meet harry. harry’s is a very cool shaving company that breaks from the traditional model and brings you a “great shave at a fair price.” it’s a brand i really like: the main man in my life loves the product, they have a really clean design, they have a very consistent brand voice, and i love their website.
what i really wanted to share was their magazine, five o' clock, and talk a little bit about brands creating editorial content. harry's says the magazine is about “undiscovered moments, advice, and generally useful information for a well-lived life.” generally, i think the voice of the content works, it’s thoughtful content for the modern guy, and it’s on brand. i also give them credit for not throwing up random images and text: they have real photographers, illustrators, editors, etc. they’re doing a lot right but I think there are some small things they could do better that would make a big difference.
- focus your content. it’s too broad! narrow the content so your customer knows what he’s coming to the site for. also, “making today better than yesterday” doesn’t really mean anything.
- always tie it back to the product. if the post can’t be tied to shaving, grooming, getting ready habits, then it doesn’t work. there’s a post on apologizing, you guys. it’s too random.
- brand it. they have great posts about men they admire and their morning routines. this is great content! but there’s a missed opportunity here. they should be telling us what harry’s products these guys use, how often they shave, their favorite products to use alongside harry’s, and so on. the line between effective branded content and annoying product placement is thin, but it can be done. and when it’s done right, your content will work harder for your brand and your customer will get more out of your content.