Four years ago, the interior decoration brand One Kings Lane launched a typical blog where employees would write two or three articles per week. The traffic is pretty decent, but the site hasn’t really grown in a way that would make publishing efforts stand out.
Now, however, many things have changed. Content Center, called Style Guide , has all the facilities of a high-end lifestyle magazine — high-quality photography, engaging articles and even a curated daily home decor section Alison Hall, editorial director “When we create content, it starts with a question. “What does she need from us at the moment, and what stories can we tell to help and inspire her around her home?”
“She,” of course, is Kings Lane Customer and the reason the company invests so much in content includes everything from style and fashion tips to book reviews to website solutions. DIY decoration.
“I would say that the thing that has changed the most over the years has been the value we as a business place on that part of the site,” adds Hall, “and the shift from seeing it as something It’s great to have an area of strategic focus for the growth of our business. ”
Thus, readers get exclusive details about designers like Rebecca Minkoff who has a Brooklyn apartment that the company recently redecorated; Seasonal recipes from photographer and cookbook author Mary McCartney; 10 ways to remove a chain of statements ; and Guide to organizing a Halloween party from Dylan Lauren, owner of Dylan’s Candy Bar and daughter of clothing designer Ralph Lauren.
Style guide curated by Hall and two other editors, who currently publish a new story every day. Photo production is done in-house, but the team works with a network of contributing writers and professional photographers, many of whom have previously collaborated with Hall. Before joining One Kings Lane in 2009, she worked at Elle Decor run by Hearst, as well as Dominoes , published by Condé Nast. In fact, most of her team has a printed pedigree.
Over the past year, a balance of owned, earned, and paid marketing has generated an 800 percent increase in the number of visitors to the Style Guide. During that same time period, organic sessions increased 700 percent. One Kings Lane has a simple philosophy that guides every aspect of content programming: What’s good for the consumer is good for the brand.
“We do this because we want to engage in authentic conversations with customers around the house, and in the long run, we believe it will benefit our business. ”
In large part, Hall attributes this growth to the quality of stories, which has helped the company forge important syndication partnerships with digital publishers like Huffington Post and Oil Refinery 29 . “This is something that we as a brand really believe in,” she said. “It was about telling the story of the lifestyle we felt our brand represented, and the opportunity to act on what she was seeing. That is our brand promise. ”
To make good on this promise, One Kings Lane has begun to rely more heavily on purchasable content. Example: a part above choose carpet material includes a wide range of rugs available in wool, silk, cotton, and jute. And a long-form post offering tips from “declarative bible” links to storage containers and cabinets.
“We don’t consider our content against revenue as a business,” explains Hall. “We look more at engagement and our overall ability to deliver content and create great impressions of our brand. But we have such a huge range of offers that we can often give our readers the opportunity to make the content real. ”
Regarding the distribution of that content, Rosie D’Argenzio, One Kings Lane’s social media manager, told me that visual networks like Instagram , Pinterest and Facebook is the most effective to interact. “We tend to segment each platform by preference,” she said. “We then deliver and create content tailored specifically for each social platform.” For example, knowing that Instagram’s audience is “more stylish than any other channel” and that the Pinterest community is “crazy with how-tos, DIY ideas, and at-home makeup stories” helps brands target the right audience for different parts of the Content.
Recently, after years of focusing on digital content, One Kings Lane just tried something new: print magazines. Published for the upcoming holiday season in partnership with Time Inc., this magazine Now available on newsstands nationwide for $13.99. There is currently no digital version, but the team will post select magazine content online throughout the season. Interestingly, One Kings Lane has no plans to publish a second edition because it wants to focus on continuing to grow the rapidly evolving Style Guide.
“We found this to be more than Hall said. “Everybody is very busy. If someone is going to take the time to view our content, I want them to walk away feeling good. We want to create the best quality stories and best visuals possible to inspire our readers. ”