Table of Contents
- Do I even need a wellness blog?
- Yes, there ARE proven benefits
- Content marketing is totally worth it
- Let’s start with increasing traffic and visibility
- How about we compare small businesses with blogs vs. those without blogs
- Let’s compare content marketing and paid search
- What about content marketing vs. outbound marketing (ads)?
- Guess what people are inspired to do after they read content about a product?
- Many experts in the wellness industry agree that content is the way to go in 2017-18 and beyond.
- Finally, my most favourite stat, about becoming a thought leader…
- In other words:
- My personal advice about blogging
- Over to you
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Do I even need a wellness blog?
NOTE FROM LEESA: I started this blog post kinda placating you to get motivated to take a teeny step toward wellness blog success. As I was writing it, I realized that you’re not going to be successful with a “trust me, I’m right”, or “there are no rules, so do what you want and you’ll make it ’cause I believe in you” kinda patronizing “pie in the sky” BS. #sorrynotsorry Read on if you want the cold-hard truth (i.e. facts and numbers) about why you actually do need a wellness blog… XO Leesa <3
You may feel pressure to launch and maintain a wellness blog (or vlog or publish podcast episodes). I mean, how important is your blog anyway?
You’ve heard it before, and you’ll hear it again. The wellness industry is now over $3.7 trillion (that’s a million millions)! Do you want to make a bigger impact (and have a bigger income)?
Let’s start from square one, which is, “Do I even need a wellness blog?”
In this post, I’m going to show you how freaking important content marketing (of which blogging is the foundation) really is for your online business.
If you're an online wellness biz and you want to stand out in the $3.7 trillion industry, here's how. #health #wellness #practitioner Click To Tweet
Yes, there ARE proven benefits
If you’re like me, and you want to learn from other people’s successes (and mistakes). And you want to know the most likely path to success based on hard data (#statistics) this is what I’m sharing today.
As with anything, including health science, there are things proven to work for most people most of the time, (this would be the “average,” “standard,” or “normal” distribution area under the curve). #nerdalert
This is where you have the most likely chance of success. It’s a “proven track.”
And then, there are outliers.
An outlier is a person or thing differing from all other members of a particular group or set.
If you want to do your creative thang, and try to be different and forge your own path when it comes to online business success (i.e. be that outlier), more power to you. I’m not talking about your unique branding, I’m talking about your business and content marketing plan.
Forging you own path is akin to playing the lottery – the wins can be ah-mazing, you will achieve fortune and fame. But the chances of winning are oh-so-very-low.
The fact that outliers are SO different from the norm is EXACTLY why they get more press. Don’t think that the fame and notoriety of those random people who did everything their own way and achieved phenomenal success (i.e. outliers) means they’re common and easily attainable. They’re just more known. They get more press. BECAUSE they beat the odds.
And this is true in the world of health & wellness too. Those random reactions and personal heart-warming or heart-breaking experiences often become way more “viral” than what 90+% of people can expect.
This post (and, frankly all my shiz) is about proven benefits (not outliers) when it comes to content marketing (or health science). #BSfree
Content marketing is totally worth it
You can stop reading now if you want to.
That headline “content marketing is totally worth it” pretty much sums it up.
But, feel free to enjoy the amount of evidence I’ve gathered. 😉
The entire raison d’etre of business blogging is content marketing. You’re publishing content to market your business. Your blog is not the only piece of the content marketing system, but it’s the foundation.
Without publishing regular pieces of content, you’re essentially not doing content marketing. And in case you haven’t heard, content marketing is where it’s at when it comes to online businesses.
I can say that content marketing helps to build your audience, subscribers, leads, and sales (and I do!).
But you probably want (recent) proof, right?
I mean proof that it’s more common to get more success with content marketing (not one-off proof of outliers). 😉
Awesome (you’re my kind of person)!
Let’s start with increasing traffic and visibility
According to Impact (ref):
Companies that blog get 55% more website visitors; and,
71% of bloggers who maintain blogs for a business report that they have increased their visibility within their industries through their blogs.
