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Content Marketing for Jewelry Retailers and Designers in 2024

Google search is in a state of transition right now. The company has released a number of updates to its algorithm meant to boost helpful content and suppress machine-generated, keyword-stuffed noise, and it is wreaking havoc with page rankings. It’s not just Google that is changing. The status of TikTok remains up in the air, and Meta (Facebook and Instagram) has completely revamped its discovery and recommendation algorithm this year. So where does that leave content marketing in 2024?

Quality Content Will Reign

While the way we search the internet is changing, content marketing is still a viable marketing channel at all levels of the customer journey. It’s just more important than ever to focus on quality. Generic content for content’s sake won’t help you get noticed.

To create quality content, human beings, with their knowledge, creativity, and, most importantly, real-world experience, will have to be involved. That’s what content marketing is all about in 2024: authenticity, true expertise, and trustworthiness. That’s what people are looking for when they search Google (the same goes for the four people who use Bing). Generative AI can help you brainstorm and organize your content, but it can’t replace your unique experience, both life experience and professional experience, or your ability to communicate with your kind of customer.

The best content will come out of a collaboration between all of your team members. You’ll need your sales staff’s knowledge of products, your jewelers’ technical knowledge, and your marketing team’s ability to communicate with your target audience.


Yes, blogs are still a thing. They are the thing for many content marketing strategies. Jewelry is often personal, and blogs are a great way to get personal with your customers, to communicate directly with them in a way that resonates with them emotionally and builds connections. Jewelry retailers should work with their marketing team to develop a brand voice to create content on topics the brand should be known for, whether its handmade jewelry with a nature theme, bespoke engagement rings, or decades of knowledge of the trade passed down from one generation to the next. You might have a distinctive way of communicating, or original ideas about jewelry, or a love of teaching people about the ins and outs of the profession in an entertaining way.

Whatever makes your business unique, a blog is a great way to get that across to a potential customer. Understanding your brand and becoming an authority on a set of topics is what will bring traffic to your site from search engines, and it’s what will help you convince those visitors that they should become lifelong customers.

Video and Podcasts

If you’re more of a speaker than a writer, a YouTube channel or a podcast (which you can upload to YouTube, Spotify, a site like Soundcloud, or your own website) might be the way to go. Share the same sorts of information you would share in a blog, but in a format listeners can enjoy anywhere. The goal is still the same: demonstrate to potential customers what you can do for them, that you understand them and their needs, that your business is the one that can best serve them.

Social Media

Social media is still a viable marketing channel, but only if you’re prepared to really commit to it. Just having a presence and posting daily isn’t enough. You’ll need focused social media campaigns that follow all of the same guidelines as above: you’re not just posting to post, you’re creating genuinely useful, helpful, entertaining content with a consistent brand look and voice.

Even if you do find success with social media marketing, it’s best not to put all of your eggs into that particular basket. We’ve seen how a social media network can be destroyed from within (e.g. Twitter, I mean “X”) or taken down from the outside (if the US Government goes through with its plans for TikTok). Your own website, however, will always be yours. No matter what happens to any individual social media site, your blog will always be in your control. Even in an age of social media, a well-designed, functional, informative website is still the heart of your online business presence.

Content Marketing Needs Strategy

Whichever kind of content works for you, it’s important to approach it strategically. Think about the topics and style you want to be known for and what keywords will help you reach the right audience. Spell out some clear, actionable goals, and use tools like Google Analytics to track and measure success. Check out what your most successful competitors are doing. With a strategic, focused approach, content marketing can still reap rewards for your business.