Anthropologie’s fabulous approach to content marketing

What’s your favorite consumer brand? If you’re a true fan of this brand—you own many of its products, keep up on brand news, and talk about said brand to your friends—it’s probably doing content marketing right. Why? Brands that are able to convey an authentic story while providing real value beyond their core product offerings are doing so through smart storytelling, whether you recognize it or not. Take one of my favorite brands, Anthropologie. This eclectic and increasingly popular store is a self-proclaimed “destination for women wanting a curated mix of clothing, accessories, gifts, and home décor that reflects their personal style and fuels their lives’ passions, from fashion to art to entertaining.” That says it all. Anthropologie has mastered the art of balancing curated and created goods in its stores, as well as in its marketing presence. From its beautiful catalogs to its bubbly blog to its upscale yet estate-sale-styled stores, Anthropologie has homespun a lacy web of content confection that dazzles us at home, online, and in person. Here are some reasons Anthropologie is a storytelling superstar, examples from which all brands can learn: 1. It hasn’t skimped on print. Yes, print—of the paper variety. Anthropologie’s catalogs are beautiful look-books that tell a story and create a fresh, intimate and effervescent world filled with colorful baubles and, yes, fantastic clothes. Hidden within its pages are whimsical calls to action that I defy you to ignore: