Historically, the beauty industry’s growth has been driven by brick-and-mortar sales, but these brands are now using content marketing to capture clients online. As consumers embraced digital shopping experiences during the pandemic, online sales grew to become a significant revenue generator. What fueled the most eCommerce sales in this industry? Content marketing. Beauty brand content marketing extends far beyond product page descriptions and paid advertisements. It requires you to target your audience appropriately throughout their buying cycle. Those who do it well will expand their audience, strengthen their brand, and ultimately generate more revenue.
Beauty brands that perform poorly in content marketing, on the other hand, will leave gaps in the buyer’s journey. In other words, their content will fail to achieve any customer touchpoints. Furthermore, they will lose Google’s organic market share as well as the corresponding traffic, new customers, and sales. This article will look at the benefits of doing content marketing in this industry. We will also talk about some content marketing tips that beauty brands can use to sell their makeup and cosmetics.
Benefits of content marketing for beauty brands
As mentioned previously, consumers rely heavily on various types of content to make purchasing decisions. This content also helps them conduct research on new products and learn how to use various types of beauty products. Your brand must engage with this content throughout the customer journey.
1) Standing out in a crowd
Global beauty industry spending was $483 billion in 2020, and it is expected to exceed $715 billion by 2025. In such a crowded market, content marketing helps beauty brands to break through the noise and stand out.
2) Generating brand awareness and sales
Content marketing is critical for your cosmetics brand because it allows you to: improve your Google organic rankings and visibility, boost brand awareness, make your brand stand out, put a spotlight on your brand’s personality, increase website traffic, bring in new customers, build long-term customer relationships and, ultimately increase revenue. Beauty content marketing fosters customer trust and loyalty. You can do this by providing valuable information throughout the customer journey. The right content marketing strategy also allows your brand to stay at the forefront of people’s minds over time.
3) Organic search success
Terakeet’s Beauty Market Share Report calculates the organic search visibility of top brands in each of nine different beauty industry sectors. The research was conducted using non-branded beauty-related keywords. These keywords account for 9,393,580 monthly Google searches. What may surprise you is that it was not the market’s long-standing, established, billion-dollar beauty brands that were winning on Google. Instead, publishers such as Allure, Byrdie, and Good Housekeeping are dominating the organic search landscape with large volumes of high-quality, long-form content, owing to changing consumer behavior that is increasingly digital in nature. These publishers aren’t succeeding because they’re fortunate. It’s because of a significant investment in digital content.
For example, Dotdash, Byrdie’s parent company, invested more than $50 million in content across its publishing portfolio over three years. Most beauty retailers spend millions of dollars on advertising every month. Even after all this, they miss out on the benefits of content marketing. These include increased engagement, higher sales, better customer retention, and lower CAC.
Top content marketing strategies for beauty brands
1) Create SEO-friendly content
An increasing number of consumers use Google at every stage of the purchasing process. By conducting keyword research, you can better understand what your target audience is interested in. Understanding what prospective customers are looking for online can be very beneficial for your beauty brand. Once you know what your audience is looking for, use optimization to create quality content.
This content should connect you with customers at the top, middle, and bottom of the sales funnel. While this includes optimizing eCommerce product pages, there is more to it. Consider creating valuable content centered on informational and educational keywords that customers use during the awareness and research stages of the purchasing journey. Beyond product-specific keywords, this type of SEO includes non-branded queries. This will help you attract more people who haven’t decided on a specific product or brand. What’s more, you can optimize your video content for increased reach and engagement. Furthermore, creating search engine-friendly content is an efficient way to reach the right audience at the right time.
2) Create long-form content
When it comes to organic search, long-form content outperforms shorter content. According to a Semrush study, content ranking in the top three positions in Google is 45% longer than content ranking in position 20 on average. However, don’t add fluff to lengthen your content. Google will pick up on irrelevant content and penalize you for this. Instead, use high-quality content to cover your topic as thoroughly as possible. Google prioritizes content that fully satisfies the intent behind a search so that users do not have to visit multiple websites to find what they’re looking for. Long-form content tends to meet this criterion because it answers many of a person’s questions about a subject. Furthermore, the long-form content allows you to rank for a variety of long-tail keywords with each piece of content. This increases your reach and the ability of your digital assets to attract potential customers.
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By submitting your brand to the right media outlets and startup directories, Pressfarm can boost your online presence, ensuring you rank in relevant search results. With a custom media list as well as a database of 1 million+ bloggers, journalists, and influencers, you can connect with the best storytellers and thought leaders in your niche. One of Pressfarm’s affordable PR packages could be exactly what you need to take your brand to the next level.
3) Choose content distribution channels
Successful beauty brands rely on multiple distribution channels for their content marketing. This could include an eCommerce website, a blog, a content hub, third-party sites and beauty blogs, social media platforms, influencer marketing, branded communities, podcasts, YouTube, PR, email, sponsored content, and collaborations. You should use your marketing channels to produce content that addresses the needs of your target audience at each stage of the customer journey. For example, you could use search engine optimization (SEO) to attract people to your website, then retarget them across social media platforms.
You can also use video to increase engagement with your brand. Once someone joins your mailing list, you can continue to send them content to build and deepen the relationship. To cut through the noise and remain a prominent voice in your industry, you can supplement all of this with PR. You can also complement your PR efforts with social media outreach and influencer marketing campaigns. Over time, you can nurture the relationship by producing content across multiple channels. Keep using this content to direct leads from one stage of the buyer’s journey to the next until someone becomes a paying customer.
