I’ll be sincere: I don’t suppose all that a lot about content material advertising 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 already know, human stuff.
That is true for most individuals. No matter how a lot an individual loves their work, they love their household and mates, their travels and their hobbies rather more. And they’re going to make investments time in something that helps them stay higher everyday.
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 life-style content material creator.
Not like business-to-business (B2B) content material, life-style content material is extra involved with the private. It might cowl intimate subjects like faith and sexuality.
However like B2B content material, all life-style content material wants to offer 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, you must affirm that your target market is definitely within the subjects you write about in your weblog.
Key phrase analysis is an enormous 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 soar to a unique social media platform to see a contemporary type of content material?
However life-style content material advertising requires an additional degree of creativity and thoughtfulness. How, as an illustration, would possibly a footwear model create a life-style 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 achieved. Teva, a life-style 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 “methods to make do-it-yourself flour tortillas.”
Your theme and the way nicely it relates again to your model, and the subjects you select to cowl about that theme, are each crucial.
However there’s extra that goes into crafting impactful and memorable life-style content material. Let’s take a look at a number of pointers:
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1. Write With an Genuine Voice
Drop the jargon and soulless language in case you will help it. Readers and followers have to really feel such as you care in regards to the matter on a private degree. That is totally different than, say, a enterprise article about software program integrations, the place experience is king.
A way of life viewers cares about experience, however additionally they care about intangibles like their house’s feng shui, confidence of their look, pleasure of their decor and all of the enjoyable they’ll have across the fireplace pit you simply taught them methods to construct.
I’ve discovered that it helps to make use of private anecdotes. These will showcase your credibility and expertise together with your matter. Plus, in case your viewers feels linked to you thru the emotions you specific 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 shopper really feel. As any good pet proprietor is aware of, voice and tone straight have an effect on how a message is obtained.
2. Break Your Content material Up With Plenty of Headers
Life-style content material must be ethereal.
A wall of textual content with lengthy paragraphs and run-on sentences will depart your viewers gasping for breath.
If you happen to’re writing a couple of text-heavy topic, embrace some eye-catching graphic content material corresponding to a enjoyable video. This visible content material is a life-style blogger’s method of cracking a window.
3. Attempt to Preserve it Evergreen
Most life-style content material is inherently evergreen. For example, “Acclimating your pet to the brand new home” can be related so long as individuals with pets transfer into new homes. “10 meals each athlete ought to keep away from” can 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 scorching demand since 2015) often has worth past the 12 months it was written (mid-century fashionable remains to be cool final I checked).
That stated, pay cautious consideration to the place you could be courting your self.
“Spruce up your house with these 5 low-light houseplants” will age higher than “The very best low-light houseplants of 2023.”
And in case you embrace a 12 months in your title for search engine optimization functions, don’t embrace it within the URL. You may replace a title from 2023 to 2024 subsequent 12 months and re-promote your content material, however altering a URL is a trouble.
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 conscious of what particulars are distracting or pointless.
Additionally: Remember 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. If you happen to’re offering directions in a how-to or recipe weblog put up, do it in clear steps. If you happen to’re creating an inventory (“5 issues to do in Portland, Maine”), break them up and perhaps embrace a photograph of every of these 5 issues.
A number of extra ideas right here:
- Use brief sentences.
- Keep away from needlessly large phrases.
- Listing issues out in bullet factors.
5. Make it Authentic and Actionable
Folks wish to stroll away from life-style content material having realized one thing that they’ll use in life. It could possibly be one thing in regards to the world. Or it could possibly be one thing about themselves.
Both method, 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 stated. It’s advantageous to make use of different advertising campaigns for inspiration, however don’t simply mirror their concepts. Provide 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 attention-grabbing method.
As you’re creating content material, ask your self: Is that this an attention-grabbing learn, and can it make my reader’s life higher?
If you happen to can truthfully reply “sure” to each questions, you’re cooking with gasoline.
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 sorts 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 strive cooking.
Social media was virtually made to advertise life-style advertising, and in case you’re a life-style model, that’s excellent news for you. Be sure to use social media to your benefit.
One Extra Factor: Embrace the Energy of Empathy
If you happen to ever end up actually battling an introduction to a life-style weblog put up or a how-to video script, simply strive empathizing.
Empathy issues in all content material advertising, however particularly in life-style content material advertising. Your viewers is profoundly invested in their very own happiness, and life-style content material performs a task in that. Actually put your self of their sneakers as you sort out an issue or assist them obtain a aim.
In case your viewers is satisfied that you just “get it,” they’ll hearken to what you need to say time and time once more.
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Editor’s Word: Up to date June 2023.