One in 20 searches in Google is about health-related information according to Google reports. This means that if there are 1 billion searches in Google every day, then there would be 200 million health-related and medical searches on the site every day. It cannot be denied that there is a mountain of demand for health and wellness information, but the question is, do the health and wellness content online have high quality? If you think that WebMD is already enough to meet the health and wellness demand then you are mistaken. There is still plenty of health and wellness content opportunity on the internet.
Finding Your Niche
Perhaps the first tip that should be followed by those who write good health and wellness content is to focus on your field of expertise. So, if you’re a dentist, don’t waste time writing about seasonal allergies because it is not what your audience expects you to write about. One good example of finding and sticking to a niche is MyFitnessPal. It is a popular calorie-counting as well as fitness-tracking app that dedicates its blog to sharing credible and trustworthy content that is very relevant to its readers. It provides articles about exercise written by athletes and personal trainers, nutritional recipes by legitimate dietitians as well as motivational success stories from users of the app.
Check Your Data
A good health and wellness content has both qualitative and quantitative data. For qualitative data, you can interview some of your patients and customers who align with your main buyer persona, and ask them about the challenges that they face as well as the kinds of topics that they research online frequently.
For quantitative data you can pull keyword reports as well as search engine search reports to find out the number of people that are searching for certain words and phrases. Ask yourself what keywords you are currently rank for and what you would prefer in the future. If you focus your content on these phrases, keywords and common questions, you are going to improve your search ranking and help customers as well as patients get the answers they want.
Make Sure You are on Top of Trends
People love trends, especially when talking about health and wellness topics. There is always good advice and a lot of it comes from people who have no professional training or medical education. Topics could be as harmless as curing acne using toothpaste to something as dangerous as avoiding vaccinations due to claims that have not been proven. Misinformation is pretty common in the world of medical content. Content marketing is very important and lets you set the record straight using figures, facts and your professional knowledge. We address the fads and it will not only just reduce the number of consumers who were misinformed. It will also help enrich the SEO value of your content.
Because of recent debates regarding mental illness, violence and gun control, a recent survey weighed in the facts from a leading expert. This information is going to address the misconception that people who suffered from mental illness are usually dangerous and violent.
Storytelling is commonly used in relation content. In the past, the importance of stories and how it can be inserted into marketing has always been discussed. This is because stories are among the best possible ways any organization is able to share information. When talking about health and wellness content, stories can have a huge impact on how readers are able to respond to your brand. A good example of the power of storytelling is Mayo Clinic. The blog of the organization, Sharing Mayo Clinic posts stories from the friends, family and patients of the staff. Through their stories, the hospital is able to connect people to their brand on an emotional level. The blog also shows the successes of the clinic which adds to their trust and credibility. Lastly, the blog evaluates people’s health issues and make them feel they are not alone in their experiences.