The Content Marketing Guide According to ASOS

The Content Marketing Guide According to ASOS
SHARE
THIS



If your content marketing is looking a little last season, log on to ASOS for a some inspiration, says Cirrus Media’s social media strategist Alessandra Nixon.

From ‘how-to’ hair videos to fashion news and inspiration galleries, the online retailer has set the standard for creating a broad range of engaging content around a product offering. Yes, you now have permission to dwindle away the hours perusing ASOS at the office.

James Fitzgerald, executive director of programming at social media training and research business SMK, believes there is one key question that your marketing department needs to ask when planning content marketing – what would ASOS do? At a recent seminar in Sydney, Fitzgerald used the online retail giant to illustrate the key lessons that every brand can use to inform their content marketing efforts.

Cue important content marketing wisdom courtesy of SMK, fashion tips by yours truly.

EVERYONE LOVES A FASHION FREEBIE

Do you know what people really love? Free stuff. While ASOS doesn’t give away free shoes or bags, they do offer free content. In an effort to own the relationship with their consumer, the online retailer has invested heavily in owned media. ASOS has created a highly successful online magazine, a YouTube channel packed with ‘how-to’ videos and numerous blogs about fashion, trends and celebrity news. While some posts include links to buy, a large proportion of content is just fun, inspiring information that connects with the lives and passions of their audience.

One of the biggest problems in marketing is that the customer already knows what you want to say. Your brand is a lot like the friend that only calls when they need something. Consumers have been conditioned to think that each time you get in touch with them, you’re asking for something – usually money. Think of content marketing is an opportunity to turn this around. 

MIX AND MATCH FOR A LOOK THAT IS SURE TO TURN HEADS

A classic cut suit or a little black dress are essentials of any wardrobe but neither is going to turn heads at fashion week or earn you a spot in the style pages. If you want to get noticed, you need to stop playing it safe and jazz things up a little with some on-trend accessories or a colorful print.

Likewise, a blog is a staple of any content strategy but a few text-based posts are not enough to make your brand stand out or really connect with the audience. It’s important to create a broad range of content in order to provide variety and speak with your customer through their preferred medium. Mix it up a little. ASOS understand that not everyone wants to consume written content so, in addition to a range of style blogs, the online retailer produces ‘how-to’ vides, inspiration galleries, celebrity news, an online marketplace and the popular ASOS Magazine.

THE FASHION REVOLUTION WILL BE TELEVISED

ASOS is one of many fashion brands that has realised the potential to connect with their audience and provide real value through video. The online retailer produces interviews, celebrity style guides and numerous ‘how-to’ clips for hair, nails, styling and garment care. Each product in the ASOS shop even has an associated video so you can watch your clothes walk before you buy. Apparently, some individuals have been purchasing shoes online before seeing them in action. Philistines.

The most recent addition to the ASOS YouTube channel is their ‘witness the fitness’ series. Flipping the male gaze on its head, these simple clips comprise 20 seconds of a popular male celebrity just standing about for your viewing pleasure. This kind of snackable content illustrates that creating video does not need to be difficult or expensive. You don’t need to produce the next James Cameron movie, just whip out your cell phone and start shooting. Some of the most watched clips online were recorded on a cell phone or webcam. People will put up with less than stellar production as long as the content is good.

ONE SIZE DOES NOT FIT ALL

Anyone that has attempted to pour themselves into a size too small can attest to the fact that fit is very important. One size or style does not work for everyone. Content marketing is no different.

What appeals to one person won’t necessarily appeal to everyone. It’s important to segment your audience to ensure that you provide the most relevant content for each demographic. ASOS understand that their male customers are much more likely to be interested in sports and suit blazers than spring dresses and nail art. For this reason, they have created a separate blog, Facebook page and YouTube channel to house all the male-appropriate content. The online retailer employs the same strategy with ASOS Curve, ASOS Australia and ASOS Marketplace, creating content which will appeal to each specific group of consumers. If your brand does not have capacity to manage multiple Facebook accounts or websites, try targeting posts to the relevant demographic.

If you’re struggling to find the right direction for your content marketing, remember to ask yourself: what would ASOS do? Or check out some of the upcoming courses offered by SMK. And once you’re killing it with your content marketing, it might be time to reward yourself with a new pair of shoes…

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]