Blog Content for Beauty Brands: How to Get It Right, Every Time

- 6 minute read
Digital Content Specialist​

Gemma Elgar is a Digital Content Specialist at Foundation where she creates and executes content strategies, including site copy, blog content, and more. She also conducts social media campaigns for our clients, and has spoken on a panel about creating sensitive campaigns for niche audiences.

Blogging, like most aspects of digital marketing, is a long-term game. It takes time and patience to make a content strategy work, with plenty of tweaking and analysis in between. But the results are well worth it.

If you don’t know where to start, blogging might seem like a daunting prospect, but it doesn’t have to be! In this article, we’ve outlined our best tips on how to start blog writing for your beauty brand.

Why is Blogging Important for Beauty Brands?

When your beauty brand creates quality content as part of a digital marketing strategy, you can expect a raft of business benefits.

Here are some of the reasons why blogging is well worth it for beauty brands:

  • Driving traffic from longtail keywords: the more blog content you create, the more keywords you are able to target. Specifically, blog articles benefit the most from targeting hyper-relevant, longtail keywords from anywhere in the 3-5+ word range.
  • Establishing your team as a trusted voice: blog content is all about distilling your brand as the go-to leader for answers and insights. By creating articles about common questions and customer concerns, your brand can pick up traction as an authoritative entity.
  • Creating more pages which can be linked to: quality, original content not only helps customers with their problems, it can also drive links from other domains. This will help Google to trust your site more and increase SEO visibility.
  • Informing social strategies: the content that you create for a blog can also be co-opted into social content, giving you a steady stream of engaging talking points to drive visibility across various social channels.
  • Funnelling users to conversion: most blog content is written to solve problems rather than sell products, but if you’re creating content that’s making peoples’ lives better, they’ll be more likely to buy from you in the future. In addition, linking prominently to conversion-focused pages from informational content is a great way of increasing revenue.

Beauty Blogging Best Practice

Plan Your Content in Advance

Perhaps our top piece of advice on how to start blog writing is to plan several months’ worth of content at a time. Not only will this help you stay organised and ensure you’re not scrambling for ideas on the spot, it also means you’ll be able to upload content at regular intervals.

  • When you’re planning content, think:
  • What do my ideal customers struggle with?
  • What common questions are they searching online?
  • What topics are they likely to find interesting?
  • What knowledge and expertise do we have that can improve their skincare routines, or how they research beauty products, or how they apply products?

We recommend aiming to post about once a week for the best chance of attracting blog traffic, but even a regular fortnightly post can be enough. Crucially, what you don’t want to do is bulk-post content and then leave a long lull before your next upload. This could lead to regular readers thinking you’ve stopped posting, leaving your organic traffic to drop.

Use Social Media to Research and Share

Your social media channels are a fantastic way to spread the word about your new blog and share your latest content, but for that to have an effect, you first need to establish an audience on these channels. The best way to get people engaging with your social channels is for you to reach out to them by participating in the community: follow trends and beauty hashtags, and get involved in contests and webinars.

Establish Your Tone of Voice

You should also work on creating a tone of voice that your audience will want to buy into. There are several ways to do this, whether you go for a sisterly persona or choose to adopt a more tongue-in-cheek, rebellious personality.

Understand where you want to sit on the tone of voice axis (pictured below). Every brand sits somewhere between simplistic or detailed, and formal or casual. Do you want to be a brand that talks formally about your products and their impact, or do you want to engage users with casual, personable language?

Likewise, do you want to speak in a simple way so to encourage a sense of universality around your brand, or does a more detailed, technical tone better convey your brand’s values? There’s no right or wrong, only what suits your brand.

It’s important to establish a relationship with your followers so that they engage with your content, and you can only establish that relationship if you understand who you’re writing to.

Write With SEO in Mind

Knowing how to write SEO content isn’t as intimidating as it might first seem; all it really means is making sure that Google understands the pages, so your content will show up in search engines. That means understanding what your audience is actually searching for, and using those terms in the title and throughout the content.

The beauty industry is huge, so being niche in what you’re presenting is the best way to guarantee views for your content. Research what other content is out there to ensure you’re writing about topics your audience is interested in, but equally, if these topics have already been covered by the likes of Vogue, GQ, and the likes, it might be worth avoiding. Realistically, these big domains are always going to be the top ranking for generic, first-thought search terms like ‘best makeup products’, ‘best makeup brands’ or ‘beauty tips’.

There are tools and browser extensions available to help you seek out relevant keywords and assess what topics are currently relevant to your audience. SEMrush, for example, is an all-in-one SEO tool that can pull data that shows you what terms your competitors are ranking for, and what you need to include to measure up. Alternatively, Keywords Everywhere is a browser extension that allows you to see the number of times your keyword or phrase is searched on a monthly basis.

While social is important, this organic traffic is likely where you’ll get the most clicks, as search engines are where your readers will be actively searching for the answers your blog provides.

Nail Your Internal Linking

As your blog grows and you collect more niche topics of content, you can begin to add articles that cross over and expand on information in your previous posts, and find that you’re able to overlap. It’s like writing a blog on the Venn diagram centre of two previous posts. When you get to this point, you’ll find you’re able to reference some of your own posts in another, and link to it as a source. This will also give you better opportunities to target a wide scope of keywords across your blog content.

What’s more, linking to product and category pages that are relevant to your blog can funnel your audience to conversion pages. If they have to go searching for products off the back of your blog, they could end up buying from somewhere else. However, if you make it so that the product is just one click away, the buyer journey becomes much shorter and your sales could increase. This is also a chance to help Google further understand your web pages, as it uses internal links to gauge what linked pages are about.

Consider Google’s Helpful Content Update

It’s important to write your content in a way that is tailored well to SEO. However, Google released a ‘helpful content’ update in August 2022. This prioritises showing content written with people in mind, rather than AI-written content, or pages purely for search engines.

With this update in mind, your blog should follow SEO best practice while making it personable for both your brand and the intended audience. Among other criteria, this includes:

  • Focusing on relevant, original information
  • Making sure your headings and meta descriptions accurately summarise the content
  • Ensuring your blog has its own value against other blogs on the same topic
  • Creating your content for a specifically intended audience
  • Knowing that your content will provide useful information for the reader, rather than the search engine

Create content for your specific audience, rather than generic information with nobody in mind. If you’re mindlessly creating the latter, you can’t expect to outperform competitors, or get the results you need.

Planning and Creating Content That’s Right for You

As long as people continue to use search engines to answer their queries, blogging will still be relevant. At Foundation, we offer content marketing services specifically for beauty brands, so we can help you plan and create the content that will be most beneficial to your site.

Get in touch with us to find out more.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

This field is for validation purposes and should be left unchanged.

To download the white paper, please enter your email address:

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.