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Archive for the tag “Blogging for business”

Health blogging: 6 ways to develop content

6 ways to come up with health content

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:

  • Nutritionists/dietitians
  • 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:

  1. 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.
  1. 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.
  1. 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.
  1. 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.
  1. 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.
  1. 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

Blogging for business: 4 things to consider

blog2Blogging — it’s become the new catch-cry of the business world.

But what is the purpose of a blog? And does your business need one?

Most experts in social media recommend blogging as a way to build your business. Some of the most valuable outcomes of blogs include:

  • driving traffic to your website
  • helping convert traffic into leads, which then turn into sales
  • increasing your subscription lists (also known as leads….)
  • building your brand and increasing brand awareness
  • establishing your business as an authority in your industry
  • building a loyal community of followers (which are also leads…)
  • providing a ‘human face’ to your business along with letting people know what your business is really about
  • creating content you can share on your social media sites.

Looking at the above, there is no doubt that blogging is an excellent tool to use in your business.

Blogging for business

However, before you get swept up in the blog-hype, there are a four key things to consider:

  1. Will a blog help your business, or will it become a distraction?
    Many businesses are successful without blogs. I know a few actually. I have discussed the topic of blogging with one of the owners and her response was along the following lines: “I am so busy already and writing a blog will only take me away from my core business. What would be the purpose if it’s only going to be ‘another thing’ I have to fit in?”

    Take home point: If you are already successful, have positioned yourself well in the market and have other marketing strategies working for you, then perhaps a blog is not your priority right now. Or you need to outsource it.

  2. How big do you want your business to grow?
    What are your business goals? Not every business owner wants to become a multi-national company, but most business owners want to be successful. Blogging can help position your business for success. However, lack of a blog does not necessarily mean you will fail.

    Take home point: Business blogs can be a unique tool to position your business for further success, but they are not the only indicator of success.

  3. What do you aim to do with your blog?
    Many business owners decide they need a blog because ‘everybody else has one’. Unfortunately, this is not a good enough reason to develop one. You should be clear about the purpose of your blog and who your readers are otherwise you run the risk of confusing your potential customers.

    Take home point: Know why you are blogging and who your target audience is.

  1. Will you do your blog justice?
    Many people get excited about starting a blog. However, like shiny, new toys the novelty can wear off and before you know it, your blog is now gathering dust in the virtual graveyard with thousands of other blogs. Where does that leave your business? Will you have ‘egg on your face’ for not following through on your (unsaid) promise to deliver?Of course, you also need to consider your ability to write. Everyone has things to say. Everyone has great ideas. However, if you cannot convey these in an easy-to-understand manner (free from spelling and grammatical errors), then you can be doing more harm than good. Many potential customers can assume that poor writing equals poor product or service.

    Take home point: If you decide to create a blog, carefully consider whether you are the right person to take this job on, or if you would be better off to outsource your blog entries.

Blogging — It’s a great tool to use to continue to grow your business. However, like any tool, you need to know how to use it, in order to get the most out of it.

Want to start a blog but not sure you have the time or expertise? We would love to help. Simply contact us and we will be in touch.

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