As seasoned beauty copywriters and content producers, we often get requests from beauty brands asking us to rewrite articles because the ones they have aren\u2019t generating results. Well-established brands with high-ranking blogs might notice their most recent batch of posts aren\u2019t showing up in search results (or at all). Start-ups might notice their growing pool of customers aren\u2019t staying on the post for more than a few seconds.<\/p>\n
When we review these articles, it\u2019s usually clear why they need to be rewritten. Here are the top reasons why and how to avoid them\u2014so you can get it right on the first try:<\/p>\n
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Oftentimes, beauty brands will hire a search engine optimization consultant to run an analysis of which topics to write about, which means they typically end up being the same thing customers have been reading about since the birth of beauty blogging. If your brand targets individuals who are new to skin care, it might make sense to create intro pieces, but brands that cater to skincare enthusiasts and higher-spenders would benefit from something a little more complex than \u201cWhy You Need to Moisturize\u201d (we get this request often). Now, there\u2019s nothing wrong with covering the fundamentals regardless of your audience, but if you do, mind the next tips.<\/p>\n
Relating to the above, your brand\u2019s unique philosophy should be integrated into each article. Is there a specific ingredient you believe that is essential to home skin care. Why? Is there a widely held myth being perpetuated that you want to debunk? What new bit of knowledge can you offer through your article?<\/p>\n
Most of the time when we execute rewrites, it\u2019s because there are a lot of gaps that need to be filled in. Our words are like spackle! The existing article is broad, vague, and reads like a brochure\u2014not an expert. The whys and hows aren\u2019t answered, and that can easily frustrate customers.<\/p>\n
Your blog is competing with thousands of websites, including online editions of beauty magazines that hire journalists $1\/$2 word to interview board-certified dermatologists. Although your own company might staff its own reliable sources, the article should also incorporate backup references through clinical studies, research papers, and information provided on reputable sites. If you\u2019re a startup without easy access to a credentialed professional, there\u2019s an easy workaround. The point is, there should be someone other than your staff blogger offering information.<\/p>\n
Many brands will come to me with a rule of thumb regarding the length of their blog posts\u2014usually something like 500 words, 800 words, or 1,000-2,000 words. These numbers are often based on data gathered by the content team. However, be open to exceptions. Some topics are way too involved to be summarized into 500 words. Think about the last time you wanted to invest in something for the first time. If it\u2019s a higher-ticket item, you\u2019d conduct more research and be a lot more willing to read a feature-length article to get your hands on the most information. On the other hand, if you simply wanted to learn how to incorporate massage into your face-cleansing routine, then you\u2019d probably prefer something shorter and to the point. Don\u2019t force yourself to create content based on word count\u2014think about what the customer wants.<\/p>\n","protected":false},"excerpt":{"rendered":"