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 prone to discover me repotting a plant, studying, taking part in with my canine, grocery purchasing or conversing with a great good friend. You realize, 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 way more. And they’ll make investments time in something that helps them dwell higher each day.
That features in search of out, and consuming, life-style content material.
What’s Way of life Content material?
Way of life 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 submit 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 may cowl intimate matters like faith and sexuality.
However like B2B content material, all life-style content material wants to offer one thing to the viewers — specifically info, affirmation, leisure or inspiration.
5 Suggestions For Creating Nice Way of life Content material
Like all content material creation, it’s best to verify that your target market is definitely within the matters 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 on the lookout for? Can they be enticed to learn associated posts or bounce to a unique social media platform to see a contemporary sort of content material?
However life-style content material advertising and marketing requires an additional stage of creativity and thoughtfulness. How, as an illustration, would possibly a footwear model create a way of life submit that folks truly 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 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 frequent 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 submit, even in an article titled “learn how to make home made flour tortillas.”
Your theme and the way nicely 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 have a look at just a few pointers:
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1. Write With an Genuine Voice
Drop the jargon and soulless language in the event you can assist it. Readers and followers must really feel such as you care concerning the subject on a private stage. 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 condominium’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 learn how to construct.
I’ve discovered that it helps to make use of private anecdotes. These will showcase your credibility and expertise along with your subject. Plus, in case your viewers feels linked to you thru the sentiments 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 basically about how the content material makes the goal client 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
Way of life content material needs to be ethereal.
A wall of textual content with lengthy paragraphs and run-on sentences will depart your viewers gasping for breath.
In case you’re writing a couple of text-heavy topic, embody 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. For example, “Acclimating your pet to the brand new home” will probably be related so long as individuals with pets transfer into new homes. “10 meals each athlete ought to keep away from” will probably 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 trendy furnishings has been in sizzling demand since 2015) often has worth past the 12 months it was written (mid-century trendy continues to be cool final I checked).
That mentioned, pay cautious consideration to the place you is likely to be courting 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 embody a 12 months in your title for web optimization functions, don’t embody 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. However, 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 need to really feel like they’re taking the studying comprehension portion of the GRE. Don’t make them dig for info. In case you’re offering directions in a how-to or recipe weblog submit, do it in clear steps. In case you’re creating a listing (“5 issues to do in Portland, Maine”), break them up and possibly embody a photograph of every of these 5 issues.
A number of extra ideas right here:
- Use brief sentences.
- Keep away from needlessly massive phrases.
- Listing issues out in bullet factors.
5. Make it Unique and Actionable
Individuals need to stroll away from life-style content material having realized one thing that they will use in life. It could possibly be one thing concerning the world. Or it could possibly 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 superb to make use of different advertising and marketing campaigns for inspiration, however don’t simply mirror their concepts. Provide one thing that folks can truly use — actionable recommendation, instruction, recipes, and so forth. And attempt to say what you’re attempting to say in a brand new and attention-grabbing means.
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?
In case you can truthfully reply “sure” to each questions, you’re cooking with fuel.
Don’t Neglect to Promote Your Content material on Social Media
Anecdotally, I’ve discovered that life-style manufacturers are inclined to see larger engagement on Fb, Twitter, Pinterest and Instagram than different sorts of manufacturers.
This shouldn’t come as a shock. Individuals 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 marketing, and in the event you’re a way of life model, that’s excellent news for you. Ensure you use social media to your benefit.
One Extra Factor: Embrace the Energy of Empathy
In case you ever end up actually battling an introduction to a way of life weblog submit or a how-to video script, simply strive 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 sneakers as you sort out an issue or assist them obtain a objective.
In case your viewers is satisfied that you just “get it,” they’ll take heed to what you must say time and time once more.
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Editor’s Word: Up to date June 2023.