6 Content Marketing Tips for Home Furnishings Brands
When it comes to content marketing, home furnishings brands have a built-in advantage over many other retail sectors. Home furnishing is naturally visual by nature, and social media has made the sharing and curating of looks and styles easier than ever.
But if you want to establish yourself as a decor destination, visual content alone isn’t enough. You need great stories too.
By offering great written content — such as blogs, e-books, bylined articles, and social media updates — you can put your home furnishings into context and show people how it can fit into their lives.
And there’s no better way to build trust. Redecorating a house or purchasing a new piece of furniture can mean spending quite a bit of money, and people want to have confidence in the brands they buy from. By creating high-quality written content, you show you understand what they are looking for and how their lifestyle impacts their decision.
Here are six tips for creating compelling copy consumers will love:
1. Get inspired
One brand that really knows how to make written and visual content work together is Wayfair. The great editorial content on their site includes advice, how-tos, and galleries displaying their products in professionally decorated rooms. In addition to making that content available on the site, they cross promote it using powerful visuals on short-format platforms like Twitter, as well as image-centric sites like Pinterest.
2. Keep it coming
People won’t keep coming back to read a repackaged version of the same old thing. When it comes to decorating, they want new ideas all the time, so keep things fresh. Luckily, home decor is an area that offers a nearly endless range topics and ideas to write about:
- Write a blog post offering advice on how to choose the right decorator
- Create a series on the best lighting for different rooms
- Post tips on furniture arrangements
- Publish an ebook on different styles or eras in home furnishing
- Share decor news like the hot new paint colors for the season
Keep your subject matter fresh and varied, and you’re more likely to get linked to and discovered by readers. Don’t forget to add a catchy title, like “10 Ways to Go Midcentury on a Budget” or “Is Your Kitchen Country or Quirky?”
3. Share your know-how
One reason that people may hesitate when it comes time to redecorate is that they don’t know how to achieve the look they’ve seen online, in the magazines, or on TV. That’s great news for you, because you can teach them! From news on the most recent trends to step-by-step tutorials on how to create a particular look, your written content gives you the opportunity to develop your own customer base. When you do that effectively, you establish your brand as a thought leader — someone who knows the industry, who can make knowledgeable recommendations, and whose insights have real value. You also increase the size of your potential market by helping people feel more confident about their decorating skills.
4. Stay relevant
The home decor industry is driven by trends, so it’s a given that your content needs to keep up with them. It’s not just about reporting on the new and popular, however. Staying relevant also means understanding your customer base.
- Are they newlyweds setting up their first home? They might be interested in budget-saving ideas or decorating styles that can grow as their family grows.
- They might be 40-somethings finally redecorating now that the kids are gone? A list of ways to turn those extra bedrooms into hobby rooms, libraries or even a man cave might catch their eye.
- Are they high-income professionals decorating to impress? Fill them in on the latest styles and hottest trends.
You may serve more than one market segment, and that’s fine. It’s not necessary for every single post to engage your entire customer base, but, if you’re aiming at a particular market segment, make sure show that you understand what they are looking for.
5. Focus on staying fresh
Establishing your brand as a thought leader isn’t a one-shot deal. Once people discover the insights on your blog, you want them to keep coming back for more. In a world where some people Tweet almost hourly, a lack of updates can make a social media feed appear neglected pretty quickly. There’s no magic formula for how often you need to blog, but aim for at least once a week. For social media, you’ll want three posts per day.
6. Jump into the deep end
Got a topic that requires more depth and detail than you can cover in a blog post? Consider a white paper or e-book. Both are great ways to establish your brand as a trusted authority.
For example, let’s say you sell mattresses. Everyone needs them, but no one likes shopping for them. It’s not a trend-driven product — one likely to change season to season. It’s a product for which you can provide detailed content with a long shelf life. How? Instead of going for a hard sell, create a white paper about how to buy a mattress. Include technical details about foam density, spring count, firmness, and extra features. Make it thorough and offer it for free, but in exchange for an email. This is not a sales pitch. This is valuable information you are providing as a service, a way to build a list of leads for the future and as way of demonstrating you put customers first.
Engaging your audience through words and images can go a long way toward establishing yourself as the home furnishings brand consumers think of first. If time and writing talent are in short supply, that’s OK. You don’t have to do it all yourself. Instead, you can contract with a high-quality content vendor to bring your content marketing to the next level. At Prose Media, we understand that there’s no one-size-fits-all approach to developing useful and unique content, so sign up today for free, no-obligation access to our platform. We’re here to help and will personalize a solution for you.