According to recent market research by Technavio, the global health and wellness market is expected to grow at an annual rate of around 6% until 2022.
As consumers become more nutrition-conscious, brands in this sector need to be on top of the latest content marketing trends in order to build brand awareness and gain customers.
Here, we’ll look at various content marketing strategies and industry trends to help you reach your target audience and grow your nutrition brand.
Define Your Target Audience
- Experts, such as professional athletes, semi-pros, and instructors.
- The “average” health-conscious enthusiast.
- Beginners, or people that want to live healthier but need encouragement.
Focus on creating content that specifically targets one of these groups. Then get specific about the niche group you’re trying to reach:
- Who is your ideal customer?
- How old are they?
- Where do they live?
- What are their average earnings?
- What kinds of content do they want to read?
- Which social media channels do they use?
Understanding the personality, needs, and aspirations of your target audience will help you deliver more relevant content that remains consistent in style and tone of voice.
Define Your Unique Selling Proposition (USP)
You know your audience, but do they know you? Define your USP so that people can quickly understand what your brand stands for and what you offer. Answer the following:
- What is your mission?
- What products and services do you provide?
- What makes you better than the competition?
Build your content around your USP to make your brand more memorable. The strongest brands in any market understand their core message. If you start trying to appeal to a broad audience, you’ll dilute the power of your content.
Deliver the Right Mix of Nutrition Content
Create high-quality content that can be shared in different ways. For example, your social media channels can host short inspirational messages and appealing visuals, whereas your website and blog can host more in-depth material.
Some people respond better to videos and infographics, while others prefer to read emails, white papers, and case studies. The key is to deliver the right content at the right time, depending on where your customers are in the sales cycle.
What are popular types of nutrition content?
- Healthy recipes.
- Tips for healthy eating.
- Nutrition-based quizzes.
- Food information and nutrition stats.
- Nutrition and meal planning guides.
- Product stories and behind-the-scenes footage.
- Information about live events.
- FAQs about the brand.
- Discount offers.
Most health and fitness brands that use email marketing enjoy a healthy 22% email open rate. Clearly display an email newsletter opt-in form on your homepage. Building an email list will ensure you get more backlinks to your website and give you access to quality leads that are more receptive to promotional messages.
Many nutrition brands need to work on building a community around their content. Think of social media as a two-way street. Don’t just broadcast information; ask questions and respond to comments. It requires monitoring, but the benefits of engagement are huge.
What are nutrition brands posting on social media?
- Facebook and YouTube videos. They’re popular with consumers and also increase search engine rankings.
- High-quality Instagram photos. Around 70% of Instagram hashtags are branded. Find hashtags that people in your niche are using and join in.
- Nutrition and dieting tips.
- Motivational posts.
- Twitter polls based around nutrition, and attractive images. Tweets with images receive 150% more retweets than those without.
Nutrition Content Marketing Trends
The nutrition industry is constantly changing as new evidence becomes available. Consumers like to follow the latest trends and seek up-to-date advice to stay well-informed. Here are some trends to consider:
- Nutrition information and statistics. More people are searching the internet for health-related information. Be a source for nutrition data and research.
- Wearable tech. Sales of fitness trackers and apps are on the rise. Use wearable tech as a starting point for brand-related content.
- Fortified drinks and foods. Foods and drinks that are fortified with protein, fiber, probiotics, omegas, and whole grains are becoming more popular.
- Green and organic food. Consumers are more interested in sustainability and unprocessed food choices. If you have products that fit into these categories, make it a prominent brand message.
- Plant-based diets. Vegan products and brands are on the rise. To live healthier, more sustainable lives, consumers are reducing their meat consumption or going vegan.
- Food as medicine. Rates of obesity and type-2 diabetes are increasing. The food sector is responding to consumers’ demands with healthier choices.
When you play to your brand’s strengths, give your audience the content they desire, and keep track of the latest nutrition trends, your content marketing is more likely to succeed.
Do you need help creating the right content for your brand? Constant Content works with many professional writers that can help your nutrition brand deliver more engaging, shareable content.