Not every lifestyle brand is a fashion brand, but every fashion brand can be a lifestyle brand. This foundational idea opens up a whole new world for your content strategy.
Understanding your customer avatar
Brand owners typically possess deep knowledge of their ideal customers — their style preferences, hobbies, values, and daily lives. But this understanding often doesn’t translate into content strategy. If your current approach feels stale, it might be time to branch into lifestyle content.
What is lifestyle content?
Lifestyle content is material that goes beyond your general niche to cover relevant topics that relate to your ideal customer’s life as a whole. For example, a jewellery brand discussing travel destinations that inspired their designs, or occasions for wearing their pieces.
Why diversify your content?
- Build deeper connections through brand inspiration that reflects your customers’ real lives
- Expand reach and visibility to attract audiences beyond your core demographics
- Increase engagement and shareability through relatable, useful content
- Strengthen brand identity by showing you understand your customer’s full world
How to plan lifestyle content
Start by examining your customer avatar and brainstorming relevant topics. Practical methods include:
- Engaging directly with customers through conversation and social media polls
- Analysing comment sections and DMs for topic patterns
- Using free keyword research tools like Google Trends, Answer the Public, and Pinterest
- Exploring online communities like Reddit and Facebook groups
- Researching competitor content for inspiration
Finding the right content balance
Use editorial planning to maintain brand clarity. Establish numerical ratios — like 80/20 niche versus lifestyle content — and space lifestyle pieces strategically throughout your calendar. Leverage seasonal moments, special events, and content pillars to stay organised.
Diversity is the spice of life. A more balanced content mix is more interesting for both you and your audience.