Content Creation Tips for Health & Wellness Professionals
Health and wellness professionals shouldn’t ignore content creation. You offer a unique service (or product) that helps people not only live better, but feel better on a daily basis.
But sometimes your audience may not know just how much they need you. So many people (especially women!) put off taking care of themselves for one reason or another, or they don’t realize that people like you are out there who can help you achieve their health goals. Your blog can be a place of education, inspiration, and information for people whose lives you can positively impact with your work.
You know this, but maybe you don’t have time to churn out great blog posts on the regular. Or you want to, but don’t know where to start. Or you have been, and you’re not seeing the results you want.
Blog content has the potential for a high return if created carefully and intentionally. It’s important to have clear goals and to write in a way that sets you apart from everyone else. Let’s dive into a few ways you can do that here.
Determine your primary goal(s) for your health and wellness blog content creation.
At the outset, you need to identify your overarching goal(s) for your blog. Do you want to use your blog to boost SEO and drive traffic to your site? To provide resources for people who may not be in a position to work with you yet? To educate your audience on the need for your product/service? A little of each of these?
You also need to have a clear goal for EACH post. For example, in this post, I’m speaking directly to health and wellness professionals. I’m implementing SEO best practices but it’s not my main focus with this post. I want to provide this audience with solid content strategies they can implement in their own businesses.
Having a clear goal will help you have something to focus on in the long term, and a measurable standard by which to gauge your success. But it will also help you come up with high-quality content topics each time you want to write a post or when you’re creating a content calendar.
Create an overarching content strategy.
Once you’ve established your goals, you’ll want to craft an overarching content strategy. This is creating a framework for your blog posts, and a schedule for creation, posting, and promotion. This strategy gives meaning and a mission to your content — and helps you avoid asking yourself “what do I write about today?” and realizing after weeks and weeks you still haven’t posted anything on your blog.
A great content strategy contains posts that speak to buyers at each stage of the buyer’s journey. So you don’t just want to write posts that are tailored to people in your audience who know they have a problem and are looking to solve it.
You want to include posts that speak to people who:
- don’t know they have a problem,
- who know they have a problem and are educating themselves on it, and
- those who are actively looking for solutions.
Thinking of the situation from a problem/solution standpoint — your potential buyer has a problem, and you have the solution — can help you craft content that appeals to people at each stage of the buyer’s journey.
Don’t be like everyone else.
It’s helpful to look at people in your field who are creating content to see what you can learn. But be careful not to compare yourself, and don’t do exactly what they’re doing. You have a unique skill set to offer your audience, backed by a unique perspective and set of experiences. Your passion is different than anyone else’s and you provide something no one else does — it’s time to lean into that, own it, and craft your content around it.
So make your content your own. Craft content that looks at your field from a perspective no one else is writing about, or address what no one else is talking about. That’s not to say that you want to be so off-the-wall that you’re writing about topics your audience isn’t looking to read about. But there are a LOT of blog posts out there — getting creative will help your content stand out.
Give your niche real value that will serve them well.
If you were your ideal client, would you find your posts helpful? If not, you might as well not even write it.
Your audience knows that content is filler and what content has the potential to really help move them forward. If you’re a dietitian, write high-value content that will educate your audience about their bodies and help them realize the value of your service. If you’re a trainer, provide workouts readers can do at home so they can start somewhere and see the value in having a supportive presence in their exercise routines.
Don’t be afraid that you’re “giving away” too much when you’re providing value in a blog post. You can provide information that is radically valuable without rendering your product or service null and void. In fact, I find that the businesses I am inclined to buy from seem to not hold back when offering valuable content in their blogs.
For example, Hubspot: their blog has literally everything you need to know about marketing, and it’s all free. This gives credibility to Hubspot as a company, and makes me more likely to utilize their paid services because of the trust their free content has helped to build.
Follow best practices for health and wellness content creation to improve SEO and readability.
This goes whether you’re a health and wellness pro or if you’re writing in any other field. You want to follow basic best practices for creating content to improve search engine optimization and readability. This could be its own post (see my Instagram post here for specific SEO tips!) but in general:
- include a few common keywords that your audience might search when looking for the topic your post addresses.
- Include them in headers, throughout the content, and especially in the first few sentences — but don’t get excessive with this to the point that it’s distracting.
- As always, avoid huge blocks of text and instead break things up with bullet points, short paragraphs written in a conversational style.
- You can break the page up with images or, better yet, with an infographic, which you can make for free on Canva.
Blog Content is Essential for Health and Wellness Professionals
I’ve heard a lot of people talk about how blogs are overrated or a thing of the past, and how they’re quickly being replaced by Facebook/Instagram Live and video. I see the argument, but blogs still play an important role. They aren’t as quickly and easily digested as video, but when someone does a Google search, they’re finding what they need through blog posts, in part.
And what’s more, this is the ideal place to provide long-lasting value to your clients as they move through the buyer’s journey. Blog content doesn’t have to be confusing or overwhelming. Focus on your goals and on serving your people — the rest will fall into place.