Benefits of Beauty Content Marketing

Content marketing is often stereotyped as just involving the writing of blog posts. However, for beauty content marketing, there are so many other ways to get relevant, valuable information to your target audience. The big question then is, with so much content on the internet, is it worth it?

What does beauty content mean?

Beauty content is any content related to beauty that your brand produces. These could be blogs, videos, makeup tutorials, demonstrations, infographics, and more. All that matters is that the content is relevant to your audience and has value to them.

Caption: an example of Dove’s content on their website show tips and how-to guides

What are the benefits of beauty content marketing?

1. Boosts rankings

Content makes you look more authoritative, showing your expertise on various topics. Producing a variety of different content that is relevant to your audience and which answers their questions is key to boosting your rankings. This applies to both the content and related product pages when you link to them in your content.

Well-optimized content ranks higher in the search results. When content is well-optimized it means that it is optimised for the search engines and includes their ranking factors, like https://www.dove.com/uk/stories/tips-and-how-to.html image descriptions. It also helps if it also looks more authoritative and shows off your expertise.

If it’s ranking for the right search terms, it can help users trust your brand more because it shows you care about what they’re interested in and answer those questions. Ranking for the right search terms involves picking keywords to optimise your content around that are related to searches your audience will do. For beauty brands, this might be terms like ‘best skin care routine’, an informational search that allows you to show your expertise in a piece of content.

2. Build links

Authoritative content shows off your expertise on a topic. If it has a unique or thorough take on the topic can help you build backlinks to your site, as it may be linked to in content pieces on other sites, which helps to boost your rankings in a different way. Receiving backlinks from other sites shows search engines that the content you have created has a lot of value and is high quality, which can increase its ranking in the search results.

Another positive benefit of content that comes from backlinks to your content is that it drives more traffic to your site. This can increase your brand awareness and potentially increase conversions, whether that’s signing up to an email list, buying beauty products or booking an appointment further down the line if they like what they see and grow to trust your site.

3. Increased engagement

Producing high-quality beauty content as part of your marketing strategy is a great way of increasing engagement with your brand. Whether your content is a meme or infographic shared on social media or a blog post you encourage people to write comments on it, this helps to show your audience that you’re engaging with them, and in return, they’ll engage with you. They might sign up for a mailing list, or follow you on social media, or even consider purchasing a product.

Caption: Example of a meme used to promote engagement on social media

4. Retargeting

Content helps with retargeting, as people who visit your blogs, videos or other content for informational purposes may eventually decide to purchase. Retargeting is when, after visiting your site once, they see your ads on social media or other platforms which can remind them of your brand. Because they will already have had a positive experience with your content, they will trust you and be more likely to purchase from you.

5. Builds email lists

If your brand regularly posts a lot of high-quality content, you’re more likely to find that people will sign up to your mailing list. This is because they know they can rely on the content you produce to answer their questions and because you have demonstrated that you are an expert on the topic.

6. Path to purchase

On the path to purchase or conversion funnel, beauty content marketing can be a deciding factor for some consumers because of the authority and expertise shown in the content a brand produces. One of the things to consider is that a person searching for information queries such as ‘how to get perfect eyeliner isn’t necessarily looking to buy eyeliner immediately. They’re at the beginning of the path to purchase, but with your content, you can nurture them through to that decision to checkout with various content pieces that will help them make their decision.

Caption: Image of the conversion funnel

7. Build brand awareness

Content can help build your brand awareness, because of the higher engagement, and sharing of your content on social media, more people will see your brand name. This means if they come across your brand when purchasing or doing their own research, they’re more likely to engage with it and trust you because you’ve been shown to be trustworthy.

Summary

From increasing brand awareness and engagement to progress down the path to purchase, beauty content marketing adds a lot of benefits to your marketing strategy. You’re able to add to the authority and trustworthiness of your brand because you can portray yourself as the expert, answering your audience’s questions with relevant, valuable content. And remember, not all of the content needs to be a blog. Your audience might find videos and infographics a more helpful way of digesting content, so you can tailor your beauty content marketing to your audience.