If you’re a health or 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:

Yes, the wellness business continues to experience a healthy boom.

But, there's a problem. Wellness brands face 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.

Through research for our Functional Medicine Patient Mindset Report, we’ve discovered that connection drives patient lifetime value. Wellness brands can accomplish this and more with the impactful insights found inside our free report.

Time and again, we’ve found that you need to sell prospective customers or patients on long-term, positive outcomes. As well as the habits that only come with ongoing education and a supportive community. 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. As the first true digital natives, Gen Z is especially tuned in to health and wellness trends and are more likely to crowdsource information from friends, both in person and online.

Along with this increased awareness, however, comes the fact that brands must grab - and hold onto - their audiences’ attention in an extremely noisy marketplace. Platforms like TikTok and Instagram are crowded with ads, paid partnerships and brand accounts.

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.

Blogging

This medium and is tried and true and trusted for a reason, even with fast-growing platforms entering the content mix. 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 or 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.

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Email newsletter

Email remains one of the most effective and profitable channels to connect with your audiences. As a health or wellness brand, a newsletter allows you to demonstrate your brand personality and build familiarity. In our Functional Medicine Patient Perception Report, you’ll uncover (and learn how to leverage) the strong link between brand authority and patient trust.

Newsletters also keep you top of mind and ensure 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.

(Tip: As you evaluate your newsletter strategy, subscribe to brands like Peloton, Outdoor Voices and more to see how they use their newsletter to drive ongoing engagement).

Social media & influencer status

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 thanks to platforms like TikTok, Instagram and YouTube, wellness brands need to step up their game. Not only will your customers expect you to offer regular updates and posts, but they may use your regularity to determine if they commit to your products or services.

When they come across your pages, you want them to experience immediate FOMO (fear of missing out); The only way to get over it is to register for your program or engage your services.

Offering free content and advice helps wellness brands win over consumers' hearts and minds. Consider sharing content like

  • Recipes
  • Cooking tutorials
  • Workout routines
  • Meal planning guides

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 and makes 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, users can see these juices perfectly fitting into their own lifestyles.

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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. We recommend focusing on the top three channels outlined above BEFORE jumping into a more time-intensive production like a podcast. As you grow and build a 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.

For research-fueled wellness marketing tactics and inspiration, download our free Functional Medicine Patient Perception Report.

About the Author

Megan Factor is a Content Manager at Muse and a passionate creator, both professionally and personally. She developed her content marketing skills working in a wide range of industries and pulls inspiration from her diverse experiences. Her keen eye for design, penchant for writing, and love of good storytelling work together to create meaningful content that provides value to clients.

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