Content Marketing in Fashion Made Easy ft. Sarah Mendelsohn
As the world of beauty and cosmetics continues to evolve, so does the way that companies market their products. One of the most important aspects of any content marketing strategy in this field is to ensure that the content is relevant and engaging for the target audience. Is your content strategy good enough to be both glittery and gold?
In a conversation with Prasad Shetty, Sr. Account Executive - North America at Pepper Content, Sarah Mendelsohn, Content Director for Lancôme at L'Oréal talks about the nuances of content marketing in the fashion industry.
Here are some excerpts.
1. So let's start off with a quick introduction about yourself
I'm Sarah Mendelson. I am currently the content director for Lancôme and I've worked in content marketing for almost a decade of my career. On top of my work at L'Oreal, I'm also an influencer, so I've worked on that side of things and consulted on content strategy and development. I have over a decade of experience in content marketing.
2. What got you with this space?
When I was younger, I never knew that the job that I have now is one that exists and one that I could be in. I always really gravitated toward fashion magazines and loved all the editorial content that I saw in magazines. In my early career, I did get a chance to enter and work for some of the biggest fashion magazines in the industry and I realized that wasn't necessarily the path that I wanted to take.
My career really took off when I started working in social media and I realized I was really good at that job. Social media has such an emphasis on content and it is content that is constantly evolving and changing to what consumers engage with online. I enjoyed how fast-paced that was and being able to communicate on all these different social platforms with unique content, specific to the platform.
As I was looking to elevate my career and thinking about what was next, I realized that the part of my role that I really loved in the social space was the content portion, working on the content concepts and executing them, the whole process behind content development. So I decided to hone in more on that specific portion of social. And now I work on content beyond social media and it's inclusive of all paid media content and what goes on our website and retailers and CRM. It's enabled me to really become a very strong content marketer because now, I understand the content that performs not only on different social platforms but also on digital ones.
3. What is the most exciting aspect of being a content marketer and what is the most tiring part of it?
The most exciting part of content marketing is coming up with a content concept that really resonates. For me, that's been my current role, working on emotional content and seeing the reaction of that and being able to communicate that emotion and be able to tell a story through the content. Additionally, content that really is a solution to something.
Something in my career that happened during the pandemic was trying to keep people excited about makeup when we're inside and not really wearing as much. And being able to come up with creative ideas to excite people again was really exciting for me. I love the concept, the portion, and being able to come up with a very strong concept and execute it.
About the tiring part, I will say that when you work for a brand, you have to stay within certain lines and guidelines. I'm a creative person but sometimes in my mind, I'm thinking of concepts that may not be right for the specific brand that I'm working on.
Content marketing could be advertising and social media, but there's also content marketing that happens in several other touch points that are less creative. Something like a product page. The content that's required for that product page may not necessarily be the most exciting content. It needs to be very educational and utility based and that might not necessarily always be the most creative thing. So some of the more tactical pieces of content are really necessary for any launch, but they're not always the most exciting thing that I work on as a content marketer.
4. What do you think about the content quality versus quantity debate?
I'd say both are important, but probably quality. The thing is, if you have more content, you're just able to get more insight and data out of it because you're testing all these different pieces of content. You could see what performs better and it can help you in forming your future strategies. But, if the quality of the content is strong, you're not going to get a lot of learning out of it because you're not going to have much to test again.
"In terms of content production, I think it is important to use several different agencies, but not always the same one. So you can have a variety of different brains involved in the content and the development."
5. What are a couple of inputs that you would have for somebody who's absolutely starting off in the content marketing space?
If there's a specific field that you're interested in, do the work of looking at what content companies are posting on their social platforms, website, and emails. I guess you can't always get up if you're just starting out and you don't have the tools to understand who's winning in the market. But if you see something on retailer platforms that says something is the best-selling product, for example, then you can look more into what content may be supported.
I think that as you're starting out and looking for a role in content marketing, being able to understand the strength of content and being able to communicate what you've seen could be really helpful in getting into the space.
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