If you’re a wellness brand, the future has never looked brighter. Just take a quick scroll through your social feeds. People love to #selfcare, #selflove, #selfreflect, #selfchallenge…the list goes on. The latest statistics reinforce this point:
- The dietary supplements market is expected to reach $200 billion by 2025;
- The U.S. fitness center and health club industry values at $33 billion; and
- Millennials are anticipated to spend $112,000 on fitness-related purchases over their lifetime.
Yes, the wellness business is experiencing a healthy boom.
But, here’s the problem. Many of these indicators emerged prior to the COVID-19 era that’s forced temporary closures and a plethora of new safety and sanitation guidelines. On top of these newfound obstacles, wellness brands have always faced weighty customer retention woes. In fact, more than half of people who start an exercise program end up dropping out, and most fitness studios lose roughly 40% of their members. Yikes.
All that said, does the wellness industry’s future really look so bright? While we don’t have a crystal ball, all signs point to “YES, but…” That’s because wellness brands must rethink their trial-based, short-term relationships with buyers who are quick to move on if they don’t experience immediate results. You need to sell them the long-term, positive changes and habits that only come with ongoing education and a supportive community. And that’s precisely where a content marketing strategy and program helps you kick retention efforts into high gear.
Components of a healthy content marketing strategy
Today’s wellness consumers are more aware and informed than ever of the benefits of good sleep, healthy diet, active lifestyle, quality skin care routines and so much more. Along with this increased awareness, however, comes the fact that brands must grab - and hold onto - their audiences’ attention in an extremely noisy marketplace.
Fortunately, wellness brands have an opportunity to carve out their rightful spot in the health and wellness content world. With a multifaceted content marketing program, you have the opportunity to build relationships and connections that extend beyond the walls of your studio or business. Here are some channels that can help you bring customers into your world - and keep them there.
Many wellness brands lean into their blogs as a foundational way to deliver compelling information and stories. For example, Jenny Craig delivers content at each stage of the weight loss journey - from diet and fitness tips and recipes to personal success stories - to help prospects and customers stay inspired and realize they’re not alone. The brand’s Healthy Habits blog utilizes a variety of formats and categories to appeal to both customers eager for a meaty piece and those who prefer to skim.
If you don’t have the time of resources for lengthy posts, you can create quick videos, infographics, photo galleries, etc., which are just as, if not more, impactful. Reimagine the traditional style blog and do what works for you.
Email remains the No. 1 channel that best connects with your audiences. As a health or wellness brand, a newsletter allows you to demonstrate your brand personality and build familiarity. It also keeps you top of mind, ensuring your customers think of you every time they need the products or services you offer.
Beyond awareness, your newsletter can give extra visibility to your latest blog content, news or promotions. Some topic ideas include:
- Educate and inform subscribers about a new wellness trend
- Recommend trusted brands that contribute to overall health. This may include skincare, nutrition, mindfulness, etc.
- Feature your trainers or other employees that customers interact with
- Encourage subscribers to follow your social channels and build a community
- Advertise events or promotions
- Give a behind-the-scenes tour of your studio or a sneak peek at a class
- Communicate changes to your schedule
- Highlight virtual or online programs
Remember, newsletter requires consistency, especially in the wellness space. Customers rely on your continuous support to live happier, healthier lives. A newsletter gives you the opportunity to give them an extra dose of motivation within their inboxes.
Social media & influencer curation
Behind many good health or wellness choices are great social media posts. Just think back to who or what has inspired some of your latest fitness, weight loss or self-care goals. We’re willing to bet many of them have stemmed from brands or influencers with motivational wellness content, imagery and videos.
As the future continues to get more social, wellness brands need to step up their posting game. Not only will your customers expect you to offer regular updates and posts, but people weighing a number of options may want to see if your social game is up to par before making a purchase decision. When they come across your pages, you want them to experience immediate FOMO (fear of missing out). The only want to get over it is by registering for your program.
Fitness pioneer and personal trainer Tracy Anderson commands more than 600k followers on Instagram because her content spans amazing photography (yes, she looks amazing), workout videos (or clips from her latest workouts), inspirational quotes, client testimonials and more. Her energy transcends off the screen, instantly making you want to sign up for her next virtual class or a private online session.
Another brand worth mentioning is Suja Organic Juices. Not only is their Instagram feed bright and colorful, but it goes beyond the standard pictures of their bottled juices or the ingredients that go into them. You’ll see curated customer photos depicting how the juices fit into everyday life, whether it’s at the pool, on a park bench or at home in the kitchen. After scrolling through their feed, I can see these juices perfectly fitting into my own lifestyle.
A healthy approach to content marketing
While each of the channels listed above - blog, email newsletter and social media - operate independently of each other, they work BEST together. You can certainly add other channels to your media mix like podcasts and IG TV, but we recommend focusing on these top three channels BEFORE jumping into a more time-intensive production. As you grow and build a more multifaceted content marketing program, you will have even more opportunity to inspire customers in various ways and places. When the competition is so fierce for their attention and dollars, you shouldn’t leave any stone unturned.
Are you ready to get your content marketing program off the ground? Our team can help you develop a content strategy, plus a starter kit of posts that makes your brand shine. Connect with our content experts today.
About the Author
Alex is the Content Manager at Muse. In this role, she develops editorial strategies brand stories and press pitches that fuel Muse clients’ marketing activities. Prior to Muse, she worked as a content marketer and strategist for nonprofits and large corporations, including University Hospitals, Flash Seats® and the Council of Smaller Enterprises (COSE). She earned her Master’s and undergraduate degrees from University of Dayton.
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