How to create winning content for your wellness business

The wellness industry has matured into a thriving one. With the emphasis previously on trends and occasional activities, the essence of wellness is now incorporated into our daily lives.

Worth a staggering $2 trillion, the global wellness space is resilience in action. Brands are gladly tapping into the market due to the trust factor. 

McKinsey reveals that consumers trust wellness businesses because of the sector’s science-based expertise. People want proof rather than a fitness influencer doing a 2-minute TikTok, raving about a product dressed in shocking pink packaging.

And while the industry thrives on trust, content, not conventional advertising, is your superpower.

Below, we’ll explain how to use authentic and relatable content to build trust in your wellness brand.

Source: Pexels

Understanding your audience

You’ve created a product or service that you’re proud of. The biggest issue is convincing customers to buy it. That’s why you start with your target audience.

Ask yourself, what need does your product fulfill? Is there a desire for it? Who can afford it? Once you’ve zeroed in on the answers, you can devise a content strategy based on audience demographics, pain points, and wellness needs.

Business.com recommends building customer personas to represent target audiences. Give them names, job titles, and describe their challenges and motivations. The only way of getting your customer or audience personas just right is by putting in the legwork. 

Social media analytics is a goldmine for sourcing data. You can see who is interacting with your brand’s accounts and which posts they find the most interesting. Surveys are another method of refining audience personas. Plug in a survey app in a Google form or add a link in your newsletter.

A solid understanding of your audience allows you to tailor your blog and social media content to their specific needs.

Creating a content strategy

A content strategy doesn’t have to be fixed; you’re allowed to adapt it as your audience evolves.

However, your objectives remain the same. Ultimately, the goal is to increase your customer conversation rate. Trust is what’s going to get you there. So, ask yourself what you want to achieve with your content. Do you want to inspire? Educate? 

Once again, measuring the success of your content depends on tracking performance. Use metrics like engagement rates, shares, and website traffic to gauge audience response.

Now comes the fun part: deciding on your formats. Very NB; know where your audience lives and leverage that information. For example, social marketing experts recommend short-form blog posts or videos for brand awareness. Tap into infographics for visibility and social sharing.

Always keep an eye on social media to jump on trending topics and seasonal wellness themes.

Source: Pexels

Crafting engaging content

Vocal Media explains that mastering language structure and techniques is key. 

Incorporate words that evoke ideas and emotions. Focus on the benefits, not merely the features. Your customer wants to be dazzled by the transformative outcomes.

Tell relatable stories that resonate with your audience. Think client success stories and testimonials. Repurpose that same content as a blog post, Instagram Reel, or TikTok video.

If they have a problem, you’ll solve it with your actionable tips and advice. An example is the use of gemstones in spiritual well-being. The blog topic could be: Elevate your style with Leibish’s top-notch sapphire gemstone jewelry. 

For centuries, royal blue sapphire jewelry has been linked to alchemy, magic, and healing. It stands to reason that wellness consumers find them alluring and include them in their personal style. Natural sapphires adorn engagement rings and serve as everyday wear.

Optimizing for visibility

Your content is meant to be seen. Research relevant keywords and build your ranking score by only citing information from reliable and trusted sources. 

Implement SEO best practices. Focus on keyword-rich titles, meta descriptions, alt tags, and internal/external links. 

Analyze your competitors and see what they’re up to. You can gain valuable knowledge by improving your topic selections and modifying them for your audience.

Prioritizing authenticity and brand voice

Never forget that content is your magic elixir. Besides meeting SEO standards, it must be engaging and entertaining. 

Above all, your brand voice should be part of your content DNA. Entrepreneur reports that deep fakes and misinformation are the biggest enemies that brands face. Machines can’t mimic personal perspectives, polarizing takes, and firsthand experience.

Be honest and sincere and share transparent stories about your business mission, process, or even setbacks. Everybody loves an underdog, so lean into that narrative, but only if it’s true.

And don’t forget that inclusivity isn’t a buzzword or a trend. Catering to a diverse and inclusive audience shows your empathy and humanity.

Conclusion

Content creation for wellness brands is not a one-and-done technique. Track content performance through analytics and adjust your strategy based on results and evolving trends.

The endgame is to earn consumer trust. Implement the above advice, stay true to your brand, and remember the “why” and not the “when”.

Read next: What is content marketing and how can it help your business grow?