If you’re a regular reader, you already know that lately we’ve been taking a look at the content marketing practices and mindsets of our Kapost Top 50 Content Marketing Brands. Today, we’re continuing that series with a glimpse into the content marketing practices and strategic thinking of a brand whose aesthetics surprise and delight: Anthropologie.
Before we talk about what Anthropologie is doing, though, let’s talk a little about brand, which is, of course, an important foundation for any company’s content marketing efforts…
The Foundation of a Strong Brand
Just like Red Bull—another of our top 10 content marketing brands––Anthropologie starts with a strong and well-defined brand personality. They’re cool, stylish, beautiful, charming, and creative. If the brand was a person, it would be that inspiring, fashion-forward girl that every twenty- and thirty-something really wants to be friends with. You know the one: a DIY genius with an eye for vintage chic.
The point? Anthropologie knows not only who their audience is, but also who they want to be and how they want to feel. And they’ve created a brand that resonates deeply with those things.
So, what tactics are they using to communicate their brand, connect with their audience, and knock their content marketing home run out of the park? Well…
The Anthropologie Blog
The Anthropologie blog reads like advice from your coolest friend, full of DIY ideas, travel inspiration, and, of course, all things style. As with everything else they do, Anthropologie’s blog is first and foremost visual and on brand. In fact, the main blog page seems to have taken a leaf from Pinterest’s book, leading with strong, inspiring images nestled together, each leading into their own blog post.
Not surprisingly, Anthropologie has an active presence on the visually sensational social media network, Pinterest, home of like-minded DIY and style-lovers around the world––a perfect audience for the brand. Like their blog (and everything else they do), their Pinterest account is perfectly on brand and, of course, visual.
Equally visual, less expected, and very smart, Anthropologie is also on Instagram, where they’ve earned over 550,000 followers.
The Offline World
The internet isn’t the only place Anthropologie is flexing their marketing muscles and staying on brand. Store events, consistently beautiful and on-brand store displays and in-store content, and a continued presence in print are also important components of this content marketing giant’s marketing ecosystem.
A Peek Behind the Curtain
So, what can we learn just from looking at Anthropologie’s successes? Here are a few things (which might look familiar if you’ve been reading about all our top content marketers):
1. Know your audience. Know not only who they are, but also what they want to feel and who they want to be.
2. Go visual. For brands as diverse as Anthropologie and Red Bull, visual representations are knocking their results out of the park.
3. Create an experience. Your website should match your blog, which should match your store displays, which should match your Twitter branding. Consistency reinforces brand and builds trust.
4. Above all, know who you are as a brand.
What do you think of Anthropologie’s content marketing?
As usual, we’d love to hear from you. What do you love about Anthropologie’s content marketing? What will you be taking into your own organizations?