise on their SEO and Digital Marketing Strategy, helping them put a plan together to obtain consistent growth in traffic sales and enquiries.
