The $1.5 trillion wellness business is on the rise – and isn’t slowing down any time quickly. That is nice for firms like yours, as a result of it means customers are searching for what it’s a must to provide. It additionally presents a key problem: how do you stand out amongst a sea of opponents?
Content material is likely one of the greatest methods to face out as a result of we stay in a content-driven world. However not all content material is created equal. In the event you’re creating weblog posts, social posts, or e-mail blasts simply to verify a field – cease now.
Get intentional by implementing these methods and concepts. Then begin creating content material that actually stands out on each channel the place you’re energetic.
Weblog content material: Get optimized – now
In the event you’re creating weblog content material with out contemplating SEO (search engine optimisation), you’re lacking an enormous alternative. To face out to your potential clients and purchasers, you might want to get in entrance of them first – and your clients are very energetic on Google and different search platforms.
In actual fact, Google discovered that searches for wellness phrases like “affirmations,” and “ preserve psychological well being” reached an all-time excessive worldwide on the finish of 2021, and the numbers are nonetheless rising.
In the event you’re not optimizing your web site content material (touchdown pages and weblog posts) for search, your content material can’t stand out to those potential clients since you’re not really rating excessive sufficient to be seen. Get your content material rating for the search phrases you understand your potential clients are utilizing by implementing a couple of easy search engine optimisation greatest practices, together with:
- Base your content material on key phrases which have excessive search quantity however low competitors.
- Ensure that your key phrase might be discovered within the alt tag of your characteristic picture, the meta description of the weblog publish, within the title, and all through the content material itself.
- Embody high-quality, related exterior hyperlinks inside the content material.
- Hyperlink again to related content material by yourself web site inside the content material.
In the event you provide an app-based product, needless to say app retailer search engine optimisation is an efficient begin, however internet search engine optimisation shouldn’t be neglected. Take a look at my latest weblog publish, App search engine optimisation Isn’t Sufficient: The Energy of Natural Seek for Your Wellness Model, to ensure you have a complete technique.
Social media content material: Hone in in your area of interest
Whereas it’s crucial that you just communicate to your area of interest viewers in all content material, that is particularly vital on social media. With so many manufacturers speaking about related matters within the wellness house, you’ll be able to stand out by creating content material based mostly on what your specific viewers needs to listen to. For instance, if work-life steadiness is a spotlight for you, the questions you would possibly ask to create higher content material are:
- Why does work-life steadiness matter to our viewers?
- What does our viewers battle with most round work-life steadiness?
- What content material format would our viewers favor to eat?
Utilizing this work-life steadiness instance, we are able to contemplate two totally different manufacturers sharing very totally different content material on this subject.
- Model A: A skincare product line for single males of their mid-20s, seemingly rising of their careers.
- Content material: A TikTok video sharing 5 methods to take care of steadiness whereas advancing your profession.
- Model B: A meditation app for brand new mothers who’re re-entering the workforce.
- Content material: A 30-second Reel for brand new mothers to meditate within the automobile on the finish of the workday earlier than going house.
Each of those manufacturers give attention to work-life steadiness and will share generic suggestions round that. Their content material will excel, nonetheless, after they get extra centered on their viewers’s particular wants.
Electronic mail content material: Give, give, and provides some extra
Everybody’s Gmail promotions folder is bursting with emails promoting one thing. Don’t be one other model that solely sends gross sales emails. Whereas it’s vital to promote to your subscribers, it’s simply as vital to present – after which give some extra.
If all you do is promote, you run the danger of fatiguing your viewers, which suggests they could cease opening your emails altogether. In the event you present worth time and again, they’ll wish to open the e-mail realizing there’s usually one thing actually helpful or fascinating for them.
The excellent news is, as a wellness model, you’ll be able to present plenty of worth within the type of academic content material. To create this, get clear on what your subscribers really need and wish. You may even ballot them. Then create an e-mail technique that features each value-based emails and gross sales emails.
On The Membership Geeks podcast, Rob and Kennedy, founders of The Electronic mail Advertising and marketing Heroes, shared that their e-mail format is identical for almost each e-mail: Story-Lesson-Provide. Within the e-mail, they share a narrative, the lesson discovered, after which tie that in with a suggestion, whether or not that’s a CTA to affix their membership, obtain a useful resource, or take heed to a podcast episode. Take into account how an identical format may also help you present worth whereas nonetheless driving e-mail ROI.
Podcast content material: Up the ante with visitors
A easy and highly effective strategy to stand out along with your wellness podcast is to focus in your visitors. How will you up the ante to make your episodes extra intriguing and academic, whereas additionally offering new, value-packed content material to your listeners? Listed here are a couple of concepts to consider:
- Leverage your downloads knowledge to convey on high-profile visitors that may get listeners excited to tune in.
- Ask your listeners. Who do they need you to interview? Who do they wish to hear from?
- Get area of interest. Discover consultants that convey a very new tackle a subject based mostly on their very own private expertise, analysis, or apply.
As you look to increase your visitor repertoire, bear in mind to remain hyper-focused in your viewers and what they need. A visitor is barely nice if that particular person can present insights that your listener really cares about.
Video content material: Get the timing proper
It doesn’t matter how nice your video is – in case your viewers is busy, and doesn’t have time to look at, they gained’t. That’s why, the important thing to nice video content material, whether or not in your web site, YouTube, or native channels, is getting the timing proper. This contains being strategic about the place you set your CTA, how lengthy the video is, and extra.
Listed here are some data-based suggestions for getting your video content material proper.
- Preserve it brief and candy: In order for you viewers to look at your complete video, give attention to size. In accordance with 2022 knowledge from Vidyard, 62% of viewers will keep engaged till the tip of a video if that video is below 60 seconds in size. Movies that last more than 20 minutes have a 26% fee of watching to the tip.
- Focus in your model: Customers wish to find out about you through video. In actual fact, Wyzowl discovered that 73% of customers surveyed mentioned they like to find out about a model or product through a brief video, in comparison with simply 11% who would like by way of textual content and 4% by way of infographic.
- Convey your CTA to the entrance: Get your viewers to take motion by giving your foremost CTA first. The identical Vidyard report discovered that engagement peaks within the first 10% of run-time. Profit from that window along with your most compelling content material.
As a wellness model, you’ll be able to provide plenty of worth in simply 60 seconds – and with a bit technique (like what you speak about and the place you place your CTA, you probably have one), you can also make certain your viewers consumes your video content material, constructing belief and connection as they do.
Make Your Wellness Content material Stand Out
Content material has at all times reigned in advertising and marketing, however with so many manufacturers now creating it, the problem is stand out. Use these methods and concepts to take your advertising and marketing to the subsequent degree, regardless of which channels you’re on. Whenever you get it proper, you’ll create a connection along with your viewers that results in conversions in your services or products, and consequently, watch your corporation develop.
