Think about the last ad that really spoke to you. Maybe it was that heartwarming commercial featuring a family gathering around the dinner table or an inspiring video showcasing athletes pushing their limits. Now, take a moment to reflect on why that ad resonated with you. Was it the storyline, the emotions it evoked, or maybe the values it represented?
Chances are, what drew you in was more than just a product pitch—it was lifestyle content marketing at its finest. Since everyone is constantly being bombarded with content and advertisements each day, a generic message screaming, “buy this product” simply won’t cut it.
As consumers’ behavior and expectations have changed, personalization has become more important, especially when it comes to marketing strategies. Tailoring your content to resonate with your audience can help you cut through the noise and meet these heightened expectations.
What is lifestyle content marketing?
This type of marketing focuses on creating and distributing content that aligns with the interests of your target audience. Rather than directly promoting your product or service, you should connect with consumers by providing valuable, relevant content. Aim to give them information that makes their life better or addresses a specific need.
A lot of outdoor brands excel at this type of marketing. They know how to offer tips, inspiration, or entertainment. It all depends on what their audience wants. Patagonia, for example, has community pages alongside every product page.
If you’re interested in fly fishing, you could find yourself on their website to browse gear, read fishing tips, or watch videos to learn about how dams, hatcheries, and net pens are impacting the environment. You might question what investigating environmental issues has to do with selling fishing vests and backpacks, but they’re speaking to the interests of their consumers. And over time it does truly create a community.
Why is it important?
Marketers know how important it is to connect with consumers on a personal level and create content that’s relevant to their lives. But the popularity of social media has increased the importance of lifestyle content marketing. With increased competition online, brands have to be more strategic. This is especially true in industries like fashion and beauty, health and wellness, and food and travel.
My wife is a fan of Glossier, and I’ve noticed they take advantage of user-generated content and influencer partnerships to create an online community. Real people talk about the best ways to use their products and give reviews of what they like. This type of marketing makes them a part of their fans’ lives, rather than just a company that provides products.
The Power of Lifestyle Content
Lifestyle content is so impactful because it speaks directly to your customers’ aspirations. By tapping into their core values, it creates a deeper resonance that goes beyond the transactional nature of traditional marketing.
Implementing storytelling into lifestyle content marketing campaigns is a powerful way to build emotional connections. Brands like Nike and Lululemon, for instance, have influenced a large audience by showcasing stories of inspiring athletes who—despite challenges—achieved the goals they set out to accomplish.
“Breaking2” was a part of an emotionally impactful campaign that showcased runners as they attempted to break the two-hour marathon barrier. Nike documented the athletes’ training regimens and personal sacrifices. And, of course, the men wore Nike shoes through it all. Showcasing athletes as they accomplish amazing feats inspires consumers to follow their own passions, and they associate unwavering determination with the brand.
By always offering relatable content to your audience, you can expect to see unwavering customer loyalty over time. You just have to start by deciding what you want to have in common with your audience. Think about which emotions you should portray. Not all brands should be publishing inspiring sports accomplishments. Maybe your brand would be better off focusing on heartwarming stories of everyday people simply finding the joy in pursuing their hobbies.
Tailoring Content to Your Audience
So, how can brands get onboard with this strategy? A great place to start would be to get to know your target audience through research. Use surveys, interviews, and social media listening to gather insights into their lifestyle. If you have it, analyze existing customer data too.
Once you feel confident in how well you understand your audience, start aligning your brand values and messaging with their aspirations. Start by defining your brand identity and its core values; then make sure they resonate with those of your target audience.
If sustainability and environmental consciousness is important to them, integrate initiatives into your strategy that highlight your brand’s commitment to eco-friendly practices. The key thing is to make sure you’re remaining authentic by promoting values you actually support. Don’t deceive your audience by participating in greenwashing and making them believe you’re doing more than you are. Ideally, your brand should already be making an impact, so promoting it should come naturally.
Forge Deeper Connections
Content that resonates with your ideal customer’s lifestyle will be the biggest driver in establishing a better connection and creating a community. Showcase the personality and values of your brand, and you’ll find people that align with them. If you’re successful, you should gain more customers and create lasting relationships.
