Historically, brick and mortar sales collection growth within the beauty industry. But, as consumers embraced digital shopping experiences throughout the pandemic, online sales became a significant revenue commuter.

And what fueled ecommerce sales the most? Beauty content marketing.

Content marketing for beauty brands goes way across product page descriptions and paid ads. It involves targeting your audience throughout their journey: TOFU, MOFU, and BOFU. Those that practice it effectively volition grow their audition, strengthen their make, and ultimately drive more revenue.

Dazzler brands that practice content marketing poorly, yet, will leave gaps in the buyer's journeying. In addition, they will lose Google organic marketplace share and corresponding traffic, new customers, and sales.

Read on to observe the advantages of content marketing for dazzler brands, and which strategies drive the strongest results.

Benefits of content marketing for beauty brands

Consumers rely heavily on different types of content to brand buying decisions, research new products, and learn how to use different types of beauty products. It'due south critical that your brand is there to engage with them throughout the client journey.

Standing out in a crowded market

In 2020, global spending in the dazzler industry was $483 billion, and is expected to exceed $715 billion past 2025. In such a crowded marketspace, content marketing helps beauty brands cut through the dissonance and stand up out.

From brand awareness to revenue

Content marketing is essential for your beauty brand because it helps you to:

  • Gain Google organic rankings and visibility
  • Increase brand awareness
  • Differentiate your brand
  • Shine a low-cal on your make personality
  • Drive website traffic
  • Concenter new customers
  • Build long-term customer relationships, and
  • Ultimately bulldoze more than revenue

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Dazzler content marketing builds customer trust and loyalty past providing valuable information throughout the customer journeying.

TERAKEET

Dazzler content marketing builds customer trust and loyalty by providing valuable information throughout the customer journey. Information technology also enables your brand to stay top-of-mind over time.

What may come as a surprise to you is that it was not the long-standing, established, billion-dollar beauty brands in the market that were winning in Google. Instead, following changing consumer beliefs that is increasingly digital in nature, publishers such as Attraction, Byrdie, and Good Housekeeping are dominating the organic search landscape with large volumes of high-quality, long-form content.

What this ways is that nigh beauty retailers are missing out on millions of dollars worth of search existent estate (and instead paying for information technology through advertisement) every calendar month. The benefits of content marketing include increased engagement, college sales, ameliorate client retention, and improved CAC.

These publishers aren't winning because they're lucky. Information technology's due to a massive investment in digital content. For example, Byrdie's parent visitor, Dotdash, invested more than $50 million into content over a 3-year flow beyond their publishing portfolio.

Beauty content marketing trends

87%

87% of beauty consumers say they spend more or the same online post-COVID

PowerReviews

49%

49% of consumers now spend more than $50 online on dazzler products

PowerReviews

57%

57% of shoppers purchased from brands they never tried before

PowerReviews

The impact of COVID

Every bit you lot would expect, the COVID-19 pandemic dramatically impacted the beauty industry. Prior to the pandemic, 85% of beauty products were purchased in person. However, during the pandemic, online sales have steadily increased.

Eighty-seven per centum (87%) of beauty consumers say they spend more or the same online than before COVID-xix. And forth the same lines, 49% confirm that they now spend more than $50 online on dazzler products; compared to 16% than when asked in 2019. And shoppers are now more open to exploring brands for the start fourth dimension. Fifty-7 percent (57%) of shoppers report that 25%+ of their beauty product purchases in 2020 were for brands they had never bought previously.

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Google became an integral part of the buying journey during COVID.

TERAKEET

Consumers who would unremarkably rely on advice from beauticians were forced during the pandemic to do their own research about different beauty products. Google became an integral part of the buying journey, as did influencers who dispensed advice about diverse dazzler products. Additionally, interactive content that helped consumers make buying decisions become more important.

The rising influence of content marketing for dazzler brands

In a nutshell, educational online content is significantly more than important now than information technology was before the pandemic. Beauty businesses that create high-value content across multiple distribution channels volition have more success edifice trust with their existing customers. This blazon of growth marketing strategy also expands their audience more than sustainably than those who rely on advertizing.

terakeet hair care market share analysis

For instance, In Feb 2019, Ulta had the 2nd highest market share for the hair care terms examined in Terakeet's Google market share study at vii.48%. Two years afterward, in February 2021, Ulta'south organic market share declined to 4.86% and the visitor dropped to sixth overall in hair care marketplace share.

