Thanks to the evolution of content marketing, building your brand and increasing sales is no longer as simple as sharing content that extols the benefits of your product or services. Letting the world know about how wonderful your company is and how it can help solve their problems should no longer be the sole focus of your content marketing success strategy.
Instead, product and service descriptions should stay on dedicated pages on your site, and your blog should be all about building a connection with your audience through catering to their chosen lifestyle and how your company fits into the type of life that they want to live.
Think about this…
People build certain preferences during their lifetime in regards to the car they want to drive, the clothes they want to wear, and the home they want to live in. Some of these preferences are built by personal experiences with specific brands, of course, but not as much as you might think.
The media that people are exposed to is also a key factor in choosing the brands that they want to use. When someone sees a commercial, blog post, or other piece of media that shows folks living an amazing life, they latch on to it, and hard. “These people really get what I want,” they think, and consumers are then encouraged to use the product that they see on the screen, thinking that choosing that specific brand will lead them to live the lifestyle that they see portrayed.
Take Mountain Dew, for example. Their commercials, content, and all other forms of their brand marketing show people that drink their product live an exciting, adrenaline rush fueled kind of life – they show us surfers, mountain climbers, and skateboarders enjoying their beverage. And they’ve built an empire by embracing a specific culture, all through lifestyle marketing.
So, how do you cash in on this brand building phenomenon?
1) Choose the type of lifestyle that attracts your audienceThis might seem like a pretty obvious first step, but if you have a large marketing department or multiple pieces of input from your team (no matter the size), your lifestyle marketing message might become muddled and seem overwhelmingly complicated.
To define the best lifestyle message for your brand, ask yourself:
What does your ideal customer like to do with their free time?
Where do they go for entertainment?
What’s important to them?
You can also create a survey asking your customers for their input, and offer them a coupon or other special offer to increase your chances of getting a higher number of responses.
2) Create content that caters to your audience’s lifestyleOnce you have a firm foundation in regards to the lifestyle that calls to your audience, your next step is to create content that shows them that you understand their chosen lifestyle and what it will take to lead that type of life.
Take the opportunity to really connect with your audience…
3) Keep your lifestyle marketing message consistent
Content marketing that is well done does more than just drive traffic to your company’s website or blog – it cements you as an expert in the lifestyle that your audience craves.
Continue on that path by consistently creating content that speaks to your audience and shows that you understand them. Stay on course with regular, targeted lifestyle marketing focused content and you will see a huge impact on your brand – and your bottom line.
Do you have a blog (and use it)?
If you haven't been living under a rock since approximately 2006, you know that blogging is not just big, it's huge. Blogging can make the difference between your business thriving or failing. Honestly.
Think about it. The Internet is out there 24 hours a day, 7 days a week. It's answering people's questions, giving them directions and helping them figure out what products and services to use.
If you're not putting your own content out there for potential customers to see, guess what they're doing? If you thought that they're sitting around hoping and praying for a business like yours to fall into their laps, you're dead wrong. They're finding your competitors content and buying from them, instead. Yikes!
So what can you do? Get yourself out there. You don't need to spend a fortune on digital marketing firms or fancy schmancy website design. You need a URL and a blog. That's it. If you don't have a blog, get one. Seriously. Right now.
Are you sharing valuable and well-written content?
Ok, so you got yourself a blog. Awesome. Now, what? You start sharing your knowledge. Yep, that's it.
You offer what you know in an effort to help others, establish yourself as an expert in your field, and watch your SEO grow exponentially.
You're trying to do it all yourself? Seriously?
The one thing that all business owners have in common is the lack of enough hours in the day to get everything done. They are just stretched too thin between administrative tasks, staffing concerns, and making sure that their business runs as smooth as possible.
So how are you supposed to implement an amazing content marketing strategy?
One word: outsourcing.
You don't have to do it all yourself. You can delegate the content creation to a freelance writer and focus on what you do best - running your business - all while you have that warm fuzzy feeling that comes from knowing that your content is making (and not breaking) you, after all.