Spoiler: It’s Not “Lifestyle” If It Has Nothing to Do with Your Brand
I’m gonna be real honest because I’ve had too many free consultations with brands that screw the pooch with content. More specifically, lifestyle content.
Most lifestyle content from brands reads like someone fed ChatGPT a list of trending blog ideas and hit publish before asking a single question: “Does this actually connect to what we sell?”
Yeah, that interview with [insert famous name here] might get a few pity clicks while their name is trending. But, if he has no relation to your brand, let’s say high-performance running gear, what does that have to do with your audience’s actual lifestyle? Not much.
Lifestyle content can work when it’s relevant, intentional, and tied to your brand’s world. Otherwise, you’re just playing BuzzFeed without the budget.
This post will break down where brands are going wrong, what good lifestyle content actually looks like, and how to keep your blog from turning into a random ideas dumpster.
The Clickbait Trap
There’s a big misconception floating around brand blogs: “If it gets clicks, it’s good content.” Spoiler, it’s not. In fact, more often than not you attract people who don’t want to buy your products.
A lot of brands see lifestyle content as a traffic hack. So they start cranking out random listicles like:
- “5 Ways to Improve Your Morning Routine”
- “What Your Coffee Order Says About You”
- “How to Declutter Your Life and Find Inner Peace”
Cute. But unless you sell planners, espresso machines, or therapy sessions, none of that actually builds affinity for your product or purpose. You might get a traffic bump. But that visitor? They’re gone in 12 seconds and never coming back. And if bounce rates are high enough, it might in theory be a negative ranking signal that hinders your site’s performance.
Because here’s the thing: if your content doesn’t align with your audience or your brand, it doesn’t matter how well it ranks. It’s forgettable. And forgettable content doesn’t convert, doesn’t earn links, and definitely doesn’t build brand loyalty.
You’re Not BuzzFeed, and That’s Okay
Unless your business model is entertainment, your content shouldn’t be trying to play in that sandbox. You sell shoes? A liquor brand? High-end tech accessories? Cool. You’re not a media company. You’re a brand with a point of view and a product that solves a problem (or scratches an itch).
And that means your content should do one thing really well: Make your audience feel like your brand just gets them.
Lifestyle content isn’t about chasing whatever’s trending. It’s about showing people how your product fits into the life they already live, or the one they want to live. That running brand interviewing marathoners? That makes sense. The liquor brand publishing “5 Best Hiking Trails in Oregon”? I mean… unless you’re launching trail mix-flavored gin, maybe not.
If your content could be slapped on any blog with zero context, it doesn’t belong on yours. Period. End of Story. I don’t want to even hear what you have to say.
Lifestyle Should Lead Back
Here’s the real test for your lifestyle content: Does it connect back to what you sell?
Not in a forced “BUY NOW!” kind of way. But in a way that helps people understand how your product fits their vibe, their goals, their identity.
- If you sell running gear, a post on “Morning Routines of Sub-3 Marathoners” makes sense.
- If you sell outdoor furniture, a guide on “How to Host the Ultimate Backyard Dinner Party” fits.
- If you sell whiskey, a piece on “How Distillers Wind Down After a 14-Hour Day” works way better than “8 Ways to Recharge This Weekend.”
Your content should serve your audience and reinforce your brand. Otherwise, you’re sending mixed signals, and mixed signals don’t convert. Honestly, who liked mixed signals? The answer, no one.
Great lifestyle content doesn’t just live on your blog. It seeps into how people talk about you, share your brand, and picture themselves using your product. If your content isn’t doing that, it’s time to rethink the strategy.
The Clicks Don’t Count if They Don’t Care
Look, lifestyle content isn’t broken. But how most brands approach it? Absolutely is. It’s not about racking up pageviews from people who bounce faster than your grandma’s check after Christmas. It’s about relevance. Resonance. Return.
If your blog feels like a dumping ground for SEO bait and random Pinterest-core vibes, you’re not building brand, and you’re just making noise. Instead, create content that feels like an extension of your product, your people, and your purpose. That’s what sticks. That’s what gets remembered. That’s what builds fans who buy and keep coming back.
Wanna talk about how to fix your lifestyle content strategy? I’m always down to talk shop (or roast a few weak blogs or sites together). Let’s make something that hits harder and makes sense for your brand.
