The beauty business is booming.
I'm talking billions of dollars.
And the options for beauty and skincare products seem endless.
Both indie and iconic brands fight to dominate the space.
To make your brand stand out, you need solid strategies and engaging content that cut through the noise.
Here, I’ll give you five content strategy tips to help you claim your S.P.A.C.E., so you can build your brand, authority, and customer loyalty.
Your content strategy should be a written document that you use as a roadmap:
★ Decide where you want to go
★ Map out your “Directions”
To make things simple, I created the “S.P.A.C.E.” checklist.
The “S” stands for “Strategy,” which is the big picture. The “P.A.C.E.” stems from the Strategy and identifies some of the major stops you'll make on your content journey.
1. STRATEGY
Your content strategy will give you focus and direction.
It doesn’t have to be jam-packed with details, but it should identify the following:
5Ws, H, and W.U.? (What’s Up?):
✅ 5Ws:
- Why? (Describe your goals, values, mission, and vision)
- Who? (Describe your target audience – see “Audience” below)
- What? (What is your product? What is your unique selling proposition (USP))?
- When? (Create an editorial calendar that plans content for the next 12 months)
- Where? (On what platforms will you promote your content – see “Platforms and Promotion” below)
✅ H:
- How? (In what formats will you provide content? – video, blog posts, email, infographics, podcasts).
✅ W.U. (What’s Up?):
The “What’s Up?” is the part of the content strategy where you explore M.O.R.E. (Measure. Organize. Research. Evaluate.)
- Content Audit (document and organize the content you already have)
- Keyword Research (determine relevant keywords you will target for search engine optimization [SEO])
- Metrics and Key Performance Indicators (KPIs) (Examples: website traffic, marketing-qualified leads (MQLs), sales-qualified leads (SQLs), conversion rates, sales growth, revenue growth, likes, shares, and comments).
- Competitive Analysis (analyze what other brands are doing and determine how you can differentiate)
- Tools and Technologies (e.g., email software provider, content management system, keyword research tool)
- Workflow (describe who will do what and when)
- Processes and Procedures (describe how work will be done, including any automation)
- Optimization (search engine optimization, voice-search optimization, conversion optimization, and landing page optimization)
2. Platforms and Promotion
Many beauty and skincare brands rely on social media to launch products and grow their reach. Choose platforms where your customers hang out (e.g., YouTube, Facebook, Instagram, mobile).
Decide the following:
- Goals for the platform
- Brand voice
- Topics
- Post frequency
- Calls-to-action
- Key performance indicators (KPIs)
3. Audience
Research, research, research.
Know your target audience. Create a buyer persona that includes behavioral, demographic, geographic, and psychographic information. You may include data, such as:
- Gender
- Problems and pain points
- Goals and values
- Lifestyle
- Location
- Interests
4. Consistent Customer-centric Content
Create consistent customer-centric content that excites and engages your audience. You want true fans! So, give them content they want. On a regular basis.
Create content for the different stages of the buyer’s journey.
- Awareness (blog posts, makeup tutorials, How-to’s)
- Evaluation (contests/giveaways, discounts/coupons)
- Decision (customer stories, webinars)
5. Emotional Connection
Don’t underestimate the power of emotion.
A wise person once said, “Logic tells. Emotion sells.”
So, here’s the deal:
The reason consumers buy beauty and skincare products is because they want to feel better about themselves.
Your job:
Make them feel beautiful.
Make them feel confident.
Make them feel happy.
Do video tutorials. Tell authentic stories. Make them remember.
Listen. Lurk. Learn.
Then adapt, innovate, and dominate!
Conclusion:
Your target audience is at the core of your content marketing plan and your content strategy.
Give yourself an advantage and create your S.P.A.C.E. content strategy checklist.
✅ Strategy
✅ Platforms and Promotion
✅ Audience
✅ Consistent Customer-centric Content
✅ Emotional Connection
Give your customers and prospects an awesome customer experience that will help you build long-lasting relationships and make your brand unforgettable.
Now, it’s your turn.
What tips do you plan to add to your content strategy?
For more content strategy advice and how I may be able to help you, please contact me at www.facecarecomplete.com.