Ce diaporama a bien été signalé.
Le téléchargement de votre SlideShare est en cours. ×

Content tips for health and wellness brands

Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Publicité
Prochain SlideShare
Brand Plan template
Brand Plan template
Chargement dans…3
×

Consultez-les par la suite

1 sur 24 Publicité

Content tips for health and wellness brands

Télécharger pour lire hors ligne

The health and wellness industry is booming—and so is content marketing. Discover the latest developments in the health and wellness industry, key content challenges for health and wellness brands, and quick steps for mapping your customer's journey. Created by Em Writes, a content agency specializing in custom content and strategy for health, wellness and tech trailblazers. Learn more at em-writes.com.

The health and wellness industry is booming—and so is content marketing. Discover the latest developments in the health and wellness industry, key content challenges for health and wellness brands, and quick steps for mapping your customer's journey. Created by Em Writes, a content agency specializing in custom content and strategy for health, wellness and tech trailblazers. Learn more at em-writes.com.

Publicité
Publicité

Plus De Contenu Connexe

Diaporamas pour vous (20)

Similaire à Content tips for health and wellness brands (20)

Publicité

Plus récents (20)

Content tips for health and wellness brands

  1. 1. HOW TO CREATE CONTENT THAT BOOSTS CUSTOMER EXPERIENCE & BRAND LOYALTY AT EVERY STAGE OF YOUR BRAND JOURNEY
  2. 2. THE GLOBAL HEALTH AND WELLNESS INDUSTRY IS A $3.72 TRILLION MARKET. IT GREW BY MORE THAN 10% BETWEEN 2013 AND 2015— AND THIS TREND IS ONLY EXPECTED TO CONTINUE. SOURCE: GLOBAL WELLNESS INSTITUTE 2
  3. 3. BUT WHAT IS “WELLNESS,” ANYWAY? The term is often defined as "attitudes and activities that promote a proactive attitude toward health (preventing disease, improving health, enhancing quality of life and improving overall well-being)." 3
  4. 4. BUT WHAT IS “WELLNESS,” ANYWAY? Sources: Global Wellness Institute and the World Health Organization Health and wellness companies fall into 10 key sectors (all growing, just like the industry overall): Beauty & Anti-Aging ($999 billion) Healthy Eating, Nutrition & Weight Loss ($648 billion) Wellness Tourism ($563 billion — representing a 14% growth between 2013 and 2015) Fitness & Mind-Body ($542 billion) Preventive & Personalized Medicine and Public Health ($534 billion) Complementary & Alternative Medicine ($199 billion) Wellness Lifestyle Real Estate ($119 billion — one of the fastest- growing wellness sectors, at 19% between 2013 and 2015) Spa Industry ($99 billion) Thermal/Mineral Springs ($51 billion) Workplace Wellness ($43 billion — representing a 6.4% growth between 2013 and 2015) 4
  5. 5. A DELOITTE STUDY SHOWED THAT 47% OF CONSUMERS DESCRIBE THEMSELVES AS “HEALTH CONSCIOUS.” IT ALSO HIGHLIGHTED HEALTH, WELLNESS AND RESPONSIBILITYAS KEY TO THE FUTURE OF BRAND LOYALTY. WITH MORE CUSTOMERS THAN EVER LOOKING FOR WELLNESS SOLUTIONS, MARKETERS HAVE A UNIQUE OPPORTUNITY TO GET AHEAD IN THIS GROWING GLOBAL MARKET. BUT HOW DO YOU DO IT? SOURCE: DELOITTE UNIVERSITY 6
  6. 6. ACCORDING TO A GARTNER STUDY, 89% OF MARKETERS SAY CUSTOMER EXPERIENCE (NOT PRODUCT) IS THEIR KEY DIFFERENTIATOR. WHY? BECAUSE CUSTOMER EXPERIENCE DRIVES BRAND LOYALTY, ENGAGEMENT AND SALES. 7
  7. 7. MARKETERS ACROSS INDUSTRIES ARE APPLYING CONTENT BEST PRACTICES TO DIFFERENTIATE THEIR CUSTOMER EXPERIENCE. ARE YOU? IF YOU ANSWERED “NO,” THEN IT’S TIME TO DISCOVER THE POWER OF CONTENT. 8
  8. 8. AS A HEALTH AND WELLNESS BRAND, YOU OFFER A SOLUTION THAT CUTS TO THE CORE OF THE MOST BASIC HUMAN DESIRE: TO BE HEALTHY AND HAPPY. YET STUDIES SHOW THAT WELLNESS BRANDS ARE FAILING TO COMMUNICATE THIS VALUE IN A WAY THAT DRIVES A LONG-TERM RELATIONSHIP WITH CUSTOMERS. ARE YOU MAKING THESE COMMON CONTENT MISTAKES? 9
