NewsCred's Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
Benefit Cosmetic has it’s act together when it comes to content. In Frank Marquardt’s Digital Strategy class, we were tasked with performing a content analysis for the brand to become familiar with the process. I focused on the brands’ presence and engagement on social media, their cross-platform executions, and primary messaging. Here’s a summary of what I picked up in the colorful sea of Benefit Cosmetic content.
Beauty brands “spend obscene amounts on content marketing to stand out.” Which brands spend most wisely? sQills’ CONTENT SELLS BEAUTY is featuring 5 Out of the Box Content Marketing Cases in the Beauty Industry with Outstanding ‘On Budget Effectiveness’.
A lifestyle magazine from the house of ABP, Unish Kuri's Digital and Social Media exploits were scanned by us for potential opportunity areas.
Presenting the study.
Benefit Cosmetic has it’s act together when it comes to content. In Frank Marquardt’s Digital Strategy class, we were tasked with performing a content analysis for the brand to become familiar with the process. I focused on the brands’ presence and engagement on social media, their cross-platform executions, and primary messaging. Here’s a summary of what I picked up in the colorful sea of Benefit Cosmetic content.
Beauty brands “spend obscene amounts on content marketing to stand out.” Which brands spend most wisely? sQills’ CONTENT SELLS BEAUTY is featuring 5 Out of the Box Content Marketing Cases in the Beauty Industry with Outstanding ‘On Budget Effectiveness’.
A lifestyle magazine from the house of ABP, Unish Kuri's Digital and Social Media exploits were scanned by us for potential opportunity areas.
Presenting the study.
Permaculture Propaganda: A Crash Course in Marketing, Brand Development, Prod...DiegoFooter
Want to make a living at permaculture?
We’ll teach you everything you need to know about the black art of marketing.
You’ll learn strategies, tactics, deep insights into consumer psychology, design deconstruction techniques, secrets, lies, and ways to manipulate the right people in the right ways. Marketing isn’t (necessarily) evil, and it’s not what you think it is.
In this 3-hour workshop that will definitely not put you to sleep, we’ll teach you how to use propaganda for good.
Learn more at permaculturevoices.com.
Public Relations Research Project that depicts the findings from the differences and similarities of the marketing approaches Patagonia and Northface take on Social Media.
Adv420 Victoria's Secret Digital Marketing StrategyYayun Wang
Hello, everyone. I studied and researched the brand Victoria’s Secret (VS) for this semester. Here is my digital marketing strategy with my big ideas. Thanks.
This report is about how and why young Chinese women are using e- commerce and social media to make their shopping choices.
We conducted ethnographic research with 10 young women who are avid online clothing shoppers in Beijing, Shanghai, and Chongqing.
This report is all about young women and clothes, but the conditions and drivers behind the behavior have implications well beyond cheap and cheerful online fast fashion.
Because what we see is that for young consumers in China, the starting point for shopping is shifting from advertising, brands, and retailers… to people.
Struggling to distribute your content across channels? Streamline your content distribution efforts with the "content pillar" approach. These easy-to-follow recipes will show you how.
Permaculture Propaganda: A Crash Course in Marketing, Brand Development, Prod...DiegoFooter
Want to make a living at permaculture?
We’ll teach you everything you need to know about the black art of marketing.
You’ll learn strategies, tactics, deep insights into consumer psychology, design deconstruction techniques, secrets, lies, and ways to manipulate the right people in the right ways. Marketing isn’t (necessarily) evil, and it’s not what you think it is.
In this 3-hour workshop that will definitely not put you to sleep, we’ll teach you how to use propaganda for good.
Learn more at permaculturevoices.com.
Public Relations Research Project that depicts the findings from the differences and similarities of the marketing approaches Patagonia and Northface take on Social Media.
Adv420 Victoria's Secret Digital Marketing StrategyYayun Wang
Hello, everyone. I studied and researched the brand Victoria’s Secret (VS) for this semester. Here is my digital marketing strategy with my big ideas. Thanks.
