The Importance of Content When Marketing a Health and Wellness Brand
Personal health and wellness products and services are becoming more popular every year, and the industry is booming, expected to grow by almost 5.3% by 2025. From supplement companies to apparel brands, gyms, yoga studios, and more, brands of all sizes are seeking new ways to stand out, reach their ideal customers, and achieve their revenue goals. Along with paid digital ads, many brands in this industry have discovered the power of producing and publishing unique, high-quality content.
Content is a crucial component of virtually every successful digital marketing strategy. Along with paid marketing channels such as pay-per-click (PPC) campaigns, your site’s content can help your health and wellness brand in many ways. From connecting with customers to improving organic rankings, here are seven reasons you should emphasize content in your overall digital marketing efforts.
Informative On-Site and Off-Site Content Helps You Stand Out
The health and wellness market is growing, which means it’s becoming more challenging for brands to stand out. It’s also becoming more difficult for customers to make informed purchasing decisions, with so many choices. When products like protein powder or fitness bands from different brands become one and the same to consumers, it’s vital to look for ways to be of service to users during their decision-making process.
Differentiation is central to digital marketing for a health and wellness brand, and high-quality, relevant on-site content and off-site content can play crucial roles in that effort. Your on-site content on your landing pages and blog in addition to off-site content on social media and through external posts provide opportunities to reach and inform potential customers. By answering their questions and concerns and providing them with high-quality content, you can interact with them during different stages of their purchasing journey.
Your On-Site Content Builds Trust with Users and Google
Having the reputation of a trusted authority is essential in any industry, especially in health and wellness. People shopping for health and wellness products and services are shopping for results. Whether it’s a supplement, a workout program, or a mindfulness app, they’re seeking a tool they can trust will help them achieve their goals. Can they trust your brand?
You need to earn Google’s trust as well. The search engine categorizes certain websites as YMYL (Your Money or Your Life), which effectively impacts a majority of brands in the health and wellness space. YMYL sites sell products or provide information that impacts a user’s health, happiness, financial stability, or safety, which makes the stakes higher than other industries. If information is presented inaccurately, deceptively, or overly exaggerated, the content is not user-friendly and you may have trouble competing in search. This is why it’s crucial you strive to be as accurate and authoritative in your on-site content for both your users and Google.
On-Site SEO Content Can Boost Your Perceived Authority
Google emphasizes expertise, authority, and trustworthiness and quantifies these factors into its E-A-T Score. A page or a website’s overall E-A-T Score can affect how highly it ranks in search engine results pages (SERPs). Content, along with other factors, plays a crucial role in a site’s overall ranking and is worth the investment. Boosting a site’s E-A-T Score depends on the content you post on your blog and other informational pages.
Anything that demonstrates you are an expert in the industry and your content can be trusted should go on your blog. For example, a supplement company might post articles about boosting the immune system, the importance of micronutrients, or recommended vitamins at every age. These topics are directly related to their products but aren’t sales pitches or extended product descriptions.
They instead provide background information users might want to know. Remember, YMYL applies to many websites in this industry, so aim to be as accurate and clear as possible. Your on-site content should be engaging and of clear value, and as you build authority it will boost all of your search engine optimization (SEO) efforts.
Product Pages Can Inform Potential Customers
What is the micronutrient profile of your supplement? What are your brand’s testing standards? Will your cross-training shoes fit true to size, or should customers size up or down? These are all questions visitors have when shopping online. Why leave these answers to the shopper’s assumptions when you have the perfect opportunity to provide them yourself?
Along with being the digital home for your products and services, your website and other platforms offer a space to inform your visitors. Make your product pages as descriptive as possible, to help set customer expectations accurately. Additionally, when comparing your products with a competitor, your information could be the difference-maker while your competitor’s site might leave too many of their questions unanswered. Be sure to provide users with links to more in-depth blog content if they have more questions.
Great Off-Site Content Builds Awareness and Powers SEO
Along with reaching searchers in SERPs, great content is also shareable content, meaning it can spread far and wide organically. Whether you promote your SEO content on social media or readers organically share your authoritative pieces, content is a way to raise awareness about your brand. While PPC and paid ads on social media deliver results, organic awareness through content is cost-effective and can deliver sustainable results when done correctly.
In order to make the best use of external, or off-site, content, you also need a keyword strategy. Every time a piece of content is placed on another website, it should link back to yours. The power of building backlinks for SEO is a whole new conversation, but in essence, each link to your website from another is a “vote” that Google bots take into account when deciding where to display your site in search results.
A strong keyword strategy combined with an off-site content campaign can be one of the most powerful ways to rank higher in SERPs. Placing content on other websites takes time, expertise, and relationships. Creating keyword strategies in competitive industries requires deep SEO knowledge and executing a robust SEO campaign requires a team of dedicated professionals.
SEO campaigns help your website rank higher in SERPs, which enables you to generate more traffic, which can lead to conversions. While you can create a content and keyword strategy yourself, many brands, possibly even your competitors, partner with a wellness marketing agency to help with their overall SEO campaigns. The right agency can help you develop your keyword strategy and produce and place content for you.
Also read: Website Marketing Strategy: 7 Steps
Reach Your Audience at Every Stage of the Buying Journey
The benefit of publishing content yourself is you can control the messaging, which means you can also tailor your content to fit shoppers at every stage of the buying journey. For example, a highly-ranked article answering a common question can bring searchers to your website, where they’ll learn more about the answer to their question. While they’re there, they might click to see what other information you have to offer, becoming more familiar with your brand, products, and services. You can also create content for searchers at a later stage in the buying journey. This content would be intended to persuade visitors to choose your products or services over a competitor.
The possibilities are endless, and the more relevant, compelling content you have on your site, the longer visitors will stay on your site, which is always a good thing. As you develop your content strategy and begin publishing it, consider who you are trying to reach, where they are in the buying journey, and how you can relate your message to them.
Helpful, Useful Content Builds Brand Loyalty
Once someone finds a supplement or other wellness product they enjoy, they need to be convinced to switch. In fact, one study found that 57% of consumers spend more on brands they’re loyal to. This is why health and wellness brands must emphasize building loyalty. Frequently generating trustworthy, relevant content can help you build brand loyalty.
When your website is full of helpful, high-quality content, soon it will become more than just an online store. It will be your customers’ top source for information about healthy recipes, workout routines, or whatever is relevant to your products and services. This can keep your customers coming back, with every visit being a new purchase opportunity.
Whether you sell apparel made for bodybuilders or a nutritional supplement, working with a dedicated health and wellness marketing agency can help you save time, boost your ROI, and generate real results. Many brand owners don’t have the time or resources to produce original content on a consistent basis. However, the best health and wellness SEO agencies offer a team of dedicated writers that can help produce content in your brand voice with your target audience in mind.