Why Brooks Brothers' Blog Is Better Than Yours
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We use Brooks Brothers' blog, Of Rogues & Gentlemen, as a case study to teach marketers, especially those in the e-commerce space, how they can improve their blogging efforts to increase traffic to their site. Topics include: -Identifying the target customer for your blogging efforts -Creating relevant content -Using images to “show and tell” -Keeping your content fresh -Guest blogging -Social sharing
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Why Brooks Brothers' Blog Is Better Than Yours
- 1. WHY BROOKS BROTHERS’ BLOG IS BETTER THAN YOURS A mini lesson in creating a killer blog NOTE: We have no affiliation with Brooks Brothers. We just think what they’re doing is effective, badass, and worth emulating. by @dlrdaniel, cofounder of
- 2. WHO IS THE TARGET CUSTOMER OF YOUR BLOG?
- 3. WHAT INTERESTS THEM RIGHT NOW?
- 10. LEAD GEN FOR FRIENDS
- 12. USE RIGHT TONE FOR YOUR AUDIENCE
- 13. CONTENT NEEDS TO BE SOCIAL —MAKE IT EASY
- 14. ABOUT US We’re a blogging and social media company that love to help our clients grow their site traffic Visit us at magic.indivly.com @indivlymagic facebook.com/indivlymagic Phone: 617-334-5702
Editor's Notes
- Brooks Brother core customer might skew more towards 40-60, but this blog is geared toward a 30 year old yuppie. It doesn’t even say Brooks Brothers on the page! The idea that you create content to engage the future generation means Brooks Brothers plans to be around for another 20 years. BMW did the same thing with the Drive video series– cater to the dreamers and entry product customers, and hook them for life. Brooks Brothers wants to sell you $2,500 custom suits in the same way that BMW wants to sell you a 7 Series. Keep this in mind as we go through the examples– nothing on this blog would be interesting to a 55 year old executive– and Brooks Brothers is doing that on purpose. It’s brilliant.
- Relevant content means that you have a calendar and publish timely content relevant to your audience.
- You get a bonus if you can reuse a post the next year, too. The more times people find this post helpful, the more SEO juice it feeds to brooks brothers.
- Photos make a post come to life. A picture really does tell a thousand words. Rule: if mentioning something that can be shown (and almost anything can be shown) show a picture of it!
- Even though there aren’t multiple posts per day, the Style Commandments and twitter feed keep the content fresh.
- It’s ok that other blogs are trying to educate and entertain the same audience that you are. The wise thing to do is to give your audience a reason to trust your authority, and what better way than giving them helpful advice– even if it’s about other blogs. It may seem counterintuitive, but this piece of payitforward works.
- Get some talented people to write posts geared toward your target audience. Give them credit so that it’s mutually beneficial.
- Speaking of mutually beneficial– here’s an idea for you: do a product review post. This one is for the manhattan steakhouse Bull and Bear. I love the clever titles.
- This post isn’t trying to sell you anything from brooks brothers– but you can make a reservation to Bull and Bear! I have no idea what the relationship was between Brooks Brothers and Bull and Bear, but you could generate revenue as an affiliate marketer or for providing lead gen for doing a post of this nature. Use google analytics to track if people are clicking on that link to make a case for the benefit you can provide.
- Want to build credibility? Give away information to people– it’s like walking around and giving free backscratches and asking for nothing in return. BB has plenty of tweed and could put links all throughout this post to try and sell you. But that post wouldn’t feel as authentic– it would feel like an advertorial.
- Remember what we said about the target customer? These post titles are witty and catchy. Top Gun reference, anyone?
- If you don’t have social sharing buttons next to each of your blog posts, stop everything you are doing and put them in there. Content is shared when it’s worthy of sharing when sharing is easy. Plus, I’m a lot more likely to share this post when I see that it’s been shared over 2,000 times!