This report is about how and why young Chinese women are using e- commerce and social media to make their shopping choices.
We conducted ethnographic research with 10 young women who are avid online clothing shoppers in Beijing, Shanghai, and Chongqing.
This report is all about young women and clothes, but the conditions and drivers behind the behavior have implications well beyond cheap and cheerful online fast fashion.
Because what we see is that for young consumers in China, the starting point for shopping is shifting from advertising, brands, and retailers… to people.
Struggling to distribute your content across channels? Streamline your content distribution efforts with the "content pillar" approach. These easy-to-follow recipes will show you how.
20 Useful SEO Tips from Content Marketing ExpertsDavid Nevogt
Web visibility is important for emerging businesses and startups, so Hubstaff has compiled a list of easy SEO tips from respected industry professionals.
Inbound Marketing and SEO for Travel and Tourism Public Relations (PR) - PRSA...HubSpot
Inbound marketing tips and tricks for public relations (PR) in the travel and tourism industry, including lots of information about search engine optimization (SEO) and publishing content like blogs and viral videos.
Best Practices in Content Marketing for the Travel IndustryCaitlin Weiss
Content marketing allows you to go beyond traditional advertising and banner ads and truly connect with your audience through great stories. And when done effectively, it can have real business results, increasing brand awareness, engagement, and leads.
In this SlideShare, you'll learn content marketing best practices, steps to build a content strategy, how to utilize content across the traveler's buyer journey, and case studies of best-in-class luxury travel brands.
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
The growth hacking roadmap that summarizes how startups can maximize the growth of their most valuable customers. It also summarizes the actionable analytics growth hackers should be using including cohort analysis, user testing and key performance indicators.
A major convergence is happening on the web that could disrupt the traditional rules of business and it's no surprise it's being driven by data. With cloud hosting available for pennies on the dollar, over 10,000+ APIs in 2015 available to the public and an estimated 60% of internet traffic compromised of bots, getting data is easier (and cheaper) than ever before. This environment is an ideal opportunity for savvy startups, agencies and businesses looking to take advantage of the wealth of data available. The barrier to entry has been removed and those who act quickly will capitalize, compete and even disrupt in ways we can only imagine. In this presentation, find out the best APIs, processes and technology that you can leverage to get an unfair advantage over your competition in 2015 and beyond.
Descubre los pasos para construir, desarrollar y posicionar tu marca personal. Te enseño todas las herramientas necesarias para llevar tu identidad digital a otro nivel.
Best Practices in Content Marketing for the Travel IndustryNewsCred
Content marketing allows you to go beyond traditional advertising and banner ads and truly connect with your audience through great stories. And when done effectively, it can have real business results, increasing brand awareness, engagement, and leads.
In this SlideShare, you'll learn content marketing best practices, steps to build a content strategy, how to utilize content across the traveler's buyer journey, and case studies of best-in-class luxury travel brands.
Anvil's Lunch & Learn on Using Social to Amplify Your BrandAnvil Media, Inc.
Anvil's Social Media Specialist, Melissa Fears, presented at Anvil's quarterly Lunch & Learn on using social to amplify your brand, increase followers, and obtain more customers.
Trends + Trendsetters: The Best in Fashion Content MarketingNewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the fashion industry.
Interested in learning more? We'd love to hear from you! Feel free to reach out at strategy@newscred.com.
1. Brand Equity
2. Consumer Knowledge about Brand
3. Type of Brand Associations
4. Brand Personality Association
5. Why are Brand Personality Associations Important? – Importance to Marketers
6. Why are Brand Personality Associations Important? – Importance to Consumers
7. When are Brand Personality & Associations are important
8. Implementing a Brand Personality Strategy
9. Executing a Brand Personality Strategy
The Three Pillars of Effective Social Mediasarahsteelsm
Part 1 of the "Which Works Best..." workshop presented on 19th September 2012, on behalf of Ipswich Borough Council and as part of Suffolk Business Month. Please do feel free to leave comments and feedback below. Sarah Steel Social Media.
