The biggest challenge today for content marketers, specifically in the beauty industry, is not only creating content on a constant basis, but making it an engaging and traffic-driving tool.
With so many brands competing with one another in today’s marketing saavy beauty industry it can be difficult to decide what kind of blog articles to write and how to make it relevant and sharable within your beauty brand’s market. When considering what topics are important to your customers it’s vital to get into their heads and imagine what beauty needs they want fulfilled.
Here are three tips to get your brain gears going when deciding on your next blog post:
1)What Kind of Products Do You Sell?
This is pretty basic, but it determines what questions your customers have and what information they want to receive from your company. Are you a cosmetics brand? Hair? Skincare? Each type of product brings with it its own questions and concerns from your consumer.
For example: Mac Cosmetics might write a blog post about what shades of eye shadow to wear for work versus a special occasion during the night. Or even how to transition from one look to the next. Simple Skincare might write a blog post about ideal products to use for oily versus dry skin.
Bringing additional product education to your customers will not only entice them to be more sales driven but also will most likely allow for cross selling additional products that work well with the mentioned products.
2) How Involved is Your Customer with The Brand?
What does that mean, exactly? Are you a makeup obsessed customer that is always looking out for the new color collections from your favorite cosmetics brands? Or are you just looking for reliable products to get you through your morning routine? Taking into consideration how involved your target market is will determine what topics you will write.
For example: Birchbox may write an article about what kinds of products every working woman should have whereas Urban Decay may write an article about what eyeshadow pallets fit which personality types.
3) What Does Your Brand Offer That Others Don’t?
This is an important type of post to write because it primes your readers into becoming leads for your products. The entire post, without directly promoting your product within the main copy, is its own sales pitch as to why your unique proposition is worth them buying into.
For example: Neutrogena writing a post about the benefits of having a foundation that also acts as an anti-acne agent. Sephora writing a blog article about the benefits of lip stains versus traditional lipsticks.
Your beauty brands blog at the end of the day is a tool to bring in potential customers, inform them of who your beauty brand is, what your beauty brand offers, and eventually turn them into a sales-driven customer. A good blog drives traffic. A great blog drives traffic & sales.