HEALTH AND WELLNESS WRITING
Introducing Health & Wellness Writing
The Health Landscape in 2018
When I put content and science in comparison to each other, I mean just that: in comparison. They work alongside each other, without one superseding the other. Let’s frame this statement by setting the stage for what people think of when they talk health in 2018.
A Desire for Autonomy: People trust their doctors on an individual level, but not the healthcare system overall. This was the root of the natural products revolution, which has exploded in the last 10 years. Expo West, the largest trade show in the industry, recently took place earlier this month, with a grand total of 85,000 attendees, the biggest yet. What does this mean for the content landscape? Well, there are more individuals out there looking for information for their health, as well as a large set of new businesses that need written content.
Health Through Food: It’s become more evident that we are what we eat, so to speak. Part of the natural products revolution came with more demand for transparency from food makers, both in terms of organic products and other categories like gluten-free, ethically sourced, etc. This means that the health industry is spilling over into the food industry. You can see similar trends in other industries as well, like the prevalence of yoga and sports nutrition to non-athletes.
A Growing Elderly Population: Other trends may ebb and flow as knowledge and other factors change, but chances are that this isn’t going anywhere. Stats show that the amount of people over 65 in the U.S. will over double in the coming decades, from 46 million today to over 98 million by 2060. The 2016 Canadian census showed that seniors outnumbered children for the first time. Stay tuned to this blog in the coming weeks—we’re going to be talking about this a lot.
How Does Content Help the Health Industry?
This is all well and good, but you may be curious how content plays into this. Well, if a tree falls in the forest, does it make a sound? The major core of the health trends here are people being more active about pursuing information relevant to their health. However, this information does little good if you need to be a doctor or dietitian to get it.
Let’s illustrate this going by going outside of health, to another niche with similar concerns. As CEO of TGEInk, A.Tana Kantor covers green energy, technology advances, and progressive finance topics for a business audience. To convert traditional businesspeople into forward-thinking evangelists, she has to do a lot of breaking down complex topics. Here’s how she makes it happen:
“We always focus on why anyone should care about this story, product, service. We then tell the whole story, however long it takes, making that story compelling through editing, design and graphics. We then tailor that story for the medium in which it appears, the audience of that medium, and the attention span of that audience.”
Depending on what facet of the health industry you are in, a lot of this may hold true. Whether you’re a doctor filling out a blog on their website, a supplement company writing email copy for customers, or selling medical equipment to hospitals, written content is an essential part of communications. 9 times out of 10, you need to explain a concept as well as what sets your product or service above the alternatives for that concept. This also applies internally as well. If you run any sort of medical-centered, business, you need a plan to communicate for potential investors. What is the medium for you to do this? Writing, of course. This is the real core of health & wellness writing: explaining health concepts for the betterment of your business.
Of course, this is easier said than done. There’s a reason the greatest scientists and experts in their fields don’t make the best teachers—communication is hard! This same issue carries over to the written word.
This is where a good health writing service can make the difference. However, this is only the first step. Many of the central principles of a good health business—any healthy business—can only be espoused through writing. If you need written content to communicate your health services or products to the world, make sure you have skilled professionals in your corner.
Let Article-Writing.co do the work for you
We are an experienced company with a writing team that has been the antithesis of each of these mistakes.
It isn’t easy to find talented, reliable writers that do extensive research and provide the best content, but by avoiding the mistakes above, we’ve done it!
Outsource your blog writing needs to us and you’ll get access to our skilled team of writers and editors, all without you having to go through the rigorous hiring process.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.