Back in 2006 when Twitter launched people didn't know what hash tags were, or in 2004 when Facebook launched, fan pages didn't exist!.
Since then technology has moved on. Learn the latest trends in social media, from Like gating on Facebook to Market research.
NuxUK: Social Media & the Impact on People's BehaviourOptimum Exposure
The overall presence is more fragmented and customer engagement is more crucial than ever before.
Find out what this means for your overall customer experience of your brand and how it impacts the customer journey and usability.
Is brand loyalty dead in the age of the social consumer? Our latest social report clearly says brand loyalty is on the rise for brands that are doing it right by consumers.
Watch this webinar to learn more as we discuss how top beauty brands are doing it right in gaining loyal followers and differentiating themselves in the eyes of consumers. You'll learn about best-in-class brands that are investing in positive experiences to grow consumer sentiment and the innovative measurement techniques they use to build consumer loyalty.
KEY TAKEAWAYS:
Gain best practices on improving and measuring lift on customer experiences at key touch points
Preview the latest Brand Passion Report on Beauty & Skincare and see which brands are gaining momentum
Learn innovative loyalty and measurement techniques now possible with social analytics
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
Defining your early brand story is difficult for any startup. Content marketing and social media channels are important to establish credibility. This is a presentation showing how to create a unique value proposition, define your brand story by using your customer perspective. It will help with lead generation and awareness.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. Welcome!
NewsCred’s Strategy Team helps brands build and hone their content
strategies, taking into consideration marketing goals, brand positioning, and
the competitive landscape.
Our Industry Landscape guides aim to educate marketers on trends,
opportunities, and content strategies that best-in-class brands are utilizing to
engage their audiences. In this guide, we’ll take a look at content marketing in
the beauty industry.
Interested in learning more? We’d love to hear from you! Feel free to reach
out at strategy@newscred.com.
- Caitlin Domke, Brand Strategist, NewsCred
3. Some good news for brands:
Shoppers are purchasing more
beauty products online than ever
before, across all categories.
4. Source: A.T. Kirney study, 2014
0%
5%
10%
15%
20%
25%
30%
35%
40%
Skincare Personal
Care
Hair Care Nail care Color
Cosmetics
Fragrances
Beauty product categories consumers
regularly buy online:
2012 2014
6. About 50% of beauty product
consumers are open to different
brands when they begin their
online research.
Source: Google/Millward Brown Digital Beauty Study, July 2013
7. That’s a huge
opportunity for
beauty brands!
Source: Google/Millward Brown Digital Beauty Study, July 2013
“I was not sure
what brand I
would purchase”
“I considered
multiple brands”
“I knew what
brand I would
purchase”
54%
24%
22%
8. “When it comes to growing an online
shopper base for consumable categories,
knowing what drives behavior is vital to
increased engagement.
- NIELSEN-
”
9. 49% of undecided shoppers search
exclusively for non-branded terms
when they begin their research
Source: Google/Millward Brown Digital Beauty Study, July 2013
10. What are beauty buyers searching
throughout the research process?
Awareness
Evaluation
Purchase
#thinkcontentSource: Google/Millward Brown Digital Beauty Study, July 2013
Research Phase
50% searching category terms
21% searching retailers
28% searching brands
Final Query Before Purchase
37% searching category terms
39% searching retailers
39% searching brands
11. Source: Google/Millward Brown Digital Beauty Study, July 2013
Beauty shoppers use mobile devices as research tools
Beauty researchers tend to use smartphones (34%) and
tablets (43%) to research their beauty purchases, and they’re
more likely to do so when compared to the general U.S.
