The term “content” can be a little confusing, especially if you don’t work in marketing. It’s used interchangeably to mean everything from short form TikTok video content right through to whitepapers and presentations.
For the purposes of this blog, we’re going to talk about content in terms of written content.
The beauty industry is really visual, so it’s easy to think that you don’t actually need that much written content, or that you can DIY it. You might be surprised at how many different types of written content you need in your brand.
Plus, you absolutely can do it yourself, but your content might not end up working as hard for your as it could be.
Common types of beauty content
Here’s of the most common beauty content you might look to work with a freelance beauty writer on for your brand. Some of them are commonly forgotten or left to the last minute, so this list should help you get ahead of the game when it comes to planning the content for your beauty brand.
Website content
This is probably one of the main types of content that people think of when it comes to creating written content for your beauty brand. You need content that’s clear, concise and enticing whilst working for you in terms of search engine optimisation (SEO), keywords and converting your customers.
Most potential customers will start out online when they look for info about a product or service, so having a professional website for your brand is important. This needs to include product descriptions, brand information as well as the legal stuff.
Social media content
There’s a perception that anyone can write content for social media, and while that’s probably relatively true that anyone can, there’s a difference between writing your own Instagram captions and doing it for your brand. You need to resonate with your target audience, use the right tone of voice and ensure that you meet your goals for the post, whether that’s awareness, sales or something else.
This is amplified when it comes to social media ads – the pressure is on to convert and engage your target audience. Weak copy that fails to convert will damage the success of your campaign.
Email marketing content
Email marketing is an art – and one that’s consistently underutilised, despite the fact that it can be extremely targeted and cost-effective. It’s a great place to repurpose existing content and should make up part of your content distribution strategy.
Keeping it concise, engaging and encouraging conversions are all skills that matter when it comes to your email marketing. Even setting up and sending “abandon cart” emails automatically can make a big difference to your brand.
Beauty product packaging copywriting
Packaging is extremely important in the beauty industry. Think of some of the brands you love and look up to. Their packaging is on-point, right? Professionally-written packaging that conveys exactly why the product is needed, what it does and why it stands out from the rest can make or break a beauty brand.
You want your beauty packaging to be consistent with the rest of your brand, and your website too. Plus it needs to meet the regulations for packaging in the country you’re selling it (check out the UK cosmetics labelling regulations) Even down to the little pieces of microcopy you might find on there.
Advertising copy
Whether it’s social media ads, a banner, billboard or something in print, you need advertising copy to make sure you’re not wasting that (potentially expensive) advertising opportunity. Understanding your audience, their pain points and what makes them tick is essential when it comes to advertising copy.
It’s also essential that any ad copy sits within the law, and that you sense check campaigns before they go out. Get more than one person to look over anything that goes out.
Beauty blog content
A blog on your website can be great for SEO, and can be extremely useful for your prospective customer. If you struggle to come up with ideas, keep is concise or you get fed up of trying to write a beauty blog, a freelance beauty writer can help.
I’ve written blog posts for hundreds of brands over the years. It matters how you structure them, write them and plan them. Make sure if you do have a beauty blog that it’s working as hard as possible for you.
Branding documentation
This could be anything from your tone of voice to a presentation to stakeholders or a thank you note to go out in new orders. Anything that’s strengthening your brand and needs written will usually benefit from getting a professional eye over it – whether that’s a writer, editor or proofreader.
Your branding can make or break things when it comes to sales or investment. It’s worth sense checking this type of content (and checking it again, twice, before it goes to print or goes over to an investor).
PR and editorial content
Public relations content could be a press release, news article, interview or a positive story about your brand. There’s a knack to sending out pitches and stories that actually resonate with journalists, so this is one that’s best left up to a professional. Especially one with contacts in the right places.
Editorial content could be magazine articles, guest contributions or even ghostwriting on your behalf.
Case studies, whitepapers and annual reviews
Case studies, whitepapers and annual reviews are the data-heavy pieces that showcase what your brand does and how it achieves what it set out to do. Working with a professional writer can mean a more professional impression, and can save on costly mistakes and issues.
A good writer can also support you in interviews, data collection and content structuring for this documentation.
Need a freelance beauty writer to help you with your content?
Whether your content is already written, or it needs started from scratch, drop me a line and I can support you with your beauty content, whatever that may be.
Want to check out the beauty content I’ve already written for other brands? Take a look at my beauty writer portfolio.