Advice for Jewelry Marketing: Developing Content


When you are selling your jewellery online or building a community around your brand, you need to provide your clients with something to read, watch, and look at. This is especially important if you sell jewellery.

 Your company may really benefit from implementing a sound content marketing plan right about now. Continue reading for some helpful marketing content creation advice for jewellery.

When you are beginning the process of formulating a marketing plan for your jewellery company, there are a great many marketing approaches for you to take into consideration.

It’s possible that you’re aware with the concept that social media marketing and email marketing are the most prevalent methods used in current times to deliver marketing messages.

 Influencer marketing and user-generated content are two marketing strategies that are becoming more common and are expected to continue their rise in popularity over the next several years. The content you provide is, however, the foundation of these tactics.

What exactly does it mean to market content?

What precisely does it mean to advertise your content? Photos are likely to make up the majority of your material, but there is much more that goes into a content marketing plan. Videos, blogs, instructional landing pages on your website, and maybe even some simple infographics should all be included in the content marketing strategy for a small jewellery store.

 When it comes to content marketing, the most important thing to keep in mind is that the information you publish must be of use to the people who will be seeing it, in other words, your consumers.

If you want your content to be helpful to your clients, it should answer questions, solve issues, or educate them in some other way. Consider, for instance, the material that you make use of.

 Even though sterling silver and gold-filled are widespread materials, there are still many individuals who are unaware of what these materials are, how to properly care for them, or what distinguishes them from other materials that are comparable.

This is an excellent place to begin in order to produce a significant amount of material. Let’s have a look at the many different kinds of material that you may generate with just this one topic.

Various Forms of Content

Photos Taking photographs of your jewellery is the least difficult form of content creation you can undertake. This contains images of the model, shots of the beauty, and shots with a white backdrop. Your consumers will receive varying degrees of benefit from each and every one of these options.

A photograph with a white backdrop is an excellent choice for showing off the lustre of a piece of jewellery. Your buyers will have a clear idea of the appearance of the item of jewellery you are selling if you do not use any distracting accessories or features. Taking a beauty photo of your item with a select number of carefully chosen props may exhibit it in a variety of different contexts.

Perhaps varied lighting brings out different aspects of your piece. A model photo illustrates how the jewellery that you are selling may be worn. It might demonstrate how each metal appears on a range of different skin tones, or it could provide a clearer picture of the piece’s dimensions and hues.

It is important to distribute your images throughout all of your marketing channels, including social media, emails, your website, and so on. Given that these will most likely serve as the public face of your business,

Videos Videos are a wonderful way to offer information in a manner that is both interesting and engaging, and they are quickly becoming the most popular kind of material shared on social media.

Short form videos normally do not last longer than a couple of minutes, and the majority of the time they last less than a minute. These kind of films are quite popular on social networking sites. Creating something that keeps your audience interested is essential to your business’s success.

 Behind-the-scenes and process films are excellent choices for this purpose since they allow you to engage with your audience and provide them with a glimpse into your jewellery creating process.

Be sure to look through Instagram and TikTok to check what’s trending and to get ideas for how you may exploit a trend to present your content to a broader audience on those two platforms. These more concise videos don’t always need to be of professional quality. They may be captured and altered quickly on your mobile device.

Long form videos are effective when you want to create a more in-depth version of a short form social media video or when you have an idea that will take longer than a minute or two to talk about.

 Another use for long form videos is when you have an idea that will take more than a minute to talk about. YouTube is the greatest platform for longer videos since they tend to be more informative and can accommodate their length.

 A video of five to ten minutes should be your goal, unless the subject matter warrants greater time. In general, the production quality of these lengthier movies need to be greater than that of the shorter forms of video.

 You can still take pictures of them with your smartphone, but to improve the quality, you should think about utilising a tripod, decent lighting, a clear background, and some accessories.

When it comes to the creation of video content, let’s use the materials theme as an example. You may provide your audience a brief introduction to how to properly care for their sterling silver or gold-filled jewellery by producing a short video that is one minute long and upload it to Instagram Reels or TikTok.

 But perhaps you would want me to go into more detail about what gold-filled means or the many different techniques there are to clean and maintain sterling silver.

These are more informative, and it is likely that it will take longer to explain them than what can be accommodated in a short film. Find out more about how to shoot your own videos and where you can get ideas for what to include in your videos.