population (30% and 28% respectively)
Millennials and affluents
(HHI $100K+) are more likely
to research on mobile
Beauty Researchers General U.S. Population
34% 43% 30% 28%
12. Source: Google/Millward Brown Digital Beauty Study, July 2013
Beauty shoppers turn to online video to research
their beauty purchase
To find more info Even on the go
55% of beauty shoppers that watched a
video did so to gain general information
64% of mobile and tablet researchers use
video while shopping for beauty products
13. Source: Google/Millward Brown Digital Beauty Study, July 2013
Shoppers seek specific product information and
how-to advice most often
Product feature videos
48%
How-to videos
37%
Customer testimonials
and reviews
37%
14. The beauty brands that are succeeding in
content marketing:
• Get in front of shoppers early in the research process
• Truly connect with their audience
• Provide useful information at all stages of the purchase funnel
18. “A blog based on truth, beauty, & being amazing.”
• Tumblr-like
• Written in 1st person through Bobbi’s voice
Voice:
Casual and approachable while maintaining expertise
Content Pillars:
• Not just makeup and beauty
• Content speaks to not just about how a woman can
get the Bobbi look, but how she can live the Bobbi
lifestyle
• Personal photos and content from Bobbi
• Culture & Celebrity
• Travel
• Fashion
The blog:“Everything Bobbi”
25. Social Media
• Same broad content as blog (lifestyle–
not just beauty)
• Interacts with its customers
• Channels: Facebook posts, Pinterest
boards, Instagram photos, and tweets
26. • Decide if it serves you best to position yourself as a
singular expert in the beauty industry, or if it makes sense
to branch out into complementary categories, like Bobbi’s
brand strategy.
• Reflect on the subjects that your target audience is
interested in. Does it make sense for your brand to
discuss topics ranging from manicures to Mandela, as
Bobbi’s blog does, to capture the attention of its
sophisticated and informed target audience?
Takeaways
29. Chanel News
• Reads like the New York Times Style section
• Strictly promotional in nature
Voice:
Aspirational tone of elite aloofness
Content Pillars:
• Behind-the-scenes
• Celebrities
• Events & Shows
• Chanel brand history
The Blog
37. • Always consider your brand’s audience and identity when determining whether to keep content
broad or narrow. Think about what relates to your industry or company directly.
• For a pedigree brand like Chanel to remain slightly aloof in its blog content and social tone aligns
with the aspirational lifestyle the brand represents – that’s what consumers expect from it as a
status symbol.
• Do your product shots represent the buying process or the fulfillment process? Which is more
appealing to your audience?
Takeaways
40. • Blog brands itself as a magazine
• Has monthly issues
Voice:
Like a magazine, Birchbox’s team of editors
are featured to give it a personal tone
Content Pillars:
• Haircare
• Home
• How-tos
• Makeup
• Trends
• Wellness
• Food
The Birchbox“magazine”
45. Imagery
• Use “real women” to show off products –
including staffers and Birchbox fans
• Editorial but playful product shots
• Young and cool celebrities
46. Social Media
• Same tone as magazine/blog
• Same content
• Interacts with fans w/ very casual voice
• Huge Pinterest presence and following
47. Takeaways
• Think of your customer first – how can you help them? And how can you feature them and
include them as a source of content?
• Remember that to retain audiences and to keep them coming back, you’ll need to create a brand
personality, tone, and atmosphere that is familiar to your fans. This will help your content stand
out as well.
• Know your strengths on social – if visuals are your strong suit, going all out on Pinterest and
Instagram can help you stand out and acquire followers in a less traditional way.
49. Brand Characteristics
• “L'Oréal stands for beauty, innovation,
sustainability and scientific excellence.”
• Global audience
• Approachable and aspirational products
for hair, skin and nails
• Range from affordable drug-store buys to
high-end luxury products
About the brand
50.
51.
52.
53.
54. “Open, apply daily, and prepare to be informed,
inspired and delighted.”
• Editorial e-commerce
Voice:
In-the-know BFF, a mix of Refinery29 and Glamour
Content Pillars:
• Beauty News
• Giveaways
• Looks
• Product Picks
• Tips & Tutorials
• How-To Videos
The blog:“Makeup.com”
55. Beauty News
• What’s Trending
• Celebrity Interviews
Pinterest-ready images
Different product lines side-by-
side, displayed the same way
they would be in a magazine.
