Why Retailers Should be Blogging

Blogging isn't just for hipsters anymore. More and more retailers are making blogs to engage with consumers. One of my personal favorites and one that is killing it in the game right now is Nasty Gal's blog Nasty Galaxy. Posts include a range from style, music, culture, and work/life balance.

Nasty Gal has a really strong brand personality and brand image. The brand is very outspoken about women's rights and feminism, and they truly let that shine. Blog posts about are a good way to express the company's opinions and efforts. Having the blog also creates a solid foundation to base short form content off of. Long form content will attract the more engaged and interested audience, while short form content like Instagram posts will attract the more casual consumer.

Posts can promote items under the guise of giving fashion advice. This post is an example of exactly how to do that. Nasty Gal writer Aimee OLoughlin shows readers the "5 Outfits We Think You Need to See" but really it is advertising the brand's own products.

Regularly reading a blog from a brand may make the consumer feel a closer connection and a sense of trust for the brand itself. If the consumer is already trusting the blog for life advice, style tips, horoscopes, and much more, why wouldn't they trust that the brand will deliver high quality products and service? There is a connection there that is already built, and a sense of community which is really what social media is all about.

All blog posts do not need to be written by one person. Having multiple authors allows for different opinions and ideas to be provided to consumers. It also takes a lot of pressure off of one person. Nasty Gal has employees generate content, but other brands have used customer generated content. College Fashionista is an example of this. @cfashionista accepts users to be part of its network, and then lets members submit blog posts for the community blog.