Content Ideas for Women-Owned Brands
In this digital age, content is queen. Authentic brand storytelling has never been more important, but with all of the different content marketing channels (social media, blogs, videos, podcasts, e-books, online courses, etc.), it’s easy to become overwhelmed.
It may be tempting to sideline your content marketing strategy, but we’re here to help you engage with your target audience and share your brand story.
We’ve put together 22 tried-and-true content ideas that your business can use on social media and beyond. Whether you are a fashion founder, beauty brand or lifestyle startup, there’s something for everyone! So without further ado, here are 22 content ideas that you can utilize in your marketing strategy.
1. Behind-the-scenes content
Transparency is a crucial component of your storytelling strategy. Consumers no longer care about the flawless Instagram aesthetic or the picture-perfect parts of your business. They want to support brands that they can relate to and can trust. The best way to connect with your audience and build that brand trust is through authentic, personable content. Don’t be afraid to share imperfect moments and behind-the-scenes content that show who you and your company really are. This could be videos of your design process, clips of you packing up your customer orders, snapshots of your team at work, etc.
2. Why you started your business
Now is the time to share your “why” with the world. Like we said before, consumers want to support brands that they connect with and believe in. So tell your audience about your purpose — why you created your product, what inspires you and how you hope to serve others with your business.
3. How-to tutorials
How-to posts are incredibly popular on Instagram and TikTok. Why? Because it shows others how to do something in an easy and accessible format that they can save and revisit endlessly. So whether you create a TikTok video to show how to style your product, a step-by-step skincare routine on Instagram Reels or a detailed recipe post for your company blog, find ways to become a resource for your target audience and industry.
4. Your favorite resources
Don’t limit yourself by only sharing posts about your company. Share valuable content from experts in your industry, your favorite books (we love a virtual book club!), a fun playlist and other resources that can benefit and engage your audience outside of self-promoting posts.
5. Polls
Instagram Story polls are an easy way to interact with your audience, build engagement for your brand and learn more about your customers’ preferences. It can also be a fun way to test out new product ideas and collect customer feedback as you build your brand. We’ve seen many brands create polls so their followers can submit product name ideas and share feedback on the brands’ products. It proved to be an excellent way to make their audience feel seen and like they were a part of the brand itself.
6. Industry news
The fashion, beauty and lifestyle industries are ever-changing. Make your brand a go-to resource in your niche by monitoring and reporting on industry news that can make an impact on your audience, such as new trends, major industry shifts, relevant facts and statistics, etc. For example, a size-inclusive fashion brand could share articles related to size discrimination in the fashion industry. An organic skincare brand could share facts & statistics on the environmental impact of beauty ingredients. Identify topics that are relevant to your brand mission and values, and share them with your audience.
7. Testimonials + reviews
People tend to connect with those who share our experiences, interest and opinions. So if someone recommends a certain product or brand, others may become interested in learning more or even feel the same way too. Testimonials and reviews provide social proof that can encourage others to support your brand and inspire brand trust.
8. Press features and brand mentions
Sometimes it’s okay to brag. Leverage the press features you have and share them with your audience. It will help build credibility both in your industry and among your target customers. Pro tip: use those press mentions in your ad strategy; it’ll go a long way!
9. Sneak peeks
A sneak peek creates a sense of exclusivity and motivates your audience to revisit your page for updates. So whether you're launching your website, an official rebrand, a new product or an upcoming event, get your audience excited and involved by sharing a sneak peek of what's to come.
10. Shoutout or mention other brands
As a consumer, seeing a brand post nothing but self-promotional content can be boring. Being able to talk about more than your own brand is essential and humanizing in the eyes of a consumer. And when you endorse other brands, the chances are good that the same will be done for you. For example, you can share a blog post spotlighting five other women-owned businesses in your city or a fellow BIPOC-owned brand that you love and is outside of your niche.