  9. 9. We don’t have to tell you that every person has a unique, and very personal, relationship with their health. Rather than fitting your audience into one definition of “good health,” which can quickly come off as “preachy,” offer various solutions that can meet people where they’re at today. Be inspirational and conversational so that you engage your audience and make them feel supported and understood. And above all else, be wary of health stereotypes, which can alienate a huge audience base. 10 PREACHING VS. CONVERSING
  10. 10. Far too often, health and wellness marketers define health as a number on a scale. Or, they forget to define health and wellness at all—leaving their audience without a clear goal. To help your customers understand what they can achieve, take a page from Simon Sinek’s book and start with the why: Why does health and wellness enhance our life? What does it look and feel like, and how can we tell when we’ve achieved it? 11 FORGETTING TO DEFINE, OR MIS-DEFINING “WELLNESS”
  11. 11. MISSING THE BOAT ON LONG-TERM EDUCATION It’s easy to think of marketing as driving toward conversion and conversion alone. However, when brands take this limited approach, they miss out on one of the most powerful marketing goals of all: long-term engagement. Today’s marketing landscape is built upon customer experience—how a customer interacts with your brand along every step of their journey, from brand discovery through brand loyalty and evangelism. This journey is an ideal opportunity for your brand to build a long-term relationship through content that informs, educates and engages your base at different stages of their transformation. Wellbeing is a process. With the right content strategy, more customers will choose your brand as their guide on that journey. 12
  12. 12. PUSHING TRANSFORMATION, NOT LITTLE STEPS Inspiration and aspiration are crucial to your wellbeing brand’s messaging. However, it’s important to balance that transformative element with smaller steps. The words “transformation,” “weight loss” or “new mindset” might be intimidating for many. As you map out your customer’s wellness journey and how your brand fits into it, think about ways to identify “daily wins”—small victories that keep your customers motivated, inspired and moving toward that full transformation. 13
  13. 13. 14 NOW THAT YOU KNOW WHAT NOT TO DO, HERE’S A QUICK GUIDE TO KNOWING WHAT TO DO WHEN YOU CREATE MARKETING CONTENT FOR YOUR WELLNESS BRAND. FIVE STEPS TO DEVELOPING A WINNING CONTENT STRATEGY:
  14. 14. 15 DEFINE YOUR AUDIENCE(S) MAP THE CUSTOMER JOURNEY DEVELOP CONTENT FOR KEY STAGES PROMOTE AND SHARE YOUR CONTENT MEASURE, MEASURE, MEASURE DEFINE YOUR BRAND MISSION
  15. 15. DEFINE YOUR AUDIENCE(S) 17 § Today’s marketing landscape is more customer centric than ever before. As such, the customer should be the starting point for every piece of content you create. § Begin by defining your key customer personas. What are the main types of people who buy from your brand? What are their interests and lifestyles? How do they find you? And most importantly, what challenges do you help them overcome? § 3-5 customer personas is a good starting point for many brands.
  16. 16. DEFINE YOUR MISSION 18 § Your brand mission statement should be reflected in everything you do. Key questions to ask yourself: Who are you? § What product or service do you provide, and why is that of value to each of your customer personas? What is your key differentiator or “special sauce”? § Want a handy guide on developing a mission statement? Check out em-writes.com
  17. 17. MAP YOUR CUSTOMER’S JOURNEY WITH YOUR BRAND 19 § You’ve defined your customers and your brand. Now, it’s time to map out the stages of your customer journey for each customer persona. This may seem like a tedious process, but it is crucial to determining that you create the right type of content to guide your customers toward conversion and brand loyalty. § Your customer journey map should answer the question, “What does this customer want to do?” § Start with one of the customer segments you outlined in Step 1. Break down the decisions that get them from the start of their journey to what they want to accomplish with your brand.
