More Than Promotion, “Content Marketing”

What is Content Marketing?

Nowadays, marketing is more than advertising, coming up with some promotion strategies.
According to the Content Marketing Institute, they gave content marketing a definition.

“Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Know more about the Content Marketing Institute

 

Still, a little bit confused?

Let me take Sephora as an example!

First of all, let me give you a brief introduction about Sephora in case you are not familiar with it.

Sephora is a French chain of cosmetics stores founded in 1969.

Featuring nearly 300 brands, along with its own private label, Sephora offers beauty products including makeup, skincare, body, fragrance, nail color, and hair care.

Sephora is owned by luxury conglomerate LVMH as of 1997.

The Sephora logo is a white “S”-shaped flame against a black background.

(https://en.wikipedia.org/wiki/Sephora)

BE_Sephora-logo

(Picture from http://www.blackenterprise.com/small-business/sephora-launches-program-for-female-founders-of-beauty-startups/)

What did Sephora do?

To attract those potential customers who care about fashion, beauty, latest trend, Sephora provides the latest offer and most popular products on the main page.

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Also, on the website, there is a HOW-TOS category tag.

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Consumers can find the information on how to use the makeup or the information about the beauty class. Just like the picture shows above,  when you click on the “Pocket Hairstylist,” you can find the videos teaching you to make different hairstyle according to different hair type.

More than that, next to the pocket hairstylist is the “Virtual Artist.” The consumer can download the App to try Virtual Artist, set up your information and then try on the makeups virtually.

Next, up onto the right-hand side, “Skincare Rated for You,” you can know more about the different type of skin and find out what kinds are the best products for you.

All of these showed that Sephora keeps distributing valuable, relevant, and consistent content to the customers.

Although Sephora does not have a blog just like other famous brands, what Sephora have are “Beautytalk” and “The Beauty Board.” 圖片6

Beautytalk is a forum that customers can ask questions about the makeup or seek the solutions for beauty problems. Or, they can help others answer questions or provide suggestions.

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Then, the Beauty Board is a place that people can share their appearances after applying the makeups. They need to mention which product did they use and post the photo. Others can get inspired by these photos.

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Sephora does content marketing not only on their website but also on Facebook, Youtube, Instagram, Twitter, Pinterest…..

On Facebook, Sephora will do live stream video from time to time to tell the customers what is the latest trend of beauty.

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Sephora creates an official account on Youtube to share those How-to videos.

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Providing information to the customers or educating customers are much more effective than giving special offer and promotion information.

Thus, why not try content marketing?

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