And we’re just getting started…
How about we compare small businesses with blogs vs. those without blogs
According to Impact (ref):
Small businesses with blogs get 126% more lead growth than small businesses without; and,
69% of businesses attribute their lead generation success to blogging.
That’s not too shabby.
Let’s compare content marketing and paid search
After three years, content marketing has an ROI three times higher than other marketing strategies (ref).
“the first study to address the fundamental questions: How much does content marketing cost and is it a better financial investment than other marketing strategies? The answer is, “Yes.”
How can you argue with a 300% difference? This isn’t a 10% increase, folks. These are significant numbers!
What about content marketing vs. outbound marketing (ads)?
According to Demand Metric, content marketing generates over three times as many leads as outbound marketing and costs 62% less (ref). And 70% of people would rather learn about a company through articles, rather than ads (ref).
In general, people have moved their attention away from ads. Have you ever clicked “skip ad” or used “ad blockers?”
Ya, thought so!
People would rather have a personal connection with a product, brand, or person.
So, how do we connect with our audience and build the “know, like, and trust” factor with them?
With our blog content!
Because 70% of people feel closer to a company as a result of content marketing (ref).
Guess what people are inspired to do after they read content about a product?
Sixty percent of people are inspired to seek out a product after reading content about it (ref).
How does that work for you? #bemoreinspiring
Many experts in the wellness industry agree that content is the way to go in 2017-18 and beyond.
Have you seen the epic expert roundup on this exact topic yet?
And how about another benefit:
- You will be able to refer your clients to your blog as their expert resource. Blog about common problems and then share that link with anyone and everyone who can benefit from it.
Finally, my most favourite stat, about becoming a thought leader…
According to Impact (ref):
56% of bloggers who maintain blogs for a business say that their blog has helped their company establish a position as a thought leader in the industry.
In other words:
Content marketing is totally worth it. Don’t take my word for it – these are the numbers.Content marketing is totally worth it for online businesses #contentmarketing Click To Tweet
My personal advice about blogging
Who TF am I to give advice? Well, have a look at some of the success I’ve had recently since consistently putting out high-quality strategically planned content. (This makes me NOT an outlier, LOL.)
Oh, and for the past few weeks, I’ve been on the first page of Google for the term: health and wellness blog ideas. (Try it, I’ll wait.) 🙂
I’ve been hovering between number 4, 5 & 6 (still trying to bump to the top 3). Here’s the post with the 60+ wellness blog ideas that’s ranking so well lately.
A few pieces of advice from me:
- Content is a long-term game, so be patient with measuring your outcome. There are not guarantees, but as with most things in life and business, persistence will eventually pay off (quitting won’t).
- Every single post does not have to be “evergreen.” You can mix up the types and formats to offset. Keep quality at the forefront, but you don’t have to “knock it out of the park” every. single. time. Quality is key, perfection is not a requirement. Sometimes sharing what’s inspiring you or your personal stories are the posts that connect with your audience the most.
- Don’t start from scratch every single time. Re-purpose your content like a pro with this guide.
- Blogging can help you to clarify the direction you want to move your business. When certain content feels awesome to you, and is well-received by your audience, that may be a sign to make a pivot.
- Need help with HOW to write an article for your wellness blog? Gotcha covered right here.
Content marketing is SO worth it!
I hope the array of facts and figures has convinced you of this. Or at least got your attention.
Are you hopping on the content marketing bandwagon, or not?
Your biz. Your choice.
Signing off and toasting: To recognizing that yes, you do need a wellness blog.
Over to you
What do you think? Do you believe these numbers (check the references – they’re all linked)! 🙂
Are you convinced yet?
If you’re convinced, but stuck, I can help you!
I’d love to know (in the comments below)!
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I'm Leesa Klich, MSc., R.H.N.,
Health writer – Blogging expert – Research nerd.
I help health & wellness professionals attract more email subscribers & clients using their blogs. I move them from feeling stumped & overwhelmed to confidently & consistently showing off their expertise. I make credible research-based blogging both strategic & easy, which saves them a ton of time so they can focus on what lights them up in their business & life. To work with me, click here.