The make now ranks lower than Good Housekeeping, Allure, Byrdie, and Healthline — all of which are publishers focusing on quality content.

Conversely, beauty publishers and bloggers have been gaining a larger pct of Google market share over time.

In February 2019, Byrdie ranked 8th overall with only 2.23% market share. Within a 2-year period information technology jumped to 1st overall with 10.74% market share. Goodhousekeeping.com jumped from 13th to 4th overall with a 5X+ increment from one.27% to 6.67% market share. Similarly, Healthline.com nearly tripled its market place share from sixth to 3rd overall (2.96% to 8.97% market share).

Top x content marketing strategies for dazzler brands

Digital marketing is vast, and there's plenty of tactics yous can choose from, but most of them won't move the needle. If y'all're familiar with the Pareto principle, and so you know you only need to execute a handful of beauty content marketing strategies in order to drive massive results. I've outlined the most important ones below.

ane. Create SEO-friendly content

Consumers rely on Google at each stage of the buying journey. If you want to be visible at key moments, and so yous need to understand search engine optimization (SEO).

Conduct keyword inquiry to understand what your audience cares near every bit they seek answers online.  Then, publish and optimize content to show upward at the elevation, middle, and bottom of the purchase funnel.

A holistic SEO strategy extends beyond product and service pages.

You must also create valuable content around informational and educational topics. You can fifty-fifty optimize your video content for greater reach and date. This type of SEO includes more than generic, non-branded queries. As a result, yous'll attract potential customers who haven't selected a detail production or brand.

Search-friendly content gets you lot in front of the right audience when they're most receptive to your messaging.

ii. Publish long-form content

When it comes to organic search, long-form content tends to perform better than shorter content. According to an Semrush study, content ranking in the top three positions in Google was found to be 45% longer than the content in position 20 on average.

To clarify, content length is not a Google ranking factor. Then, don't add together fluff to boost word count. Rather, cover a topic as completely as necessary with high-quality content.

Google prioritizes content that fully satisfies the intent behind a search so that a person doesn't have to become to multiple sites to observe what they're looking for. Long-form content meets this criteria because it anticipates and answers user's questions about a subject field. Furthermore, it enables you to rank for similar long tail keywords with each slice of content.

Equally a event, you'll expand your attain and build relationships with new customers.

iii. Choose your content distribution channels

Effective beauty content marketing utilizes multiple distribution channels. This may include:

  • Your ecommerce website
  • Your web log
  • Content hub
  • Third-party sites and beauty blogs
  • Social media platforms
  • Influencer marketing
  • Branded communities
  • Podcasts
  • YouTube
  • Public relations
  • Email
  • Sponsored content and collaborations

Your marketing channels should correspond with your target audience's behavior at the different stages of the customer journey.

For case, you might employ search engine optimization (SEO) to initially attract someone to your site. And then, you could retarget them across social media platforms. After someone joins your mailing listing, you can push content directly to them to build trust.

Finally, you lot could complement these activities with PR, social media content, and influencer marketing campaigns to remain a prominent vocalisation in your industry.

By producing content across multiple channels, y'all introduce more customer touchpoints along the buying journey.

Additional Resources

four. Make apply of user-generated content and reviews

User-generated content (UGC) and online reviews are an outstanding way to build trust with your audition. Because the content is created by actual customers rather than your make, it's much more authentic. People might not necessarily believe everything you say nigh your brand, merely they volition believe what your customers say. UGC and reviews are a powerful form of social proof. They evidence people really using and enjoying your products, which helps solidify your own digital marketing messaging.

Wherever possible, highlight UGC and reviews. Showcase it on your website. Post information technology on social media. Leverage information technology in PPC ads. The more you can bear witness real people benefiting from your products, the more y'all'll establish your reputation as a trustworthy make.

5. Drive engagement with interactive content

As nosotros noted earlier, interactive content that delivers education or helps consumers to make buying decisions is becoming increasingly valuable, particularly in the beauty industry where there is a stiff visual aspect when information technology comes to buying products.

A good example of this is Ulta'south Glam Lab tool shown beneath. Information technology allows customers to visualize what they'll wait similar with different types of makeup, hair colors, or eyelashes. Since the COVID-19 pandemic, use of the tool has exploded, with millions using it to virtual test different products.

Ulta Glam Lab tool as example of beauty content marketing

Another example of beauty content marketing comes from Rihanna's Fenty Dazzler brand. The website features a shade finder tool on its site and allows customers to choose from forty unlike shades of foundation.