  18. 18. CUSTOMER JOURNEY SAMPLE STEPS: BUSY MOM 20 § She wakes up feeling tired and in need of a boost—yet simultaneously short on time § Drops the kids off at school § Does a quick search online for "healthy drinks for boosting energy" § Decides that juice is the right solution § Finds the best, nearest juice shop on Yelp! § Goes to the shop § Selects a juice § Pays for the juice § Drinks the juice § Goes on to the next task in her busy day a bit more energized than usual
  19. 19. CREATE CONTENT FOR THE KEY STAGES OF THE CUSTOMER JOURNEY 21 § Once you’ve outlined the customer journey for each customer persona, it’s time to identify content for each step. § Here’s an easy place to start: think about what information the customer needs for each step, and develop content that delivers it. § If the busy mom needs to know what type of juices you offer and which is best for her (Step 4 above), then outline this in a blog post or quick one-page guide.
  20. 20. CREATE CONTENT FOR THE KEY STAGES OF THE CUSTOMER JOURNEY 22 § In the early stages of the customer journey, it’s also helpful to think about the key objections or challenges that the customer must overcome to get to the next step. § Is that busy mom unsure that juice will give her the boost she needs? Is she considering other options such as coffee or an energy drink? § If so, your strategy should include content that educates the customer on how juice can provide a quick, healthy energy boost compared to other common alternatives.
  21. 21. PROMOTE AND SHARE THIS PERSONALIZED CONTENT 23 § Once you’ve outlined key content messages for each stage in the journey, it’s time to develop a strategy for sharing the content at the right time. § Once again, we start with our customer persona. What channel is that busy mom most likely to use? Where will she search for juice bars (Google, Yelp, elsewhere), and at what point will she first visit your website? Once she’s made it to the store, what banners, menus or materials are needed to ensure she feels confident about her purchasing decision? And once she’s happy with her purchase, how will she let her family and friends know?
  22. 22. ASKING THE RIGHT QUESTIONS 24 The example provided has a brick and mortar retail application. However, for online-only brands, the thought process is much the same. Understanding how and when to share your content all comes back to these key questions: Who is your customer, and what channels is he/she most likely to use to find a solution to a health/wellness challenge? Say you’re selling a product online only. Ask yourself these questions: § What and where would my customer search to find solutions to his/her challenge? (Health/wellness influencer recommendations, social media, Google search, health/wellness media, etc) § Once they find my brand, what channels will be key to nurturing them through the journey toward conversion? (i.e., email marketing, re-targeted social media ads) § How will they share their appreciation for my brand once they complete their purchase process? Once you’ve outlined the key channels for each persona, you can begin to build your sales funnel so that you provide personalized content at key points in the customer journey—the holy grail of modern marketing.
  23. 23. MEASURE, MEASURE, MEASURE 25 § What gets measured gets done—and optimized. By implementing key marketing technology, you can track the success of your content campaign across tactics and pin down an accurate ROI for your content efforts.
  24. 24. DISCOVER MORE CONTENT STRATEGIES FOR WELLNESS BRANDS AT 26 EM-WRITES.COM Em Writes LLC em-writes.com hello@em-writes.com 443.617.4378

×