How Luxury Brands Are Using Content Marketing
Now that we’ve explained what content marketing is, how do luxury brands use it?
Like with many other forms of marketing, a content marketing campaign begins with audience segmentation. When introducing your luxury brand to consumers, you want to ensure you reach out to only those who are the most receptive. These people may already treat themselves to other luxury products regularly, so they’re more willing to spend on these goods, perhaps even buying yours.
If you use customer relationship management or CRM software, then you can easily queue up a list of all your contacts in one convenient place. From there, scoring your leads based on their behavior acts as a good indicator of those you might want to focus on.
For instance, when a lead subscribes to your newsletter, opens your emails, visits your blog, or follows you on social media, they earn points for a better overall score.
Those are the leads you want as customers.
These prospects don’t always skew older, either. We recently wrote an informative post on luxury brand target audiences, which you can read here. This audience includes Generation Z, today’s current youngest generation, as well as millennials and some older consumers who straddle the line between millennials and Generation X.
When you know your audience, you can begin crafting your content marketing campaign.
As an example, data has found that millennials quite enjoy videos. They also prefer seamless, interactive experiences, something else to keep in mind.