This document provides content marketing tips for beauty and skincare brands. It discusses three major challenges brands face: 1) consumers expect personalized experiences and have turned to influencers for recommendations; 2) consumers want educational content to research products before purchasing; and 3) brands struggle to deliver personalized content at scale. The document recommends addressing these challenges by 1) building a digital content hub to position the brand as an expert; 2) focusing on educational and inspirational content to drive engagement; and 3) using a personalization platform to deliver authentic 1:1 interactions across channels.

1. Content Marketing Tips for
Beauty and Skincare Brands

2. Today’s buyers and consumers are in full control of their online journey, and
they expect personalized content experiences from brands.
Content and digital marketers continue to struggle with the ability to deliver
how-to articles, video tutorials, product recommendations and more — where
their consumers want it, the way they want it and targeted directly to their
needs.

3. Introduction
In this presentation, we share three major content marketing challenges
that beauty and skincare brands face today, and provide solutions that
can be put into action.

4. Keep your strategy looking
young
Consumers today are a rising generation of beauty connoisseurs, and they want their
own unique digital experience that makes them feel valued throughout the entire
process. With many beauty brands serving up generic product content and under-
delivering on their digital experience, consumers have turned to bloggers, Instagram
socialites and amateur how-to videographers — deeming these influencers as
credible, prominent resources for beauty product recommendations.

5. To create a unique online experience that fuels consumer actions while
positioning your brand alongside rising influencers, build out a digital
hub of quality content resources for your consumer and drive all of your
online campaign activity to this hub. This will further position your
brand as the go-to resource for all things beauty and skincare.

6. Contour your content
When a consumer is on the hunt for a new product, it means they are venturing outside of
their comfort zone. They are exploring new ways to change their overall look or health of
their skin, which requires research, education and inspiration prior to purchase.
Product content alone will no longer cut it. Your audience wants to know exactly what is in
the product, who else uses it and how to use it most effectively to achieve their desired
results.

7. To create content that will drive your consumer to purchase, focus on
educational, informative content that will drive deeper engagement
with your brand. Build your content strategy with a focus on education
and inspiration.

8. Be a trendsetter
Every customer interaction is an opportunity to make your brand stand out, and more
importantly, an opportunity to create a moment that your customer finds worthy of
talking about. That being said, every person is different — each with their own unique
needs and preferences when it comes to their beauty and skincare regimen. In an
attempt to deliver a “personalized” content experience, many brands are relying on
segmentation exercises, and continue to fall short in delivering a seamless, personal
experience for each individual consumer.

9. Delivering an authentic, personalized content experience across all
channels is easier than you might think. By incorporating a
personalization platform that easily integrates into your current
marketing technology stack, you can deploy 1-1 interactions with your
audience across your website, email and digital programs.

10. Created by:
www.influglue.com