Week 3 - Social Media Content Plan

Keywords from Search Engine Sources

Over the next two weeks, I want to focus the J Crew Women’s Retail Blog and Facebook Page on staples of fashion and the brand which is denim and accessories. According to Crestodina in Content Chemistry a great way to generate ideas for content that resonates with a target audience is by performing strategic keyword search, based on this I will find popular trends within these two areas using both Google Search Suggest and Ubersuggest (Crestodina, 2014 pg. 892). Specifically, I utilized Google Suggest to see which topics would auto populate and for Ubersuggest I typed in a topic (i.e. “denim” or “accessories”) which returned over 90+ keywords, I could then click into a keyword or phrase and see the past twelve months of google analytics for each keyword. Each post per the weekly theme will be posted on the blog and synced to social media at the end of each week on Saturday/Sunday to optimize the audience’s leisure time. At this point, the blog posts are also synced to Facebook. Also, Hoot suite is tracking Twitter, Facebook and Blogger for any traffic or trends of interest among the audience.

Week 1 – Denim Feature

During the first week, I want the content to be all about denim. Since J Crew is a preppy and classic brand, I believe that a classic denim represents all of these things. Also, in keeping with the theme of Facebook and Instagram, J Crew has positioned themselves as a lifestyle brand so the content will be more conversational as opposed to aggressive advertising tactics. In my search for the term “jeans” and “denim jeans with” it seems that there was a common trend and interest of jeans with holes or patches, also known as distressed or ripped jeans. The post could explore different ways to wear distressed denim (work, brunch, happy hour). Hopefully, this content will spark interest based on the trends that Google surfaced.

Week 2 – Accessories

During the second week, I want the content to focus on accessories. Currently, many fashion trends from the 1990’s are reemerging – one of them being the choker necklace. I wanted to confirm this trend via Google Suggest, Ubersuggest and it looks like over this past week there’s been a current spike in interest. This would be a perfect way to connect the 1990’s choker trend to the bandanna tie that J Crew sales among other accessories. I was going to feature the new monogram bags in place of the bandanna ties and other necklaces, but it looks like, according to Google Trends, the interest for monogram bags happens during December – January. I think this content can be pushed out a month or two to wait until fall and holiday shopping has commenced. 

J Crew Social Media Content Assessment

In terms of assessing J Crew's current content marketing strategy it appears that their strength lies in incorporating what Schaefer refers to as hygiene content. Throughout Facebook, Twitter and Instagram there are numerous posts that focus on relateable topics that ranges from style tips to recipes for the summer. See: In The Kitchen: The Summer Salad We're Obsessed With. Furthermore, their strength in hygiene content is solidified by their own J Crew Blog accessible via the J Crew website and promoted on their social media accounts. 

In terms of J Crew's weakness or area of improvement, they could improve in the degree of shareability of their content. From looking at the topics of their content, most of them being in the hygiene category, are very familiar topics that can be found anywhere on the website or on other fashion competitor blogs. J Crew could insert more hero content, or extraordinary content - perhaps by incorporating more videos which are extremely popular on platforms like Instagram and Facebook. 

References

Crestodina, A. (2014). Content chemistry: An illustrated handbook for content marketing. Chicago: Orbit Media Studios Inc.