Health and wellness is a boom industry. In fact, Euromonitor International predicts the industry will continue to grow and become a trillion dollar industry by 2017. [i]
Along with this boom, we have seen an explosion in the number of health and wellness websites and blogs over the past couple of years. And if global predictions are accurate, the number of these will continue to grow over the next few years.
If you work in the health and wellness sector, you may have a blog. (If you don’t but are wondering if you should, take a look at our previous post Blogging for business: 4 things to consider).
However, having a blog and writing it regularly are two different things. After all, how do you know what to write about?
How to generate health content
Because the health and wellness sector is such a big business, it should be relatively easy to come up with content. Right? The first step however, is to know what the purpose of your content is. Do you aim to:
- show case your knowledge as an expert?
- sell your services?
- recruit new clients?
- offer value-added service to your existing clients?
What you aim to do will influence your content.
Planning health content
Your blog should reflect an aspect of your business. There are many industries within the health and wellness sector. For example:
- Alternative therapies (e.g. aromatherapy, herbal medicine)
- Personal training
- Weight loss
- Beauty therapy
- Manipulative therapies (e.g. physio, chiropractors, osteopaths, massage therapists)
- Sports coaches and specialists (e.g. running coaches, sports psychologists).
When planning blog content, you should always try to relate it back to your core business.
6 ways to develop content
So you know what you want to achieve with your blog, and the area you are going to focus on. But where do you get your ideas from?
Here are our top tips:
- Health awareness days/weeks/months — With so many health awareness days, weeks and months on the calendar, there is bound to be something you can link in with. For example, Heart Week provides an opportunity to write a blog with a number of different approaches — eating for a healthy heart, how to recognise a heart attack, exercise to improve your heart, etc.
- Latest research — Researchers all over the world are making new discoveries relating to health all the time. A quick google search will yield links to news reports. Simply use the information (citing the original reference if possible to build your credibility as a writer), and make it relevant to your audience.
- Latest statistics — Health organisations often release new statistics on a regular basis. For example, new obesity statistics offer a platform to discuss issues surrounding sedentary lifestyles, taking up a new sport, mindful eating, avoiding fad diets, etc.
- Use the experts — Draw upon content from other professional organisations. For example, if you are a physiotherapist, you may wish to utilise graphics illustrating posture, developed by the Australian Physiotherapy Association, and write an article about correct posture in the workplace. You may also wish to interview an expert on a particular topic that is related to your field.
- Link it to current events/news stories — Newspapers, online magazines and even Facebook are full of stories of people who are battling conditions such as cancer, motor neurone disease, diabetes, etc. Use these stories as a platform to discuss a topic related to this story, and once again, relate it back to your business.
- Write about how you help people — This is not a ‘direct plug’ for business, but rather a value-adding service. For example, if you are a personal trainer, you can write about how you have turned someone’s life around and include pictures and even an interview with one of your clients. Similarly, a beautician may write about how they helped someone overcome chronic acne.
Successful blogging involves providing useful information your target audience can relate to, and providing it consistently.
If you would like help planning and writing your health and wellness blogs, contact us. We would love to work with you.
And keep your eye out for our next blog post, which will show you the best websites to use when researching for your health writing.
Until next time.
[i] Euromonitor International, Health and Wellness the Trillion Dollar Industry in 2017: Key Research Highlights, published 29 November 2012; accessed 28 July 2015, http://blog.euromonitor.com/2012/11/health-and-wellness-the-trillion-dollar-industry-in-2017-key-research-highlights.html