4) Utilize user-generated content and reviews
Interacting with user-generated content (UGC) and online reviews is an excellent way to establish trust with your target audience. This content is much more authentic because it is created by actual customers rather than your brand. People may not believe everything you say about your brand, but they will believe what your customers say about it. UGC and reviews are effective forms of social proof. They show people using and enjoying your products. This, in turn, helps to reinforce your digital marketing messaging. Highlight UGC and reviews whenever possible. Display them on your website. Distribute them via social media. Make use of them in PPC ads. The more you can show real people benefiting from your products, the stronger your reputation as a trustworthy brand will become.
5) Increase engagement through interactive content
Interactive content that provides education or helps customers make purchase decisions is becoming increasingly valuable, particularly in the beauty industry. Interactive content thrives in this industry because beauty products are visually appealing. Ulta’s Glam Lab tool is an excellent example of this. It enables customers to see how they will look with various types of makeup, hair colors, and eyelashes. Since the COVID-19 pandemic, the use of this tool has skyrocketed. In fact, millions of people use it to test various products virtually.
Rihanna’s Fenty Beauty brand is another example of beauty content marketing done right. The website includes a shade finder tool that allows customers to select 40 different foundation shades.
Another example is Bleach London’s “Bleach Hair Party” platform. Customers are guided through the hair dyeing process by a prominent, professional colorist. The Hair Party is essentially a digital salon. Customers can participate in live discussions with the brand’s Creative Director, Alex Brownsell, and other guest speakers. Interactive content increases customer engagement while also giving customers the impression that they are in control of the purchasing process. They don’t feel like they’re being sold to. Instead, they feel like they’re a vital part of the entire experience.
6) Build a community
Online communities are an excellent place for beauty brands to increase engagement and build loyalty. They provide a forum for members to share advice, recommend products, and talk about their common interests. Communities also offer a venue for brand representatives to interact with your ideal buyer personas. They can answer questions, give helpful advice, and deal with any problems that may arise.
Glossier has had tremendous success leveraging its online community. Despite having over 3 million followers on its social media profiles, the brand constantly uses social media to have meaningful conversations with customers. This includes everything from answering simple product questions to soliciting suggestions for future products. As a result, Glossier has a large, loyal customer base that adores the brand and is vocal about it.
7) Collaborate with influencers
The beauty industry is more closely associated with influencers than any other industry. Many successful beauty brands work with influencers of all kinds, from the Kardashians to James Charles. Partnering with influencers can significantly impact what products people buy. The good news is that you don’t have to spend a lot of money or work with mega-influencers to make a difference.
Micro-influencers with small audiences frequently outperform macro-influencers in terms of ROI. Despite having a smaller audience, they tend to have a closer relationship with their audience. For this reason, they have more significant influence over their audience and their content receives more engagement. In other words, when a micro-influencer makes a recommendation, their community views it as a testimonial. Furthermore, micro-influencers enjoy doing giveaways for their followers, and brands benefit from the additional exposure. Skincare companies, for example, can provide beauty bloggers with samples of their newly released lip gloss in exchange for promoting it. Most micro-influencers will be happy to promote this product with a branded hashtag.
8) Reuse content
Repurposing content in different formats allows beauty marketers to get more mileage out of content they’ve already created. Instead of creating something entirely new, you can take existing content and transform it into a different format. As an example: You could turn a lengthy blog post into a series of YouTube videos covering the same topic. Alternatively, you could compile a collection of blog posts into a downloadable eBook. Likewise, you could create a lookbook out of a series of Instagram posts. This strategy enables you to distribute more content across a broader range of channels. Ultimately, repurposing your content in this way will connect you with a larger audience.
9) Create an integrated omnichannel experience
Your customers will switch between channels as they progress through the purchasing process. They may begin by reading a blog post, then watch a video on YouTube or TikTok. Finally, they may return to your website in search of answers to specific questions. All of your marketing channels should be integrated to provide the best possible experience for customers. This does not imply that you should copy and paste your beauty marketing materials and messaging from one channel to the next. Rather, you should customize this content for each channel, while maintaining the same brand identity. You want the experience of interacting with your brand to be consistent regardless of the channel a person uses.
10) Run analytics
Make sure to measure and evaluate your results regularly to improve the effectiveness of your content marketing efforts. It would be best if you determined what is and isn’t working and what changes must be made. The metrics you use to assess the effectiveness of your content will, of course, be determined by the content itself. You could track how much organic search traffic a blog post receives, how long visitors stay on the page, and whether they click through to any product pages. You could also count the number of views and the average time spent watching. It’s also important to measure the percentage of viewers who watched past a certain point for a video.
If a piece of content performs exceptionally well, try to figure out why and then employ that strategy more frequently in the future. If your content isn’t performing well, make changes as needed and test until you find what works best.
Intrusive 30-second TV commercials or 15-second YouTube ads that interrupt customers who are browsing for something different don’t count as good beauty content marketing. These ads act as megaphones, blasting users with unwanted messages in the hopes of gaining a few seconds of attention. When done correctly, they have the potential to increase brand awareness. However, most audiences ignore traditional ads by clicking the skip button as soon as they can.
On the other hand, search-focused content marketing initiates a conversation with audiences who are already looking for you. This kind of content marketing invites them to engage with your brand on their own terms. It listens to what customers want and responds in real-time. This type of marketing also requires a thorough understanding of your target audience. You must understand how they think, search, and what they expect in exchange for a few moments of their priceless attention. If you can do your content marketing right, you can win people to your brand and create a loyal audience.