We create many different types of content at Virtucom Group, and I've had the chance to try my hand at most of them. Using different voices and imagining the needs of a variety of customers is one of the most interesting aspects of content creation. Of all the kinds of content I've worked on, however, lifestyle content is one of the most challenging -- and fun -- to work with.
What is lifestyle product content? To put it plainly, lifestyle content is copy that goes beyond conveying product features and product attributes to help consumers see items as aligned with their way of life.
Creating lifestyle product content begins with conceiving of your brand's target customer. Imagine you're in the furniture business -- do your products appeal to young professionals seeking sophisticated items that stand the test of time? Luxury shoppers who put a high value on premium finishes and lavish touches with no concern for expense? College students who want a funky style that can transition from the dorm room to a first adult apartment? Once you've answered these questions, you can begin to situate products within the lifestyle of a particular consumer.
It's also important to consider the kind of dialogue this target customer will not only welcome, but be engaged by. Are you appealing to an older demographic that may value a more serious tone and traditional values, or do you need to reach younger buyers who might appreciate copy peppered with humor and pop culture references? Tone is always an important consideration, but in lifestyle content it can mean the difference between a customer adding an item to her shopping cart or navigating to another brand's site.
Once you've pinned down these concepts, you can begin contextualizing your products and services in the lives of your customers. Rather than just showing clients that a particular sofa is the right color and size, you are able to help them envision their kids and spouse kicking back in comfort and style for a family movie night. In addition to touting the quality of a pair of headphones, your copy convinces a DJ that they're just the right fit for an upcoming performance. Lifestyle product content isn't just about selling products and services -- it's about crafting a specific image for your brand and making it relatable and desirable.
Do you use lifestyle copy as part of your content strategy? If so, we'd love to hear about your ideas in a comment. To stay connected with Virtucom Group, you can visit us on LinkedIn and Instagram.
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