18 | The Jewelry Business Magazine CONTENT THAT TELLS YOUR STORY MEANS BUILDING TRUST When you know your customers well, conversation is simple. You probably begin by asking what’s happening in their life, and before you know it, you’re sharing stories and deepening your already authentic relationship. It’s that feeling that richens brand loyalty, trust in your team and experience, and a desire to advocate for your brand. But how you tell stories, share information, and build your brand to be known as the expert is critically important. It will grow your placement in increasingly competitive search results. It will change how your clients position you: as a retailer versus an expert. And if done well, a content strategy will generate more interest in what you sell, driving revenue and ROI on your time. To continue on our topic from the previous Retail Jeweler edition, consider this: By Anne Drummond Anne Drummond Anne Drummond is the Senior Creative Director for Advance 360, a digital marketing firm based in New York. Advance 360 has a concentration in the jewelry industry, offering creative and data driven strategies for retail jewelers and wholesalers. Reach Anne at adrummond@advance360.com or check us out at https://www.advance360.com/jewelry-industry. 60% of your audience will look for the product after reading about it, and 90% report finding it useful. Does that mean you need to buy advertorials in all of your traditional print placements? No. It means you should be looking at Google reviews, sites that recommend your products, and putting testimonials on your site. It means that you need to be thinking about partners that can describe your product to their audiences, expanding your reach. Get guerilla, get grass roots. This is about uncovering opportunities, not painting marketing efforts with broad strokes. 70% of your audience says that engaging with your content makes them feel closer to your brand. It’s proven: the more interactive the method, the more reward you’ll reap. Plan to mix your media so that you engage as many of the senses as you can. Make it a sensory experience: audio (podcast), graphic (design/artwork). All of this activity is centered on generating trust among those you know, and positioning as the expert with those you don’t. Your content will benefit you in your Search efforts, but more than that—in consumer sentiment. Content that Tells Your Story Means Building Trust When you know your customers well, conversation is simple. You probably begin by asking what’s happening in their life, and before you know it, you’re sharing stories and deepening your already authentic relationship. It’s that feeling that richens brand loyalty, trust in your team and experience, and a desire to advocate for your brand. But how you tell stories, share information, and build your brand to be known as the expert is critically important. It will grow your placement in increasingly competitive search results. It will change how your clients position you: as a retailer versus an expert. And if done well, a content strategy will generate more interest in what you sell, driving revenue and ROI on your time. To continue on our topic from the previous Retail Jeweler edition, consider this: 78% of marketers believe that custom content is the future of marketing. Start small. Create a single infographic and an accompanying article. Position them appropriately on your website. Then pull graphic elements from the infographic into digital ad units, targeted to the clientele most impacted by that statistic. Link back to the full article and watch what happens.  of marketers believe that custom content is the future of marketing. 78% Start small. Create a single infographic and an accompanying article. Position them appropriately on your website. Then pull graphic elements from the infographic into digital ad units, targeted to the clientele most impacted by that statistic. Link back to the full article and watch what happens. of your audience will look for the product after reading about it, and 90% report finding it useful. 60% Does that mean you need to buy advertorials in all of your traditional print placements? No. It means you should be looking at Google reviews, sites that recommend your products, and putting testimonials on your site. It means that you need to be thinking about partners that can describe your product to their audiences, expanding your reach. Get guerilla, get grass roots. This is about uncovering opportunities, not painting marketing efforts with broad strokes. of your audience says that engaging with your content makes them feel closer to your brand. 70% It’s proven: the more interactive the method, the more reward you’ll reap. Plan to mix your media so that you engage as many of the senses as you can. Make it a sensory experience: audio (podcast), graphic (design/artwork). All of this activity is centered on generating trustamongthoseyouknow,andpositioning as the expert with those you don’t. Your content will benefit you in your Search efforts, but more than that—in consumer sentiment.