I’ll be sincere: I don’t suppose all that a lot about content material advertising and marketing campaigns after I’m off the clock.
You’re extra more likely to discover me repotting a plant, studying, enjoying with my canine, grocery procuring or conversing with a very good good friend. You recognize, human stuff.
That is true for most individuals. No matter how a lot an individual loves their work, they love their household and associates, their travels and their hobbies far more. And they’re going to make investments time in something that helps them reside higher daily.
That features in search of out, and consuming, life-style content material.
What’s Life-style Content material?
Life-style content material is written, visible or audio content material about every day life. Journey, well being, magnificence, home and residential, private funds, health, inexperienced residing, cosmetics, cooking, inside design, gardening, hobbies, handcrafts, work-life stability — all of those are branches of the tree that’s your life-style. They’re additionally nice weblog put up concepts, particularly for a way of life content material creator.
In contrast to business-to-business (B2B) content material, life-style content material is extra involved with the private. It might cowl intimate matters like faith and sexuality.
However like B2B content material, all life-style content material wants to present one thing to the viewers — particularly info, affirmation, leisure or inspiration.
5 Suggestions For Creating Nice Life-style Content material
Like all content material creation, it is best to affirm that your target market is definitely within the matters you write about in your weblog.
Key phrase analysis is a giant a part of that – what search phrases is your viewers utilizing to search out the content material they’re searching for? Can they be enticed to learn associated posts or bounce to a unique social media platform to see a recent type of content material?
However life-style content material advertising and marketing requires an additional stage of creativity and thoughtfulness. How, for example, would possibly a footwear model create a way of life put up that individuals really care about? And what kind of content material would they even create?
I’ll inform you this a lot: It may be executed. Teva, a way of life model that makes adventure-ready, sustainable and trendy sandals, constructed its weblog round topics that its viewers cares about. See for your self:
The important thing?
They discovered widespread threads between their model and their target market within the type of shared values — exploration (emotional and bodily), craft, expression and positivity. You’ll additionally discover that their merchandise seem in each single life-style put up, even in an article titled “how you can make do-it-yourself flour tortillas.”
Your theme and the way properly it relates again to your model, and the matters you select to cowl about that theme, are each essential.
However there’s extra that goes into crafting impactful and memorable life-style content material. Let’s take a look at a couple of pointers:
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1. Write With an Genuine Voice
Drop the jargon and soulless language in the event you may help it. Readers and followers must really feel such as you care in regards to the matter on a private stage. That is completely different than, say, a enterprise article about software program integrations, the place experience is king.
A life-style viewers cares about experience, however additionally they care about intangibles like their condominium’s feng shui, confidence of their look, delight of their decor and all of the enjoyable they’ll have across the hearth pit you simply taught them how you can construct.
I’ve discovered that it helps to make use of private anecdotes. These will showcase your credibility and expertise along with your matter. Plus, in case your viewers feels linked to you thru the emotions you categorical in your writing, they’ll come again for extra. Popular culture references are additionally welcome.
To place it merely, life-style writing is essentially about how the content material makes the goal client really feel. As any good pet proprietor is aware of, voice and tone instantly have an effect on how a message is obtained.
2. Break Your Content material Up With A number of Headers
Life-style content material needs to be ethereal.
A wall of textual content with lengthy paragraphs and run-on sentences will go away your viewers gasping for breath.
For those who’re writing a few text-heavy topic, embrace some eye-catching graphic content material resembling a enjoyable video. This visible content material is a way of life blogger’s means of cracking a window.
3. Attempt to Preserve it Evergreen
Most life-style content material is inherently evergreen. As an example, “Acclimating your pet to the brand new home” shall be related so long as individuals with pets transfer into new homes. “10 meals each athlete ought to keep away from” shall be as helpful in 2024 as it’s now — presuming there are nonetheless athletes who eat meals in 2024.
And even the stuff that’s trend-based (e.g., mid-century fashionable furnishings has been in sizzling demand since 2015) often has worth past the yr it was written (mid-century fashionable remains to be cool final I checked).
That mentioned, pay cautious consideration to the place you may be relationship your self.
“Spruce up your condominium with these 5 low-light houseplants” will age higher than “The perfect low-light houseplants of 2023.”
And in the event you embrace a yr in your title for search engine optimisation functions, don’t embrace it within the URL. You possibly can replace a title from 2023 to 2024 subsequent yr and re-promote your content material, however altering a URL is a problem.
4. Be Concise and Accessible
Nice content material isn’t hurried and it doesn’t skimp on element. Nonetheless, as a content material creator, be aware of what particulars are distracting or pointless.
Additionally: Understand that individuals who learn life-style blogs don’t wish to really feel like they’re taking the studying comprehension portion of the GRE. Don’t make them dig for info. For those who’re offering directions in a how-to or recipe weblog put up, do it in clear steps. For those who’re creating a listing (“5 issues to do in Portland, Maine”), break them up and possibly embrace a photograph of every of these 5 issues.
Just a few extra ideas right here:
- Use quick sentences.
- Keep away from needlessly large phrases.
- Listing issues out in bullet factors.
5. Make it Unique and Actionable
Folks wish to stroll away from life-style content material having realized one thing that they will use in life. It may very well be one thing in regards to the world. Or it may very well be one thing about themselves.
Both means, they should really feel that the data, instruction or perspective they’ve acquired will complement or improve some a part of their life-style.
Resist the temptation to spew out platitudes or rehash what one other life-style blogger has already mentioned. It’s advantageous to make use of different advertising and marketing campaigns for inspiration, however don’t simply mirror their concepts. Supply one thing that individuals can really use — actionable recommendation, instruction, recipes, and many others. And attempt to say what you’re making an attempt to say in a brand new and fascinating means.
As you’re creating content material, ask your self: Is that this an fascinating learn, and can it make my reader’s life higher?
For those who can truthfully reply “sure” to each questions, you’re cooking with fuel.
Don’t Overlook to Promote Your Content material on Social Media
Anecdotally, I’ve discovered that life-style manufacturers are inclined to see greater engagement on Fb, Twitter, Pinterest and Instagram than different varieties of manufacturers.
This shouldn’t come as a shock. Folks look to social media platforms for inspiration — the place they need to go for enjoyable, what books they need to learn, what meals they need to attempt cooking.
Social media was virtually made to advertise life-style advertising and marketing, and in the event you’re a way of life model, that’s excellent news for you. Be sure to use social media to your benefit.
One Extra Factor: Embrace the Energy of Empathy
For those who ever end up actually battling an introduction to a way of life weblog put up or a how-to video script, simply attempt empathizing.
Empathy issues in all content material advertising and marketing, however particularly in life-style content material advertising and marketing. Your viewers is profoundly invested in their very own happiness, and life-style content material performs a job in that. Actually put your self of their footwear as you sort out an issue or assist them obtain a purpose.
In case your viewers is satisfied that you simply “get it,” they’ll hearken to what it’s important to say time and time once more.
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Editor’s Notice: Up to date June 2023.