Universal Standard is a clothing company. But they’ve recently published a book, for children, celebrating diverse body types. This is a brilliant move for many reasons, including the huge SEO payoff it is already delivering.

The book is called “What Would Fashion Look Like If It Included All of Us” and is currently available on pre-order (at the time of writing this in April 2020). In the meantime readers can download it by entering their email address (see what they’re doing there?).

Universal Standard’s mission in general as well as its specific intention with this book are of course deeply necessary.

No matter what you look like, where you come from, or how you move through the world, you deserve to have clothing that makes you feel amazing! So, what would fashion look like if it included all of us? Read along and find out!

“About the book” summary for What Would Fashion Look Like If It Included All of Us, copied from this page.

It gets interesting when viewed from a marketing perspective.

Their values are so agreeable that it’s difficult to discern a profit motive.

But of course there is one.

It’s a textbook-worthy example of a content creation campaign that has been executed to deliver returns on every platform.

In the short term, they are building a large contact database as visitors are signing up to get a digital copy of the book.

In the medium term they are having a brilliant publicity run, from endorsements on social media (I saw this on Gwyneth Paltrow’s Instagram) to press coverage, often translating in a precious SEO commodity: backlinks to their website.

And finally, in the long term they are winning over a new generation of customers.

Do my backlinks look big in this?

Just how productive has this strategy been so far? At the time of writing, there was a tangible uptick in referral links to the domain after the announcement and digital release of the book.

Backlinks: There’s a significant increase in referring pages during the week the e-version of the book was released.

This coincided with an increase in keywords and search visibility.

Keywords: Less dramatic, but there’s still a tangible increase in keyword visibility for organic search during the same time.

The takeaway? If you produce worthy content, and you give it a bit of a nudge to get others to see it, the equity will follow.