The marketing team sits around a table discussing content strategy
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Think about the last time you saw an ad that really resonated with you. Maybe it was a heartwarming commercial about a family sitting around the dinner table or an inspiring video of an athlete pushing himself to his limits. Now take a moment to think about why that ad resonated with you – perhaps the storyline, the emotions it evoked, or the values it expressed.
Maybe it wasn't just a product pitch that drew you in, but the pinnacle of lifestyle content marketing. We're all constantly bombarded with content and ads every day, so a generic message that screams “buy this product” just isn't enough.
As consumer behavior and expectations change, personalization has become even more important, especially in marketing strategies. Tailoring content to resonate with your audience can help you cut through the noise and meet their increasing expectations.
What is Lifestyle Content Marketing?
This type of marketing focuses on creating and delivering content that is tailored to the interests of your target audience. Rather than directly promoting your products or services, you want to connect with consumers by providing them with valuable, relevant content. Your goal is to provide them with information that can improve their lives or address a specific need.
Many outdoor brands excel at this type of marketing. They know how to provide tips, inspiration, and entertainment. It all depends on what their audience wants. For example, Patagonia has a community page next to every product page.
If you're interested in fly fishing, you can check out their website to see their gear, read their fishing tips, and learn from their videos about how dams, hatcheries, and net pens affect the environment. You might wonder what researching environmental issues has to do with selling fishing vests and backpacks, but they appeal to the consumer's interest. And over time, a real community is forming.
Why does this matter?
Marketers understand how important it is to connect with consumers on a personal level and create content that is relevant to their lives. However, the popularity of social media has increased the importance of lifestyle content marketing. With more competition online, brands must become more strategic. This is especially true in industries such as fashion and beauty, health and wellness, food and travel.
My wife is a Glossier fan, and she noticed that the company uses user-generated content and influencer partnerships to create an online community. Real people talk about the best ways to use their products and post reviews of the products they love. This type of marketing puts the company in the lives of its fans, not just a company that offers products.
The power of lifestyle content
Lifestyle content is highly impactful because it speaks directly to your customers' aspirations. By tapping into their core values, it strikes a deeper chord beyond the transactional nature of traditional marketing.
Incorporating storytelling into your lifestyle content marketing campaigns is a powerful way to build an emotional connection. For example, brands like Nike NKE and Lululemon have impacted large audiences by showcasing stories of inspiring athletes who achieved their goals despite obstacles.
“Breaking2” was part of an emotive campaign showcasing runners attempting to break the two-hour marathon barrier. Nike documented the athletes' training regimens and personal sacrifices — and, of course, they were wearing Nike shoes all the way through. Showcasing athletes achieving incredible feats inspires consumers to pursue their passions and associates the brand with unwavering determination.
Consistently providing your audience with relatable content will help build unwavering customer loyalty over time. Start by deciding what you want to share with your audience. Think about what emotion you want to express. Not every brand needs to publish inspiring sports achievements. It may be better for your brand to focus on heartwarming stories of ordinary people who find joy in pursuing their hobbies.
Tailor content to your audience
So how can brands go about this strategy? A great place to start is by getting to know your target audience through research. Use surveys, interviews, and social media listening to gather insights into their lifestyles. If you have existing customer data, analyze that too.
Once you feel confident about how well you understand your audience, you can start aligning your brand values and messaging with their aspirations. Start by defining your brand identity and its core values, and make sure they resonate with your target audience.
If sustainability and environmental awareness are important to your customers, incorporate efforts into your strategy that highlight your brand's commitment to environmentally friendly practices. The key is to maintain your authenticity by promoting the values you actually stand for. Don't engage in greenwashing and deceive your customers by making them believe you're doing more than you actually are. Ideally, promotion should come naturally, as your brand should already be making an impact.
Build deeper connections
Content that resonates with your ideal customer's lifestyle is your biggest driver of better connecting and building community. By showcasing your brand's personality and values, you'll find people who resonate with you. If done well, you'll attract more customers and build lasting relationships.
