Health and wellness have become a global movement, as consumers look for ways to live healthy lives for as long as possible. Every brand category, from food and fitness to travel and financial services are framing themselves in terms of wellness. Food is linked to aging well and stress management. Sleep is linked to productivity and beauty. Fitness is linked to mental agility.
And though trying to be healthy certainly isn’t a new trend, consumers are now approaching their health in different ways. Back in the day, good health meant you had your annual physical, limited your salt and sugar intake, and got regular exercise. But with the growing obesity and the chronic disease epidemics in the U.S., it’s certain that the health and wellness category will continue to explode as consumers move toward more aggressive preventative care. Social media and the wealth of online content are empowering consumers to take charge of their health more than ever before.
And while content remains king in digital marketing, health and wellness brands need to understand how to use it correctly to be competitive.
Does Content Attract Customers?
Health and wellness marketers can become trusted resources for their consumers through a well thought-out content marketing strategy. When done right, it presents your brand as a trusted source for information, which directly influences your bottom line through brand loyalty. Following are a couple of key ways to become a resource to your audience.
Tell an inspiring story
Storytelling builds consumer trust. When it comes to health and wellness content, stories make a significant impact on the way readers respond to your brand. Whether it is about your commitment to sustainability, social responsibility initiatives or your brand values, these stories should not be promotional. Instead, base them on great content. Use this litmus test: Would you want to read, listen to or watch the content you’re creating?
Be a lifestyle resource
With an increased emphasis on health, consumers are looking for that state of mental, physical and social well-being that defines a healthy way of life.
The strongest brands are go-to resources that help consumers live in a healthy way, providing information on everything from healthy cooking and menu planning, to taking the right supplements, practicing meditation, or finding spiritual wellness.
How to Develop an Effective Content Marketing Strategy
Set Clear Goals
Before setting out to create all kinds of wonderful content, first identify the primary reason you’re investing in a content marketing strategy. Are you looking to build brand awareness? Grow your email list? Convert your audience into brand loyalists? Knowing your goals before you begin will help determine the best strategy for your content program.
Analyze the Competitive Landscape
When it comes to creating content that drives traffic from Google, there’s no one right way. Every industry has its unique audiences that require a personalized approach.
Gathering data will make it easier for you to create content that journalists, bloggers, and your consumers will want to read. Use tools like BuzzSumo, Moz Keyword Explorer, and Google Adwords to identify the most shareable and linkable content, keywords and less competitive niches where your chances of appearing on Google’s first page are better.
Create a Variety of Content
In addition to blog posts, articles, whitepapers, and other written content, images and video have become valuable additions to any content marketing strategy. Tools such as BuzzSumo, Feedly, HubSpot, and Quora can help you determine which types of content you want to create.
Some types of content perform better than others, such as lists, trends, and “how to” posts. Make sure to create a mix of content – blog posts, infographics, checklists, eBooks, guest contributed articles, podcasts, videos, etc. with targeted keywords that will allow your audience to consume your content in different ways. Also consider repurposing existing content for new formats. For example, take an existing blog post on weight management and repurpose it as an infographic, guide or testimonial. Or even a Facebook Live video.
Don’t be afraid to experiment with new platforms, like video. Videos are a highly engaging content medium that can be shared across social platforms and websites. Consumers love to share content, so provide content they can share with their communities, like beautiful food photos or recipe videos.
Plan With an Editorial Calendar
It’s difficult to create content that supports your marketing plan without a roadmap, so plan ahead. An editorial calendar will help you stay on task by detailing how often you plan to publish, and how you’ll distribute your pieces of content. Brainstorm content ideas, and then create an editorial calendar that maps out the timing and channels for posting and promoting your content.
Ensure Your Content is Accessible
Your audience needs to be able to find your content once you’ve created it. Make sure to develop keyword strategies and write your content in ways that are optimized for SEO in order increase visibility. Your audience can also find your content through direct visits to your website and email marketing campaigns, so consider these elements as part of your overall strategy.
Strategically Link to Relevant Content
If you decide to link to external sites through guest blogging and contributed content, remember that the goal is to be helpful to that audience, and not to be overly promotional with your own marketing messages. If you focus on providing value for the reader, you’ll get the results you’re looking for, and it will be a win-win for everyone.
Measure Your Success
Make sure to set benchmarks, such as increased website traffic or leads generated, and identify how you will track them. Use resources like Google Analytics, HootSuite and Buffer to help you manage and track your progress.
The health and wellness industry has tremendous opportunities to connect with consumers pursuing healthier living through content marketing. Though it can be time-consuming and laborious, a well thought-out content program provides results that will make you happy you invested in the process.
Want more information on content strategy or health and wellness marketing? Check out our blog at Girlpower Marketing, or give us a call.