Infographics These charts are an excellent tool for graphically communicating information to the people who are seeing it. Infographics are an effective way to convey information to others since they are simple to read, need a small amount of text, and contain a large number of visuals.

 Using the theme of materials, we are able to produce an infographic on topics such as “The best ways to maintain sterling silver jewellery looking great” or “What you need to know about gold-filled jewellery.

” Making stunning infographics does not require you to have training as a graphic designer. Canva is one of the most popular solutions available among the various template tools that can be found online.

Copywriting Copy includes everything that’s written on your website and in your social media posts. You should make sure that the text for your product descriptions is written effectively, but there is other copy material that you should think about writing for marketing purposes.

Begin by creating a blog. This is a quick and simple method for communicating vital information to your clientele. Your blogs might include information on how to properly care for jewellery, an explanation of the properties of each material, the most suitable presents for a variety of occasions, and much more.

 Next, give some thought to landing sites such as jewellery care and information pages, frequently asked questions pages, a nice About Us page, and any events that you participate in or press coverage that you get.

You will need a page dedicated to your custom or bespoke work if you offer those services. Make certain that each of your pages is adequately written and takes into mind fundamental aspects of SEO.

Putting Together a Plan for Your Content Marketing Regarding Jewelry

When it comes to organising your content marketing calendar, you want to look as far ahead as possible in order to be successful. You don’t have to plan each and every piece of content all at once, but you should give some thought to when you want to create the major pieces of material.

For instance, during the month of January of each year, you may want to think about setting aside some time using an annual calendar to make a note of when significant events are occurring and when you want to produce the marketing material for each occasion.

Consider the following, among other things:

When it comes to the holidays, which ones are your busiest? At what point in time should your content be ready to be shared? Which kind of content are appropriate for the holidays? For instance, marketing for Christmas often begins around the time of Thanksgiving, so you’ll want to have any images, blogs, or large films completed before then.

When do you anticipate introducing any new collections, if at all, onto the market? Will there be a single significant launch, or will there be several smaller ones spread out throughout the year? Customers will have an easier time locating your new collection or items if you have a dedicated page for them, similar to the one that we have for our new products.

Calendar: Always have a calendar close at hand so that you may check it whenever necessary and know what tasks are approaching that need to be completed.

The time required to develop and edit material consisting of photos and videos is likely to be the longest. You might include candid images or short films that are currently trendy, but you should make sure to plan ahead and have a photo shoot so that you don’t have to start from scratch every week when it comes to creating content.

Who is responsible for the creation of your content? Do you intend to complete the majority of the job yourself, along with any workers, or do you intend to use outside contractors to complete some of the work?

 If you are the one who will be carrying out the task, you should ensure that you set aside sufficient time in advance. When working with a contractor, it is important to be aware of their timetable and to adhere to it.

Where exactly will the content be made available? Your website’s copywriting will be displayed there (and perhaps partially on social media or in an email as well), but where will your photographs, videos, and graphics be distributed? Despite the fact that social media platforms are becoming more and more similar to one another, some types of material may perform better on specific platforms than on others.

You’ll also need to choose which images and blogs to share with the people who have subscribed to your email list.

Have you given any thought to collaborating with an influencer who can offer you with more content?

It is important to keep in mind that each piece of content that you create for your jewellery business does not need to be just focused on jewellery. Once you have a clear understanding of who your consumer is, you should present them with material that also entertains them.

Do you have a cool studio dog? Exhibit them every once in a while! If hiking is one of your primary products or services, you should create a blog post on one of your preferred hiking destinations. Put whatever you want out there as long as it relates in some way to your jewellery, your company, or your brand.

Content Produced by Its Users

One of the most effective marketing strategies that you can include into your jewellery marketing plan is user-generated content, often known as UGC. This material is contributed by your consumers on their own time, and it fosters a feeling of community and loyalty among those customers.

 The majority of customers in today’s market are more inclined to believe other users and customers than they are a business itself. Therefore, having material that was developed by users lends an air of legitimacy to your campaign. Promoting your goods in this manner is not only very efficient but also very cost-effective.

Unboxing videos, images, reviews and testimonials, and blogs, or any combination of these, are some of the user-generated material that has gained the most popularity. For instance, a picture of the buyer wearing the jewellery they purchased or a video of them unboxing the item they purchased may be included (this is especially fun if you have special packaging materials).

 If you have staff, they have the ability to produce material as well, such as a behind-the-scenes look at an exciting event that is taking place during their normal workday.


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