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The $1.5 trillion wellness industry is on the rise – and isn’t slowing down any time soon. This is great for companies like yours, because it means consumers are looking for what you have to offer. It also presents a key challenge: how do you stand out among a sea of competitors?
Content is one of the best ways to stand out because we live in a content-driven world. But not all content is created equal. If you’re creating blog posts, social posts, or email blasts just to check a box – stop now.
Get intentional by implementing these strategies and ideas. Then start creating content that truly stands out on every channel where you’re active.
Blog content: Get optimized – now
If you’re creating blog content without considering search engine optimization (SEO), you’re missing a huge opportunity. To stand out to your potential customers and clients, you need to get in front of them first – and your customers are very active on Google and other search platforms.
In fact, Google found that searches for wellness terms like “affirmations,” and “how to maintain mental health” reached an all-time high worldwide at the end of 2021, and the numbers are still rising.
If you’re not optimizing your website content (landing pages and blog posts) for search, your content can’t stand out to these potential customers because you’re not actually ranking high enough to be seen. Get your content ranking for the search terms you know your potential customers are using by implementing a few simple SEO best practices, including:
- Base your content on keywords that have high search volume but low competition.
- Make sure your keyword can be found in the alt tag of your feature image, the meta description of the blog post, in the title, and throughout the content itself.
- Include high-quality, relevant external links within the content.
- Link back to relevant content on your own website within the content.
If you offer an app-based product, keep in mind that app store SEO is a good start, but web SEO shouldn’t be overlooked. Check out my recent blog post, App SEO Isn’t Enough: The Power of Organic Search for Your Wellness Brand, to make sure you have a comprehensive strategy.
Social media content: Hone in on your niche
While it’s imperative that you speak to your niche audience in all content, this is especially important on social media. With so many brands talking about similar topics in the wellness space, you can stand out by creating content based on what your particular audience wants to hear. For example, if work-life balance is a focus for you, the questions you might ask to create better content are:
- Why does work-life balance matter to our audience?
- What does our audience struggle with most around work-life balance?
- What content format would our audience prefer to consume?
Using this work-life balance example, we can consider two different brands sharing very different content on this topic.
- Brand A: A skin care product line for single men in their mid-20s, likely growing in their careers.
- Content: A TikTok video sharing 5 ways to maintain balance while advancing your career.
- Brand B: A meditation app for new moms who are re-entering the workforce.
- Content: A 30-second Reel for new moms to meditate in the car at the end of the workday before going home.
Both of these brands focus on work-life balance and could share generic tips around that. Their content will excel, however, when they get more focused on their audience’s specific needs.
Email content: Give, give, and give some more
Everyone’s Gmail promotions folder is bursting with emails selling something. Don’t be another brand that only sends sales emails. While it’s important to sell to your subscribers, it’s just as important to give – and then give some more.
If all you do is sell, you run the risk of fatiguing your audience, which means they might stop opening your emails altogether. If you provide value over and over again, they’ll want to open the email knowing there’s often something truly useful or interesting for them.
The good news is, as a wellness brand, you can provide a lot of value in the form of educational content. To create this, get clear on what your subscribers really want and need. You can even poll them. Then create an email strategy that includes both value-based emails and sales emails.
On The Membership Geeks podcast, Rob and Kennedy, founders of The Email Marketing Heroes, shared that their email format is the same for nearly every email: Story-Lesson-Offer. In the email, they share a story, the lesson learned, and then tie that in with an offer, whether that’s a CTA to join their membership, download a resource, or listen to a podcast episode. Consider how a similar format can help you provide value while still driving email ROI.
Podcast content: Up the ante with guests
A simple and powerful way to stand out with your wellness podcast is to focus on your guests. How can you up the ante to make your episodes more intriguing and educational, while also providing new, value-packed content for your listeners? Here are a few ideas to think about:
- Leverage your downloads data to bring on high-profile guests that will get listeners excited to tune in.
- Ask your listeners. Who do they want you to interview? Who do they want to hear from?
- Get niche. Find experts that bring a completely new take on a topic based on their own personal experience, research, or practice.
As you look to expand your guest repertoire, remember to stay hyper-focused on your audience and what they want. A guest is only great if that person can provide insights that your listener actually cares about.
Video content: Get the timing right
It doesn’t matter how great your video is – if your audience is busy, and doesn’t have time to watch, they won’t. That’s why, the key to great video content, whether on your website, YouTube, or native channels, is getting the timing right. This includes being strategic about where you put your CTA, how long the video is, and more.
Here are some data-based tips for getting your video content right.
- Keep it short and sweet: If you want viewers to watch your whole video, focus on length. According to 2022 data from Vidyard, 62% of viewers will stay engaged until the end of a video if that video is under 60 seconds in length. Videos that last longer than 20 minutes have a 26% rate of watching to the end.
- Focus on your brand: Consumers want to learn about you via video. In fact, Wyzowl found that 73% of consumers surveyed said they prefer to learn about a brand or product via a short video, compared to just 11% who would prefer through text and 4% through infographic.
- Bring your CTA to the front: Get your viewers to take action by giving your main CTA first. The same Vidyard report found that engagement peaks in the first 10% of run-time. Make the most of that window with your most compelling content.
As a wellness brand, you can offer a lot of value in just 60 seconds – and with a little strategy (like what you talk about and where you place your CTA, if you have one), you can make sure your audience consumes your video content, building trust and connection as they do.
Make Your Wellness Content Stand Out
Content has always reigned in marketing, but with so many brands now creating it, the challenge is how to stand out. Use these strategies and ideas to take your marketing to the next level, no matter which channels you’re on. When you get it right, you’ll create a connection with your audience that leads to conversions on your product or service, and as a result, watch your business grow.
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