Health and wellness brands are more important than ever.
Over the past year, people everywhere are making health their number one priority if it wasn’t already. A healthy immune system is an essential link to an individual’s ability to fight this virus.
That’s one of several reasons why people will begin seeking out health content—and if that’s your niche, it’s your time to shine. Your content needs to be clear, engaging, and trustworthy. The health industry is one that can’t get away with fluff, filler, or citing information without authoritative sources to back it up.
As if a global pandemic wasn’t reason enough to produce content, keep reading! We’ll run through the benefits of marketing for healthy lifestyle brands (and more).
Content Is Influential
There’s no denying it—content influences behavior of all types, especially:
- During a purchasing decision
- While recommending a company
- When seeking out second or third opinions
Content even has the power to impact global social commerce revenue!
People actively seek out their information online to help them feel good about decisions, to vent or rave about a company, and to feel confident in their resolution to buy something. So, if nothing else, produce content that can influence readers to make wise decisions concerning their health and wellness.
Content Tells a Story
Health and wellness brands have a unique opportunity to connect with their audience. Storytelling in content is always engaging, but particularly so when it comes to health.
This allows you to connect with your audience emotionally. Emotional connections encourage long term relationships with your customers and readers.
Even if you sell a product or service, sometimes ads, offers, and sales can get overwhelming, redundant, and, well, annoying. Storytelling allows you to focus on an overarching theme that provides a meaningful message.
Content Establishes Your Authority
How can you convince your readers that you’re trustworthy as a source and that your products are a substantial investment? The answer is by producing content in your niche that establishes your authority.
What does this mean for your content marketing? It needs to be relevant, engaging, and helpful. You can do this by linking to case studies, beefing up your content with guest posts, and being active online through every social media platform.
It also increases your relevancy with search engines. An essential aspect of your marketing strategy needs to include great content focused on the user experience as well as search engine optimized.
You can also stand out from the competition by hosting webinars, virtual consulting or training, video marketing, or producing e-books.
Health and Wellness Brands Need to Produce High-Quality Content
Health and wellness are finally having their moment—and for the sake of the nation, we hope it lasts.
There’s no better time for you, as a healthcare professional or wellness influencer, to produce exciting content that informs your audience, provides them with real data, and allows them to relate to you.
Why your wellness content is more important than ever before
Now is a time that has left everyone feeling uncertain. We were all forced to slow down, self-reflect, and shift our lives in new ways to survive. Living a lifestyle focused on health and wellness is more important than it has ever been before.
Your wellness marketing strategy needs to come from a transitional aspect rather than a transactional one. With the shift in the world, it is more important than ever to transition your business into one motivated by providing value.
You have their attention at this moment.
Even before the forced remote work model, there were over 5 million U.S. employees working from home at least half the time. This large number, predictably, will not change and will probably increase. That means more people are online more than ever.
However, with the addition of people working from home, social isolation has led to a new lifestyle for people. The moods can shift daily, and most are looking for opportunities to stay positive and healthy in a world that is out of our control.
The need for positive messaging on health and wellness is more important than ever. People need wellness guides to help them through these uncertain places in our lives.
With all this uncertainty, people need messages that help them take control and give them some peace in their lives. You have an opportunity to become that guide.
How you can offer value during this time
Remember, every piece of content you create should come from a place of giving and value. The people who need it most will remember your brand in the long run. They might not turn into your highest paying customers or clients, but they will support your brand as you grow. The other benefits are potential clients will be able to get an inside look into your offerings, and when the time is right, will confidently hop on board with your brand offerings.
Consider offering free resources or discounts on your products. Now is a time when people are hesitant to commit to anything. If you take that pressure off the table, it presents an excellent opportunity for your business.
It is time to transition how you operate in your business.
Your marketing strategy is a long-term game, so don’t lose sight in the short term. Yes, sales of your products and offers are necessary. But don’t make that the same focus as building a reputable foundation for your business.
The brands that are working on how their business is perceived by updating messaging, their website, and their offerings will come out stronger in the end.
Everyone’s business model needs to shift, and I don’t think this will be a temporary change. You must learn how to showcase your value and be a resource to your audience. Everyone else who is doing business as usual will get lost in the noise online
The bottom line is that we are all existing in a place of uncertainty. Not only will you be able to give back, but you will also create a successful business model that you can implement
Shift your business model designed to be transitional rather than transactional, and you will attract new customers, build customer loyalty and make genuine mindful connections in a way that has not been readily available to small health and wellness businesses in the past.
That’s where we come in. We specialize in digital marketing, including content marketing for health and wellness brands. Click here to get a free digital marketing check-up that can help you build an audience and generate longtime leads. We’d love to help you optimize your strategy to build your brand awareness and get you as successful as you want to be!