Five pillars of a successful content strategy

This article has originally been featured in Glossy on May 17, 2019

For luxury brands, content is hot.

With the declining cultural and business impact of their traditional go-to communication tactics, luxury brands are turning their attention to always-on, multichannel content. The problem is that very few of them approach it with a plan and the attention needed to succeed.

Too often, content is treated as a campaign or direct sales driver. Both approaches fail to take into account the role of content in establishing and maintaining relationships with a brand’s audience, which is critical for customer retention, loyalty and long-term brand success.

Content does not belong to a social media department. To be successful, a consistent and sustainable content strategy needs to be an organizational mandate, and a brand and business priority. A smart content strategy provides the glue between the brand’s various activities, and acts as an often-missing link between brand and performance marketing.

To improve their content game, luxury brands should consider the following five strategic pillars.

Define your business and brand objectives
Different brand and business goals and priorities define what the role of the content will be, where that…