The $1.5 trillion wellness trade 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 shoppers are on the lookout for what it’s a must to supply. It additionally presents a key problem: how do you stand out amongst a sea of rivals?
Content material is likely one of the finest methods to face out as a result of we stay in a content-driven world. However not all content material is created equal. For those who’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
For those who’re creating weblog content material with out contemplating search engine marketing (search engine marketing), you’re lacking an enormous alternative. To face out to your potential clients and shoppers, it’s essential to get in entrance of them first – and your clients are very energetic on Google and different search platforms.
In reality, Google discovered that searches for wellness phrases like “affirmations,” and “find out how to keep psychological well being” reached an all-time excessive worldwide on the finish of 2021, and the numbers are nonetheless rising.
For those who’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 just a few easy search engine marketing finest practices, together with:
- Base your content material on key phrases which have excessive search quantity however low competitors.
- Be certain that your key phrase might be discovered within the alt tag of your function picture, the meta description of the weblog publish, within the title, and all through the content material itself.
- Embrace high-quality, related exterior hyperlinks inside the content material.
- Hyperlink again to related content material by yourself web site inside the content material.
For those who supply an app-based product, understand that app retailer search engine marketing is an efficient begin, however net search engine marketing shouldn’t be neglected. Try my latest weblog publish, App search engine marketing Isn’t Sufficient: The Energy of Natural Seek for Your Wellness Model, to be sure you have a complete technique.
Social media content material: Hone in in your area of interest
Whereas it’s crucial that you simply communicate to your area of interest viewers in all content material, that is particularly necessary on social media. With so many manufacturers speaking about comparable matters within the wellness area, you possibly can 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 want to eat?
Utilizing this work-life steadiness instance, we will think about 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, possible 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 spanking new mothers who’re re-entering the workforce.
- Content material: A 30-second Reel for brand spanking new mothers to meditate within the automobile on the finish of the workday earlier than going dwelling.
Each of those manufacturers deal with work-life steadiness and will share generic ideas round that. Their content material will excel, nevertheless, once they get extra targeted on their viewers’s particular wants.
E 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 necessary to promote to your subscribers, it’s simply as necessary to present – after which give some extra.
If all you do is promote, you run the danger of fatiguing your viewers, which implies they may cease opening your emails altogether. For those who present worth over and over, they’ll wish to open the e-mail understanding there’s typically one thing actually helpful or attention-grabbing for them.
The excellent news is, as a wellness model, you possibly can present a number of worth within the type of academic content material. To create this, get clear on what your subscribers actually need and wish. You’ll be able to 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 E mail Advertising and marketing Heroes, shared that their e mail format is identical for practically 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 hitch their membership, obtain a useful resource, or take heed to a podcast episode. Take into account how an identical format might help you present worth whereas nonetheless driving e mail ROI.
Podcast content material: Up the ante with friends
A easy and highly effective strategy to stand out together with your wellness podcast is to focus in your friends. 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 below are just a few concepts to consider:
- Leverage your downloads information to carry on high-profile friends that can 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 carry a very new tackle a subject based mostly on their very own private expertise, analysis, or apply.
As you look to develop 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 observe, they received’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 place your CTA, how lengthy the video is, and extra.
Listed below are some data-based ideas for getting your video content material proper.
- Preserve it brief and candy: If you need viewers to observe your complete video, deal with size. In response to 2022 information from Vidyard, 62% of viewers will keep engaged till the top of a video if that video is below 60 seconds in size. Movies that last more than 20 minutes have a 26% price of watching to the top.
- Focus in your model: Shoppers wish to study you by way of video. In reality, Wyzowl discovered that 73% of shoppers surveyed stated they like to study a model or product by way of a brief video, in comparison with simply 11% who would favor by means of textual content and 4% by means of infographic.
- Convey your CTA to the entrance: Get your viewers to take motion by giving your most important CTA first. The identical Vidyard report discovered that engagement peaks within the first 10% of run-time. Profit from that window together with your most compelling content material.
As a wellness model, you possibly can supply a number of worth in simply 60 seconds – and with a little bit technique (like what you discuss and the place you place your CTA, in case you have one), you may 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 all the time reigned in advertising, however with so many manufacturers now creating it, the problem is find out how to stand out. Use these methods and concepts to take your advertising to the following stage, irrespective of which channels you’re on. If you get it proper, you’ll create a connection together with your viewers that results in conversions in your services or products, and consequently, watch your corporation develop.
