Since yesterday when H&M launched their lookbook, preview video and did an international press preview for the Lanvin Hearts H&M, bloggers have latched on to this story generating some 135,000 posts (src: Google Blog Search). Myself included. This time around, H&M has done some smart things to engage with bloggers
- By creating a story that's accessible to blog readers
- By issuing blog-friendly material to bloggers exclusive press images, lookbooks with prices, embeddable YouTube videos
- By inviting bloggers to the press previews so those of us who like to publish in our own ways
By all means this is a very good thing for both H&M and Lanvin, but what do you do when there are 135,000 other posts going around on the same subject? Do you pass this story up? How do you post when everyone else has already talked about it?
If you're going to do a fashion news story, be sure to post as quickly as possible. These posts are time sensitive. If I were to post about the Lanvin Hearts H&M story next week, or two weeks from now, it's not news. So unless you have a strong angle (the next point) it's not going to be of much benefit to your readers. The benefit for doing these posts is that if gives your readers a scoop they may not have already known about. Now, your blog friends might be in the loop, but how many of your readers are bloggers? Keep in mind your readers maybe be just that, people who read blogs as a hobby.
Choose a unique angle
Original content is key, however original content is not synonymous with original topics. When the 9/11 attacks happened did the LA Times pass up the story because the NY Times already published it? No. Why, because it's news. How do papers keep their readers hooked on the same story? By shedding new light on the story. By choosing an angle.
Today, I chose to write about the details of the collection. Designer collaborations are often pretty in the lookbooks but in real life they fall short of the image with flimsy fabrics terrible fits and a steep price tag for the poor quality. I wanted to show my readers what I saw to tell them if it was going to be worth it to invest $200 on a party dress from H&M. If you can get an interview, add a funny personal anecdote, or if you can do a poll, or interview people on the scene to see what they think…use your imagination, the possibilities are endless.
Blogging is all about finding your unique voice, finding what works for you and your readers. A type of post that works for one blog may not work for another… and it's worth it to experiment. Today I got a couple of complaints from bloggers that they already read about this. But that doesn't mean that I should give up covering events. It's important to try and see what feels comfortable, what's fun and what the readers like. Every blogger has their own path.
What do you think? Do you post when everyone else has posted? If so, what is your biggest tip?