Fenty Beauty shade finder tool

Yet one more example is Bleach London with its "Bleach Hair Party" platform. The Pilus Party substantially acts as a digital salon. Consumers can engage in live conversations with the brand's Creative Director, Alex Brownsell, and other invitee speakers. The serial guides customers through the hair dye process with prominent, professional colorists.

Bleach Hair Party platform is an excellent example of content marketing for beauty brands

Interactive content increases customer engagement while also allowing customers to feel like they're driving the ownership process. Rather than feel like they're being sold to, they feel like they're an integral office of the whole experience.

Online communities are a great way for beauty brands to build loyalty and increase engagement. They provide a platform for members to share advice, recommend products and engage in conversation well-nigh their interests.

Communities also provide a infinite where brand representatives can appoint with your ideal buyer personas. They can reply questions, provide helpful advice, and respond to whatsoever problems that may come.

Glossier has leveraged its online community with massive success. Fifty-fifty though information technology has more than 3 1000000 followers beyond its social media profiles, information technology constantly uses social media to have meaningful conversations with customers. This includes everything from answering elementary questions about products to even inviting suggestions for future products. The result is a large, loyal client base that loves Glossier products, and is vocal about their brand love.

7. Collaborate with dazzler influencers

Few industries are more associated with influencers than the dazzler industry. From the Kardashians to James Charles, influencers can have a major touch on on what products people buy.

This Jenn Im video is sponsored by Skinceuticals, featuring a fun transformation of Im'due south advent and then that she'south ready to caput out and hit the town.

The adept news is that you don't have to spend huge amounts of money and piece of work with mega-influencers in social club to move the needle. Micro-influencers with relatively small audiences often have a higher ROI than those with enormous audiences. Even though their audience is smaller, they tend to have a closer human relationship with and greater influence over their audition.

In other words, when they brand a recommendation, their community sees it as a testimonial. Furthermore, micro-influencers love doing giveaways for their audience, and brands benefit from the extra exposure.

For example, skincare brands can offer beauty bloggers samples of their newly released lip gloss in return for promoting it and using a branded hashtag.

8. Repurpose content

Repurposing content in different formats is a great mode for dazzler marketers to drive greater ROI from existing content.

For example:

  • You could turn a long-course blog mail into a series of YouTube videos that collectively cover the aforementioned information. Then embed the videos throughout your article.
  • Or, you lot could combine multiple weblog posts into a downloadable eBook, and add CTAs to each of the articles.
  • Alternatively, you might convert a series of Instagram posts into a lookbook.

This strategy allows you to connect with your audition the way they adopt beyond several digital marketing channels.

nine. Create an integrated omnichannel experience

The buying journey isn't linear, nor is information technology bars to a single channel. Customers bounce between stages, channels, and mediums. They might read a blog post, then lookout man a video on YouTube or TikTok, then come dorsum to your website again as the seek answers to specific questions.

To create the best experience possible for customers, all of your marketing channels should be integrated. You want the experience of interacting with your make to exist the same, no matter what channel a person is using. This does not hateful you should necessarily copy/paste your beauty marketing materials and messaging from ane channel to all others, but information technology does mean you should customize for each channel.

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Customers bounciness between stages, channels, and mediums equally they movement through the marketing funnel.

TERAKEET

10. Measure, analyze, and improve your content performance

To make your content marketing efforts more effective, be sure to regularly measure and evaluate your results. You lot need to make up one's mind what's working, what isn't, and what adjustments you need to make.

The metrics you use to make up one's mind the effectiveness of your content will patently depend on the content itself. For a blog post, you might measure the amount of organic search traffic it generates, how long visitors stay on the page, and whether they click through to any product pages. For a video, yous might measure the number of views, the average fourth dimension watched, and the pct of viewers that watched across a specific point.

If a slice of content performs peculiarly well, try to make up one's mind why and then use that strategy more in the future. If content isn't performing particularly well, adapt every bit necessary, testing until you observe what generates the all-time results.

Beauty brands winning at content marketing

At present permit's look at 4 beauty brands who are using content marketing with neat success.

1. Allure

Allure example of beauty content marketing

Attraction is having massive success driving organic search traffic to their website, beating out many large established brands on highly competitive informational and transactional keywords. Currently, Allure.com appears organically on Google page ane for more 520K keywords.

