You may know Gwyneth Paltrow from such movies as Se7en, The Talented Mr Ripley, and the Iron Man series, but there’s also a side to the actress you may not know about. She’s also a successful business owner.
To summarise the Oscar-winning actress turned business owner “I (basically) walked away from a career where people kissed my ass – and I couldn’t be happier”. And thus we have Goop. Founded in 2008 by Paltrow, it’s an eCommerce and newsletter site that boasts nearly a million subscribers with an amazing ability to drive sales. It’s a lifestyle brand that sells products from clothing to skin care and has countless blogs on home decor, fashion, health and fitness and guides for popular cities around the world.
Paltrow uses her newsletter for marketing her brand, while also using it for market research. Creating insightful, engaging content is one of the keys behind all this, and as Paltrow say’s “there’s always room for good content, always… for good content there’s always space, I don’t think that we cannibalise each other”. For a lot of brand’s, creating content for the consumer is at the core of their marketing effort. It can have a hugely positive effect, and it’s something all businesses should look into. Check out our blog here on how to create a successful content marketing campaign.
While creating content and trying to expand your business is, of course, the primary goal for all businesses, maintaining and staying true to your brand image is of vital importance. To quote Paltrow again, “it’s very very important as a brand scales, as we scale, to keep the authenticity really at centre stage”. Maintaining your brand image maintains a consistent message with your consumers, without seeming fake and confusing. Staying afloat in a crowded business market comes down to what people think of you and whether or not they can trust you.
Take a look at Gwyneth Paltrow’s interview at the LinkedIn Studios in New York as she talks to executive editor Daniel Roth about her decision to step into the startup world and launch her new business.