Oh, Fashion Week. It comes out of nowhere (seemingly), creates a whirlwind of street style, social media buzz and speculating about the trends we’ll be wearing next season. And then, as quickly as it comes, it’s over.
What seems on the surface to be prime time for fashion blogger content is actually a tough period for your traffic. People’s attention is split, and most readers will head to hubs like style.com and The Cut or major magazine’s sites like Vogue.com for their professional fashion fix.
For this reason, it’s important to approach your content during fashion week (whichever week or month you might focus on) with a modified traffic-winning approach.
Here are five ways to create fashion week content your audience will love.
1. Know your audience.
First thing is first: if your audience doesn’t come to you for runway coverage already, you’ll have trouble hooking them in with it now. What do they like? What posts traditionally do well in your analytics and shares? How can you translate that hook into fashion week content?
2. Be quick quick quick.
Here’s probably the most important thing about fashion week content: you’ve got to be on it. People are searching for and want to see coverage immediately. This isn’t always possible, but if you want to analyze collections and pick highlights, you’ll want your content to come out as close to the show as possible. You may be shooting images yourself (lucky!) or waiting with baited breath to access them via Getty or style.com – both work (with proper credits). Don’t wait more than a day to cover a specific show, and if you’re doing a round-up of trends from the whole week, make sure it goes out as soon as possible.
3. Put the shows into context.
This idea circles back to knowing your audience. Maybe your audience comes to you for personal style – are you attending shows? Do a “what I wore” post rather than actual show coverage. Perhaps they’d rather see a trend round up than a designer-by-designer analysis. Maybe you focus on shopping tips on a budget. Could you round up items that resemble runway pieces and present them in a cool collage? It’s all about understanding what kind of content will keep your readers hooked while also informing them about what’s currently happening in fashion – the best of both worlds!
4. Use social media wisely.
As you’ve no doubt noticed in seasons past, social media can become kind of a cluster you-know-what during fashion week. Editors and bloggers alike clamor to tweet and Instagram looks, celebrities and street style moments as fast as electronically possible. Make sure your thoughts don’t get lost in the mix or fall on uninterested ears. While timing is of the essence, don’t sacrifice quality.
5. Use your headlines to capitalize on SEO opportunities.
This is a big one too! When people are actively searching for this kind content, you’re going to want to make it as easy for them as possible. Think about keywords, think about the season, designer names, trends you can call out, models you love, etc. Personal flourishes are always encouraged, but just keep in mind that keeping SEO in mind will give your content a better chance of survival in this very saturated time.
Do you blog about fashion week? How do you keep it relevant for your audience?
[Image credit: Shutterstock]