How are they doing it? By constantly producing highly valuable content. They create long-course guides to all manner of subjects, from product reviews to dazzler trends to gift guides. This wealth of content has resulted in 43K sites linking to Attraction'south website, which helps boost their domain authorisation and organic search rankings also every bit organic traffic.

two. Sephora

Sephora beauty insider community content marketing example

Like Allure, Sephora is also getting a large corporeality of monthly organic search traffic, with the website ranking on Google page one for 375K+ keywords. If you lot look at their website, you'll see that they've used a strategy like to Allure, with a wealth of beauty guides and "all-time of" sections. This wealth of content has resulted in more than 95K websites linking to Sephora's site.

The brand is prolific when it comes to video marketing. Sephora has produced 124 videos with 600K+ views in the by three months alone. This has helped the brand to capture 1.iii million YouTube subscribers.

The make has too created a Beauty Insider Customs, with interest-based groups, a forum, Q&A, and photo gallery, assuasive customers to feel even more engaged and connected to the brand.

iii. Byrdie

As mentioned above, in Terakeet's Google Market Share Written report for the Dazzler Industry, we calculated the market share for the superlative brands in each of nine different beauty manufacture sectors. Along with Attraction, one make that really stood out was Byrdie, an online publisher that dominates in the beauty space on Google by creating engaging, long-course content.

Byrdie is a publishing-centered beauty make beating traditional brands for highly competitive keywords. Their deep library of long-form content, production reviews, gift guides, and news, and a heavy emphasis on Google E-A-T puts them most the summit of the search results for a huge number of both advisory and transactional keywords.

Byrdie SEO Case Study Observe out how Byrdie toppled billion-dollar brands in organic search.Read the Instance Study

The brand itself doesn't sell any beauty products, nevertheless information technology trounces the performance of established, multi-billion dollar beauty brands and retailers when it comes to organic search visibility and traffic. For example, in the hair care and makeup markets, with a combined sample size of 7 one thousand thousand monthly searches, Byrdie held the top spot with the virtually Google organic market place share of any website. Overall, approximately 88.ix% of Byrdie'south monthly traffic comes from organic search, co-ordinate to Similarweb.

To learn more about how they've achieved such success, read our in-depth case report.

4. L'Oréal

L'Oreal beauty content marketing microsite for hair care

Although L'Oréal is a beauty products company, information technology has recently been demonstrating a strong commitment to content. The business is taking a multi-faceted approach to dazzler content marketing.

1 instance of this is the company's development of content-based, involvement-driven microsites. Makeup.com, for example, ranks on Google page one across more 27,000 keywords. The site has attracted links from 12.7K+ websites. Hair.com ranks on Google page i for 16,000 keywords, while attracting links from 11.7K+ sites. And the make's Skincare.com microsite is listed on Google page one for more than than 5,600 keywords. The site has secured backlinks from more v.4K sites.

Fifty'Oréal has besides made inroads in Pinterest, with collaborations with over xx Pinterest creators. These micro-influencers develop branded content using the platform'southward Idea Pins brusk-form video format. The content covers makeup tutorials and trends, which is exactly what potential customers of makeup brands have craved in recent years.

Targeting the hair care professionals marketplace, L'Oréal Professionnel launched "Run Le Hair Show," an online video series virtually the cultural impact of hairdressing. The videos characteristic tips, classes, interviews, and more.

Beauty content marketing is an investment

Beauty content marketing isn't like intrusive 30 2d TV spots or 15 2nd YouTube ads that stand up between consumers and their content. Those types of ads are like megaphones that smash users with unwanted messages and promise for a few moments of attending. When done well, they can better make awareness. Notwithstanding, in well-nigh cases, audiences largely ignore them, hovering their finger over the skip push.

Search-focused content marketing, on the other hand, is more similar a conversation that meets audiences on their terms. It listens to what consumers desire, and information technology delivers answers in real time.

This type of marketing demands a deep understanding of your audience. You lot need to know how they think, how they search, and what they expect in exchange for a few moments of their invaluable attention.

Connect with Your Audition Find out how to be get-go in line when your audition is set to deed.Let's Talk

Revisit a section

  • Benefits of beauty content marketing
    • Dazzler content marketing trends
      • Top 10 beauty content strategies
        • one. Create SEO-friendly content
        • 2. Publish long-course content
        • three. Choose distribution channels
        • 4. Leverage UGC and reviews
        • 5. Create interactive content
        • 6. Build a community
        • 7. Interact with beauty influencers
        • 8. Repurpose content
        • 9. Create an omnichannel experience
        • 10. Measure, analyze, and improve performance
      • Dazzler brands winning at content marketing

        Boosted Resources