Editorial but friendly tone
59. Tips & Tutorials
• Step-by-step guides for makeup, hair, nails and skin
• Videos bring ideas to life
60. Social Media
• Same content on all channels except Instagram
• Friendly tone but they don’t really interact with audience
• Most cohesive presence on Pinterest
62. Takeaways
• Create content with social channels in mind. Approachable DIY pieces are well-suited for
Pinterest and eye-candy shots are best on Instagram.
• Focusing on the outcome instead of the product can be a great way to build brand loyalty.
• Positioning your content marketing as a women’s lifestyle site or magazine allows you to
represent a wide range of products.
65. “Reporting live from
Maybelline’s headquarters
in New York City.”
Voice:
Edgy and artsy similar to
Refinery 29
Content Pillars:
• What’s New
• Makeup Products
• Makeup Videos
• City
The Blog: City
66. What’s New
• Total e-commerce integration
• Navigation takes you back to “Makeup
Explorer” not to content site
67. Makeup Products
• More e-commerce
• Includes reviews
• Searchable by eyes, face, lips, nails,
brushes and accessories
• Standard product shots
68. Makeup Videos
• Highly stylized videos
• Use models and professional artists
• Includes makeup tips and featured videos
of runways
Plug fashion week
sponsorship
69. City
• Fashion content
• Beauty tutorials
• Street style shots
• Interviews with Brooklyn-based stylists
• Voting on looks
71. Social
• Facebook, Twitter, Instagram and Tumblr
• First-person, conversational tone
• All channels portray the idea of a cool,
hip, fun-loving urban woman
• Guided by the sort of things the audience
would publish
72. Social
• Best presence on Instagram
• Makes “City” a lifestyle
• Shots aren’t overly stylized
• Images showcase the product as it is sold
73. Takeaways
• Find where your audience spends the most time and create community there.
• Focus on the user’s beauty experience.
• Be authentic. If your product is sold in drug stores, own it!
75. Brand Characteristics
• Established in Melbourne in 1987
• Honest and simple products for
skin, hair and body
• “The cult beauty brand that tries
not to be.” The Cut
About the brand
76. • Blog takes the form a monthly
magazine
Voice:
A cross between a literary
magazine and NYT Style section
Content Pillars:
• Shelf life
• Fable
• Free Radical
• Essential
• On Beauty
The Fabulist
85. Takeaways
• Consider engaging the audience’s interests beyond the scope of your product. What else are
they passionate about?
• Should different social channels focus on different aspects of your brand?
• What is the strength of your brand? Make it the center of your content marketing strategy.
87. Tips + Takeaways for your Brand
1 It’s important to know and define your brand voice -- personality, tone, atmosphere
2 Make sure you know your target audience. Deliver what they’re interested in + what your brand
stands for.
3 Consider if you want e-commerce integration
4 Utilize influencers to create compelling content and build in an amplification plan
5 Tap into your fans with UGC
6 Create content that can be incorporated into a reader’s daily routine to create loyalty
7 Employ visual consistency
8 Consider buying vs. fulfillment process with images
88. Key questions for your brand to answer about your content
1 Do you want this to look like a magazine?
2 How broad will your content be? is it specific to beauty or is it lifestyle?
3 Who are you including photos of?
• “Real” women?
• Celebrities + models?
• Mostly products?
4 What are your product shots like?
• Glossy/editorial?
• Inspired by your fans’?
• Playful? Serious? Luxurious? Flirty?
5 How much product integration do you want?
6 List three adjectives that describe your target consumer
7 What is your brand personality?
89. Want to learn more?
Our team of strategists can help your brand build a
marketing growth engine. From ongoing support and
program management, to customized strategy sessions
and workshops, we’ll set your brand up for success.