Content strategy for boutique retail
People don’t shop boutiques for products. They shop for the person who picked them.
Big retailers win on price. You win on taste, and taste is something people have to see.
Sound familiar?
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Product posts blend in
A flat lay of a new arrival looks like every other store’s new arrival.
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Foot traffic isn’t what it was
People need a reason to come in, and it’s rarely a coupon.
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Your eye is invisible
Why you chose these pieces is the reason to shop with you, and it never makes it online.
Where I’d start
Three starting points. The real formats come out of the audit, built around your people.
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01
Why I bought this
The owner or buyer explaining what they picked, why, and what they passed on.
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02
Style it three ways
One piece, three customers, three looks. Useful and repeatable.
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03
The shipment
New stock arriving is exciting when people feel like insiders.
I did it for my own business first.
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298M+
Organic YouTube views across two channels
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424K
Subscribers on the main channel
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1,663
Videos published
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$0
Spent on ads
One 41-minute video took three days to make and has earned about $25,000 over two to three years. That’s what content that pays you back looks like.
How it works
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01
Audit
I review your channels, your content and how it gets made, and tell you what’s wasting your time.
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02
Roadmap
You get written actionables: what to make, who should make it, and how often.
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03
Build
Put the right person on camera and post with feedback. Ninety days of reps, then your team runs it.
The Audit
$2,500
A one-hour call reviewing your channels, content and workflow. Written actionables, check-ins over 90 days, and a re-audit at day 90.
Questions
We sell mostly in store. Will content help?
Yes, if it’s built for that. The goal is people walking in already knowing who you are and what they came for.
Do I have to be on camera myself?
No. Part of the audit is finding the right person, and it usually isn’t the owner. Your best spokesperson is probably already on your payroll.
Isn’t it too late for us?
It’s not too late. But in two years you’ll say it’s too late, and wish you’d started two years ago.
Find out what your shop should be posting.
A few questions. If an audit is the right next step I’ll tell you. If it isn’t, I’ll tell you that too, and why.
Book your audit