Content Strategy — Lovehoney US

The content strategy for Lovehoney US is designed to support a full-funnel inbound model that attracts, educates, and converts mainstream US consumers through discreet, wellness-led, and stigma-free messaging. The strategy is built around five core content pillars, each aligned to key audience needs and funnel stages.

Content Pillars

1. Beginner Education

Content that helps first-time buyers understand the category, reduce uncertainty, and make confident first purchases.

2. Couples & Connection

Content that positions Lovehoney as a relationship-friendly brand for date nights, shared experiences, and romantic occasions.

3. Wellness & Self-Care

Content that frames sexual wellness as part of confidence, body awareness, intimacy, and adult self-care.

4. Discreet Shopping & Trust

Content that reinforces privacy, reassurance, safety, quality, and ease of purchase.

5. Occasions & Inspiration

Content tied to gifting, weekends away, anniversaries, Valentine’s Day, and romantic getaway moments.

Funnel Alignment

TOFU — Attract + Normalize

Use educational, inspiring, and creator-friendly content to increase visibility and reduce stigma.

MOFU — Guide + Reassure

Use quizzes, guides, comparison content, and sign-up assets to help users evaluate options and build trust.

BOFU — Convert + De-risk

Use curated product pages, bundles, reviews, trust signals, and email prompts to encourage purchase.