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 buying or conversing with an excellent pal. 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 far more. And they’re going to make investments time in something that helps them dwell higher day after day.
That features searching for out, and consuming, way of life content material.
What’s Life-style Content material?
Life-style content material is written, visible or audio content material about each 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 way of life. They’re additionally nice weblog submit concepts, particularly for a life-style content material creator.
Not like business-to-business (B2B) content material, way of life content material is extra involved with the non-public. It may cowl intimate matters like faith and sexuality.
However like B2B content material, all way of life content material wants to provide one thing to the viewers — specifically info, affirmation, leisure or inspiration.
5 Suggestions For Creating Nice Life-style Content material
Like all content material creation, it’s best to verify that your audience 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 searching for? Can they be enticed to learn associated posts or leap to a special social media platform to see a recent form of content material?
However way of life content material advertising requires an additional degree of creativity and thoughtfulness. How, as an example, may a footwear model create a life-style submit 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 carried out. Teva, a life-style model that makes adventure-ready, sustainable and classy 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 audience 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 way of life submit, even in an article titled “tips on how to make do-it-yourself flour tortillas.”
Your theme and the way effectively it relates again to your model, and the matters you select to cowl about that theme, are each crucial.
However there’s extra that goes into crafting impactful and memorable way of life content material. Let’s take a look at just a few 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 must 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 in addition they care about intangibles like their condo’s feng shui, confidence of their look, pleasure of their decor and all of the enjoyable they’ll have across the hearth pit you simply taught them tips on how 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 related to you thru the sentiments you categorical in your writing, they’ll come again for extra. Popular culture references are additionally welcome.
To place it merely, way of life 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 immediately have an effect on how a message is obtained.
2. Break Your Content material Up With Plenty of Headers
Life-style content material ought to be ethereal.
A wall of textual content with lengthy paragraphs and run-on sentences will go away your viewers gasping for breath.
When you’re writing a couple of text-heavy topic, embrace some eye-catching graphic content material equivalent 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 way of life content material is inherently evergreen. As an example, “Acclimating your pet to the brand new home” might be related so long as folks with pets transfer into new homes. “10 meals each athlete ought to keep away from” might 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 scorching demand since 2015) often has worth past the yr it was written (mid-century trendy continues to be cool final I checked).
That mentioned, pay cautious consideration to the place you is perhaps courting your self.
“Spruce up your condo with these 5 low-light houseplants” will age higher than “One of the best low-light houseplants of 2023.”
And in case you embrace a yr in your title for search engine optimization 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. However, as a content material creator, be conscious of what particulars are distracting or pointless.
Additionally: Understand that individuals who learn way of life 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. When you’re offering directions in a how-to or recipe weblog submit, do it in clear steps. When you’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 suggestions right here:
- Use brief sentences.
- Keep away from needlessly massive phrases.
- Checklist issues out in bullet factors.
5. Make it Unique and Actionable
Folks wish to stroll away from way of life content material having discovered 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 method, they should really feel that the information, instruction or perspective they’ve acquired will complement or improve some a part of their way of life.
Resist the temptation to spew out platitudes or rehash what one other way of life blogger has already mentioned. It’s tremendous 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 fascinating method.
As you’re creating content material, ask your self: Is that this an fascinating learn, and can it make my reader’s life higher?
When 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 way of life manufacturers are inclined to see greater engagement on Fb, Twitter, Pinterest and Instagram than different kinds 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 way of life advertising, and in case you’re a life-style model, that’s excellent news for you. Ensure you use social media to your benefit.
One Extra Factor: Embrace the Energy of Empathy
When you ever end up actually scuffling with an introduction to a life-style weblog submit or a how-to video script, simply attempt empathizing.
Empathy issues in all content material advertising, however particularly in way of life content material advertising. Your viewers is profoundly invested in their very own happiness, and way of life content material performs a job in that. Actually put your self of their footwear as you deal with an issue or assist them obtain a aim.
In case your viewers is satisfied that you simply “get it,” they’ll take heed to what you must say time and time once more.
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Editor’s Notice: Up to date June 2023.
