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What Content Is Women's Retail Overlooking?

There’s plenty of “how to style” and “makeup tutorial’ content available, and brands aren’t always the authority in the space, anyway – so what’s a company to do?

Producing content that engages female audiences is a tall order. But it’s not the subject matter, but rather the competition, that makes it difficult to stand out in a crowded consumer-focused space. From big brands to YouTube stars, there’s plenty of noise in the space.
Yet women’s consumer content is covered ad nauseam by digital marketers because the subject matter appeals to almost all women, and those women collectively have billions to spend. Though there are thousands of voices vying for consumer dollars, that doesn’t mean every option have been explored. These are some underused categories ripe for exploration.


Arianna Huffington has made just getting enough sleep a cause celebre with her book, “Thrive.” Instead of selling a pillow, mattress, bed, sleep lamp or medication, brands can sell the benefits of these products. There are many problems attributed to poor sleep, such as permanent and irreversible brain damage, daytime sleepiness, reduced cognitive function, weight gain and stress. Illuminating these issues and providing actionable, healthy solutions is a sure way to gain consumer attention.

Work-Life Balance

There’s a big opportunity to connect with women in the area of work-life balance. The difficulties of managing work and home life can be trying enough, and for people who choose to have families, adding more bodies to the mix makes life all the more complicated.
Many products and services provide benefits that help people directly improve the quality of their lives. Content marketers can engender more brand loyalty and preference by providing helpful advice to women trying to balance a work and a personal life.

Professional Development

Products used in the workplace shouldn’t be sold just on their ability to increase productivity and efficiency. Those two benefits can decrease the amount of hours to perform work, helping workers get out of the office and back home sooner. Marketers often forget to emphasize that last benefit.


A restaurant chain, sports team or hotel group can show how to improve work-life balance by reminding consumers of the benefits of spending time with a partner away from kids or co-workers. The content doesn’t need to promise that a dinner at a specific restaurant or a trip to a ball game will improve quality of life. This is where true native content (that doesn’t mention the advertiser’s product or service) works.


McDonald’s skyrocketed to the heights of fast-food success in the 80s by branding itself with women as a babysitter for mom. Apps and suggestions can help organize shopping, entertaining or bill paying in less time.


Marketers of food or kitchen products and services can tie their offerings into work-life benefits. Convenience food companies tout the ability of their products to provide healthy family meals in 30 minutes or less.
Content marketers can use data and research to find relationships to the marketer’s unique selling benefit and create content messages that promote the benefits of using their product or service to improving a women’s work-life balance.

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