3 Content Marketing Best Practices For the Wellness Space

Content marketing for the wellness space comes with unique challenges and opportunities. A degree of caution is necessary, especially when providing health information and advice. Content marketers and business owners must strive to provide well-researched and actionable content while marketing to a diverse demographic. Providing quality content creation and curation for the health and wellness industry is possible, but it requires a specific approach.

The Health and Wellness Industry – Trends and Future Growth

In general, the health and wellness industry is one of the fastest growing sectors in the United States. In response to alarming statistics and media coverage about chronic disease and the nation’s poor health outcomes, people are interested in safeguarding their bodies and their overall health. According to the Global Wellness Institute, the health and wellness industry was worth an estimated $3.7 trillion in 2015. This represents a $10.6 million change between 2013 and 2015 alone. According to their research, the dominant sectors within the wellness sphere include:

  • Anti-Aging, valued at $999 billion
  • Healthy Eating, Nutrition, and Weight Loss, valued at $648 billion
  • Wellness Tourism, valued at $563 billion
  • Fitness, valued at $542 billion
  • Preventive Medicine and Public Health, valued at $534 billion

Businesses in the health and wellness field stand to gain a lot from this growing industry. At the same time, content marketers have an ethical responsibility to promote content creation and curation from quality sources, that help people safely achieve their wellness goals.

Best Practices for Health and Wellness Content Creation

The key to content creation for health is to establish your company as a trusted source of information, which eventually fosters brand loyalty and improves your company’s bottom line. Where customer health is concerned, becoming a trusted source of information is as much a moral imperative as it is a business income. Some basic best practices can help establish customer loyalty while providing quality information.

Be A Storyteller

This applies to every industry, but storytelling for the health industry can prove to be especially powerful. The human element can make a significant impact in the way that both existing customers and prospects respond to your brand and its mission. One of the great things about health and wellness is that the stories write themselves. Your customers are full of inspiring content, you need only seek it out.

When we lived in Cleveland, the University Hospitals system was our main source of healthcare. Our 7-month-old daughter required surgery, and following the inspiring stories on their Facebook page made us feel more confident in our choice. Our experience provides an excellent example of how storytelling can not only inspire prospects to take action, but also how brands can foster loyalty through storytelling.

Establish Yourself as a Lifestyle Resource

We all know that healthy living isn’t a static entity; it’s a lifestyle. Living your best life is a matter of making healthy choices every day, to the point where they become unconscious routines. Depending on their spot in their personal health journey, many of your customers and targets struggle with this, especially in the beginning. This poses a great opportunity for you to be a lifestyle and healthy living resource for them.

The nature of your content creation and curation will depend on your niche, but you can aid in a customer’s journey by providing;

  • Healthy recipes and meal planning tips.
  • Nutrition and healthy eating by season.
  • Alternative and complementary practice benefits such as meditation or yoga.
  • Discussions on mental and spiritual wellness as well as physical wellness.
  • Workout plans to accommodate busy schedules and changing seasons.

Developing Your Health Content Marketing Strategy

Like any other business project, your content marketing strategy is as much about planning as it is execution. As you work on creating a health content management strategy, keep the following elements in mind:

  • Have an outcome in mind. What are the main goals of your content? Why are you investing in a content management strategy? This will help keep your plan focused and provide direction for the types of content you want to create.
  • Look to your competitors. Don’t copy them, but draw influence from those in your industry who have a solid content management strategy (they’ll be the first few hits on Google).
  • Strive for variety. A good health content management strategy includes a mix of quality, actionable content, like blog posts, white papers, shareable articles, infographics, research, and more.
  • Add links to relevant, high quality resources to improve your authority and provide more helpful content to your users.

The health and wellness sphere is a fast-growing industry, and it shows no signs of slowing down. This presents both opportunities and challenges to marketers who want to promote both actionable and authoritative content that improves their company bottom line. By observing some simple best practices, you can establish a results-oriented content management strategy.

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Sarah Voigtman

Sarah is a native Michigander and mother of three. She spends her spare time searching for the perfect burger recipe and navigating the tumultuous waters of parenthood.

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