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4 Types of Content Your Wellness Brand Can Benefit From

wellness brand making video content

This is a guest post for the Aventive Studio blog written by Eleanor Hecks.


 

Many creators are posting content on the internet these days, which can be problematic in driving awareness for your brand because there is a lot of competition. However, the proper marketing strategy can benefit your wellness brand in many ways.

 

By using more suitable types of content, you can drive engagement and build trust with your customers.

1. Use Storytelling to Drive Engagement

One of the best ways to drive engagement with your audience is to inspire them with stories. People tend to be curious about others’ experiences with their health and well-being and how they overcame their issues.

 

Sharing stories about other people’s experiences provides meaningful insights. Plus, it allows your customers to seek comfort in the problems they share.

 

Lani Peterson from Harvard Business Publishing Corporate Learning says, “Storytelling has the power to engage, influence, teach and inspire listeners. That’s why we argue for organizations to build a storytelling culture and place storytelling at the heart of their learning programs. There’s an art to telling a good story, and we all know a good story when we hear one. But there’s also a science behind the art of storytelling.”

 

When wellness brands create customer-centric stories, they build trust, deepen engagement, and strengthen brand loyalty.

 

People can connect with brands emotionally. If you tell a story, you drive that emotional connection. As a result, your wellness brand will most likely create a loyal fan base and increase its sales.

skin care jar branding

2. Be Resourceful to Cater to Your Audience

To be a successful wellness brand with content marketing, you need to go above and beyond. Blogging is a great way to boost your initiatives. However, if this is your only use of investment, you need to think more vastly.

 

When it comes to your customers, you need to examine how they consume your content and why. Are they avid readers? Perhaps they prefer to watch videos. Other customers would rather listen to podcasts while they go about their day.

 

Once you gather this information, your business can specifically cater to various target audience groups with content they enjoy. While this may take extra work on your part, your brand will become more resourceful in several ways.

 

Diversifying your content can help you achieve success in your content marketing strategies. Take the first step in creating a healthy mix of content with:

  • Webinars
  • Live Streams
  • Videos
  • Infographics
  • White papers
  • Case studies

 

When you create all types of content, you expand your brand by reaching a broader target audience. Additionally, the more content you produce, the more people will share it and talk about your brand.

3. Create Videos to Build a Connection

Video marketing is a form of rich media featuring dynamic elements that encourage viewers to engage with your content. It’s one of the fastest ways of gaining popularity. From TikTok videos to Instagram reels, you can use these forms of content to further connect with your audience.

 

Research at Wyzowl shows that 69% of people prefer to watch a video to learn more about a product or service. Also, 86% of video marketers say video increases traffic to their websites.

 

The latest trends in video content include YouTube, live, explainer, and virtual reality videos. Consumers look for the easiest way to digest content on their smartphones, so videos may be the most obvious approach to take.

 

Many health and wellness brands find that video is ideal for establishing an emotional connection with their audiences. Effective content and a compelling narrative can help you draw various emotions from your customers.

 

The best types of content you can create will tell customers’ stories and present case studies. These give your audience a great way to understand others’ experiences, establishing authenticity for your wellness brand.

woman recording a skincare video

4. Use Podcasting to Provide Helpful Advice

Many people prefer to use their mobile devices to consume content. According to Pew Research Center, 85% of Americans own a smartphone, and 15% of them only access the internet this way.

 

With these types of facts on hand, more wellness brands are taking advantage by delivering mobile-friendly content like podcasts. These are the most accessible types of content to obtain through mobile devices. People can grab their phone, use it while they’re on the go, and listen to their favorite shows.

 

Wellness brands can uniquely position themselves by providing helpful advice to listeners. Health topics are something people are taking a significant interest in, including some of these latest trends:

  • Post-workout wellness
  • Feminine and fertility care
  • Home fitness
  • Meditation and mindfulness
  • Plant-based foods
  • Personalized nutrition

 

Your listeners will find value in your expertise and practice, which gives you an opportunity for growth. Consider publishing your podcast on Apple or Spotify to expose your content, and your audience can listen in for free. Creating podcasts on these platforms will drive brand awareness, increase engagement, and curate consistent demand for your wellness brand.

 

Podcasts are also a great way to introduce your presence and show off a personality to your listeners. There’s no better way than podcasting to connect with the human behind the brand.

 

Developing Content for Your Wellness Brand

Creating content for your wellness brand takes consistent effort. Remember, there is no single-fit strategy for your company’s content. It all depends on the services or products you provide and what your audience prefers. However, using these four types of content will give you a good start and take you to the next level.

 

About the Author

eleanor hecks headshot

Eleanor Hecks is the editor-in-chief at Designerly Magazine. She was the director at a marketing agency prior to becoming a freelance web designer. Eleanor lives in Philly with her husband and dog, Bear.

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