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content marketing for fashion brands

Why Content Marketing Just Might Save Public Relations

Publicists are often natural, gifted storytellers. Like lyrical fairy-godmothers, we can spin a yarn into a ball gown fit for a prince,  or prime time.  It's often our ability to capture client voice, to appeal to both a social and media audience, and to understand-and-anticipate the media and news cycle that drives digital chatter that keeps clients from looking elsewhere for online PR or social media services.

"It's no longer about having a point of difference, it's about a point of view. Brand point of view sits at the heart of cultural relevance, universal values and consumer relevance." - Julia Goldin, CMO, Revlon

As traditional and digital publications continue to explore how to best capture reader attention in a distracted, short attention-span marketplace, branded content offers a means to develop editorialized content without editorial placement's lack of certainty and challenging measureability. Developing content development services, or an entire department of content creators capable of developing visual, written and video content on behalf of brands is not only smart business, but also pretty darn fun. No longer do you need to wait for the editor ok before developing, publishing and sharing that great story idea - you can do it in collaboration with your client instead - and then pitch the amazing piece you helped to create! Content development also offers a place to begin conversations about providing a level of brand strategy and support that goes beyond publicity, further cementing the bond between agency and client.

How Fashion Brands Are Embracing Content Marketing

I find content development extremely creative and an exciting space to work in, and enjoy tracking how the fashion industry is taking advantage of branded content. I interviewed Free People about their approach, checked in with a freelance fashion content producer, and contributed some original thoughts of my own in a piece about thinking like an Editor-in-Chief for Fast Company. In fact, I was working on expanding the social media department at Red Door to operate from a larger content marketing division, before I left to pursue PR Couture full-time. I believe there is a huge potential for those of us with a backgrund in public relations to help brands achieves closer connection to - and loyalty from - target audiences. The need for traditional media relations is absolutely there, but it's only one of many ways to effectively communicate a brand message.

Still not convinced - or in need of some delicious data to entice your client to entrust you with custom content developemt? Check out this Infographic from Wishpond - which found 90% percent of customers find custom content useful, 68% read content from brands they like, and brands with blogs generate 67% more sales leads each month. As a reminder, GAP finds that Lo-Fi content (Instagram, Influencer-generated), generates upwards of 70% more engagement.


If you're at an agency currently, I'd love to help you figure out how to offer, expand and develop content marketing services. And, if the idea of irresistible content your customers can't wait to share gets you excited, check out my new Brand Elixer sessions - a radical, alchemical marketing transformation in a single day.

Photo Credit: x-ray delta one

About the author: Crosby Noricks

Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.


  • Posted July 11, 2013 at 7:09 am | Permalink

    Dear Crosby, this is an excellent post. As someone who knows content marketing and strategy, I’d work with you in a second. But I think there’s an important point to make here. Content requires rigorous thought, planning and execution. Also, content is only as good as the context in which it’s made to a brand’s core audience – and therein lies an art form. It’s why sites like Ahalife, Kate Spade and NOWNESS do so well and others lack. I think before PR professionals turn to content marketing as a service or skill, they themselves need to be able to make sure their craft and mentality/taste level is what it takes to know what’s going to work and sell. It’s no different that figuring out what the next consumer trends in fashion, entertainment or any other lifestyle oriented industry will be. It’s future/forecasting and predicting behavior. Again, an art and skill that once honed must be continually developed.

    • Crosby
      Posted July 16, 2013 at 12:51 pm | Permalink

      Macala – thank you so much for stopping by to leave a comment – always a welcome sight! And yes, I agree on all your points and hope to distill some of what I have learned about creating content that works into future articles.I do see publicists (much in the way that brands find bringing editors on board to be valuable) as having some intrinsic predisposition toward successful branded content/campaign development, as packaging stories for media and is not much of a stretch from doing the same for a social audience. It was my hope to encourage communication professionals (specifically those in PR), to see the opportunity present in branded content and accordingly, refine their skill-set in order to effectively offer these services. I love this line, “content is only as good as the context in which it’s made to a brand’s core audience – and therein lies an art form,” – its particularly that finesse that makes content development, to me anyway, such an exciting and creative space to work from.

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Meet Crosby Noricks

Hi. I'm Crosby, Founder of PR Couture, Fashion Brand Strategist and PR Girl Mentor. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixir sessions for brands or shoot me a note at