11. Holidays + special days
There are a million quirky but relevant holidays out there, so take advantage and find some fun holidays that align with your brand. Here are a few examples to get you started:
January: New Year, National CBD Month, National Get Organized Month
February: Galentine's Day, Valentine's Day, Black History Month
March: International Women's Day, Women's History Month
April: Earth Day, National Brunch Month, Stress Awareness Month
May: Mother's Day, Mental Health Awareness Month, AAPI Heritage Month
June: Clean Beauty Day, Father's Day, LGBTQIA Pride Month, Rose Month
July: National Bikini Day, Independent Retailer Month
August: National CBD Day, Black Business Month, National Wellness Month
September: Acne Positivity Day, Hispanic Heritage Month, Self Care Month
October: Plus Size Appreciation Day, Breast Cancer Awareness Month, LGBT History Month, Women's Small Business Month
November: America Recycles Day, Small Business Saturday, Giving Tuesday, Gratitude Month
December: Hanukkah, Christmas, Kwanzaa, New Year's Eve, Champagne Day
12. Education
What tips, tricks and advice can you share with your audience? Establish yourself as an expert in your niche by sharing educational content. This can be about specific ingredients you use in your products, the history behind the garments you create, the cultural context of your latest collection and other expert insights about your industry.
13. Interview someone you admire
Interviews are a great way to share industry insights with your customers and build brand awareness among a new audience. So tap into industry influencers and others in your niche who can align with your brand and provide value for your audience. This could be a content creator who caters to your niche, a product developer in your industry or even a fellow entrepreneur that you admire.
14. User-generated content
Help your audience feel like a part of your brand by resharing user-generated content. Create a fun dedicated hashtag for customers to use when sharing content about your brand — you’ll get more content to repurpose, and your customers will feel appreciated and important. It’s a win-win!
15. Spotlight creators in your industry
Sadly, many emerging brands don’t yet have a budget for paid influencer partnerships. But that doesn't mean you can't build relationships with influencers in an organic way. Spotlight your favorite creators in your industry and introduce them to your audience to build a relationship that's mutually beneficial and authentic. When you support others, they'll show the same support back.
16. Introduce your team
People are more likely to connect with a brand if they can see the face (or faces) behind it. So show off the hard-working team that helps make your brand possible. It'll show your followers that your company is real and authentic, build trust among your audience and show your appreciation for your amazing employees.
17. Quizzes
Quizzes are another fun way to connect with your target customer in an interactive way. Think about the pain points they experience and how your brand can serve them, and create a quiz that aligns with them. For example, you could create a shopping quiz that matches them with product recommendations, an educational quiz that teaches customers about your business/industry, a quiz that gauges their knowledge about a certain topic or a personality quiz that matches their traits to specific results.
18. Takeovers and collaborations
Whether you team up with a popular creator, a brand you love or an expert in your industry, collaborate with someone who has a passionate audience that aligns well with your own brand and can provide value for your own audience. This could be in the form of a social media takeover, a guest post on your company blog, a social influencer partnership, etc.
19. Q&A
Transparency is everything when it comes to your brand’s content. So invite your audience to ask you questions and do a mini Q&A session for your social channels. This can be about your latest collection, entrepreneurship, your inspiration, etc. It's the perfect way to customers engaged with your brand and connect on another level.
20. Instagram Live
Give your audience the opportunity to engage in real time with a Live on Instagram, Facebook or TikTok. You can chat with customers directly, answer their questions and even bring in other creators, brands and experts who can maximize the value and views of the experience.
21. Video content
If you haven’t invested in video content yet, now is the time! Videos consistently generate more engagement than static imagery and are a more exciting way to get your message across. You can share videos in the form of Instagram Reels, TikToks, YouTube content and Stories across your social channels.
22. Competitions + giveaways
Competitions and giveaways are fun ways to get customers engaged with your brand and build excitement about your business. If you are a fashion brand, invite customers to share photos wearing your products and tag your brand for a chance to win a mini shopping spree. If you are a beauty brand, partner with other brands in your niche to provide a gift package to one lucky winner who signs up for your email list. There are endless ways to provide value to your target audience while also maximizing awareness for your business.
About Rani Public Relations
We are Rani Public Relations, a strategic PR and marketing agency that helps female-led businesses reach their ideal audience. Our mission is to empower, elevate and advocate for underrepresented brands in the ever-changing media landscape. With our creative expertise and passion for brand storytelling, we will help your business get the recognition it deserves.
