As fashion bloggers, much of what we write about is transitory. Trends are, by their nature, only around for the short term, and what's “in” one season can be completely “out” the next. That rapid turnaround can make it hard to hold onto readers' attention, but if you're wondering how to get more readers, keep those readers, position yourself as an authority, improve your SEO, and stand out amongst an ever-growing sea of fashion bloggers, consider implementing flagship content into your strategy.
What is flagship content? Well, in simple terms, it's blog content that never goes out of date. Most of what's published right here on Independent Fashion Bloggers qualifies as flagship content. Articles that were published years ago are still just as relevant, insightful, and valuable today. Because of IFB's focus on flagship content (also known as “evergreen” content), this site has become a leader in the world of fashion blogging; it's a resource people can refer to again and again.
While at first glance, it may seem impossible to replicate Jennine's results, rest assured that her strategy is easy to implement on your own blog. So the question is, how can you create flagship content for your site? Try these 5 tips:
- Answer a question. Are your readers asking the same questions again and again in your blog comments or via e-mail? Then consider writing a blog post that answers them! If you aren't getting very many questions on your blog yet, try polling your Facebook fans, Twitter followers, or Tumblr followers to ask what questions they've had lately. And if that isn't an option, ask one of your friends what their questions about your topic may be.
- Solve a problem. Are many of your readers having the same issue or problem? Is there a common complaint in your industry that no one's really addressed yet? Then offer a solution! Whether it's for a simple issue, like taking care of hard-to-clean garments or addressing a more complex problem, like ethical production and design, make your blog a place for solutions.
- Think about what you want your blog to be known for. And while you're at it, consider what search terms people will use to find your blog. If someone had to describe your blog in a sentence, what would they say? What words should come to mind when people think of your blog? Why should they recommend your blog to their friends? What sets your blog apart from every other fashion blogger out there? Knowing what you want to be remembered for will help you come up with the content to make that happen.
- Remember that people love lists, tips, and how-tos. Folks are busy, and these three types of content tend to be very easy to digest. Even better, they often answer a question or solve a problem (yup, it's all connected!). Are there 10 stores that are perfect for your readers? What about 20 bits of advice everyone reading your blog should know? Or your 15 favorite bloggers, tweeters, or style icons? The possibilities are literally endless.
- Provide value. This is the most important item on the list. Flagship content isn't throwaway content. Evergreen articles often take significantly more time and research than seasonal pieces on trends or style. If your article won't be just as useful and relevant 1, 3, or 5 years from now, then it's probably not flagship content. Every flagship piece should make your readers feel like they've gotten some kind of long-term or lasting benefit from what you had to say.
Have you written flagship content before? What's your advice for writing evergreen articles? Are you working on any flagship pieces right now? Let's brainstorm together in the comments!
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