10 top tips for content marketing in the health and fit tech sector
By Ella White, OggaDoon Digital Marketing and PR
If you are developing a content marketing campaign for your health and fit tech brand, there are some interesting tactics that you should think about. The trust is that they can be applied to most industries. When it comes to reaching the best audience for healthtech products and services, you might find you need to think outside the box.
Here are 10 top tips that you might not have considered.
Why is a health tech content marketing campaign important?
Every year the global health and wellness industry grows 5–10%. Which sounds like good news for you as a health company, right? Well… we didn’t say that growth is experienced by every health and wellness brand.
The ones that succeed in this increasingly competitive yet consistently relevant market are those that know how to position themselves on the market. Not just by having a stellar product and developing loyal customers that generate word-of-mouth sales. But by having a water-tight marketing strategy that includes content marketing campaigns.
Now more than ever, the heath and fit tech industry is making waves online. And it’s primed to make the most of the rise in video content. So from paid ads to working with influencers, these are our top 10 tips for health and fit-tech content marketing in 2023.
- Nail your health tech content marketing strategy
It might sound like an obvious one — and it does apply to any industry but without a failsafe content strategy, your marketing is going nowhere. In 2023, this needs to include a regular content calendar covering up-to-date topics, SEO, backlinking, paid marketing, and social media as well as traditional PR.
2. Avoid ‘Google jail’
In other words, get your content ranking on search engines. One of the best ways to generate organic traffic is by having your content appear on the first page of Google when someone searches for a key phrase that’s relevant to you.
So to avoid ‘Google jail’ (or any page that’s not the first) it’s important to pay attention to SEO best practices like including backlinks, centering your content around a strong key phrase, and writing informative and digestible content that responds to the reader’s needs.
3. Get stuck into social
Studies have found that brands that are active on Instagram will enjoy more than 400% increased engagement over Facebook. And now, with TikTok on the scene, there’s no excuse for brands within the health and fit tech industry not to get involved.
Now focused largely on video content, these social platforms present an opportunity for brands to present their product, show off case studies, visualise user reviews, and give an even clearer idea of their brand’s identity, values, and aesthetic. So whether you’re competing with Peloton or emerging on the market with something totally fresh, if you sleep on social media you’re bound to get left behind.
4. Unleash your influence
Don’t be scared of influencer marketing. Not only is it ever increasing as a legitimate marketing technique, but for the health and fitness industry it’s one of the most effective ways to promote your brand. While many sectors are packed with influencers that are mostly lifestyle and aesthetics focused, the health industry offers a place for experts and professionals to double up their skills as influencers.
So forget about big-name celebs, and look at the people who really wield influence over your audience. They might be well known, but they might also be lesser-known but highly respected individuals that perfectly align with your product and values.
It’s been found that health and wellness brands do better out of their influencer marketing partnerships when they collaborate for the long run, rather than switching between brand partners. So find the perfect influencer, and develop a fruitful relationship together. Need help with that? We’ve got you covered.
5. Don’t forget to advertise
The emergence of all these fresh new marketing channels doesn’t mean that good old-fashioned advertising can be forgotten. In fact, that’s evolving at an equally fast rate. You might feel like billboards and TV ads are the most effective route when it comes to advertising your health and fit tech brand. But social media advertising and Google Ads could actually be far more effective when it comes to reaching the masses — especially for smaller brands.
Don’t be put off by the idea of putting some of your marketing budget aside for digital advertising. The benefit of Google and social media advertising is that you can set your keywords and target audiences, and even your spending budget, so you only reach the people who are most likely to be interested in what you do. It gives you a competitive edge of brands that are behind the curve on their advertising. And it reduces the risk of casting the net too wide and not hitting the people you need (as can be the case with big-budget advertising like TV and out-of-home campaigns.).
6. Research, research, research
A foundation of solid research is the first step to defining your health tech content marketing strategy. But it doesn’t end there. The world keeps evolving, and so does your audience. So why would your strategy sit still? Consider all of your business strategies to be living documents that are updated and adapted according to the market.
After all, if a major change in the market leaves elements of your existing strategy in the dust, you’d be wasting your time to forge forward with the original plan rather than honing it to meet the new needs of the market.
7. Don’t miss the boat
Relevant and up-to-date health industry content goes a long way to reflect your expertise. So, the more topics you can cover with informative and valuable content, the better your advantage will be over competitors.
Whether there’s a breaking news story relevant to your industry, or a new social trend that your brand can jump on, waiting even a day can be too late. Being at the cutting edge is the only way to succeed in a world as competitive as health and fit tech.
8. Gain trust
Quality content gets a reaction. And while you might not be able to see that value immediately, that doesn’t mean it’s not there. For example, not every person who reads your blog will comment and share it. Not everyone who sees your social media post will tap ‘like’. But as long as you’re consistently putting that content out there, it will be noticed.
So once you’ve developed a reputation as a brand that hits the mark with up to date, quality, and timely content across all its channels, your audience will trust you more and more. From responding to relevant news stories to sharing your expert opinion on the matters that your audience cares about, everything you put out will contribute to your brand’s reputation. So even if you’re not seeing the likes and shares with every piece of content, that doesn’t mean it’s not having an impact.
9. Refresh and repurpose
So you’ve written a blog. Great! But why just post it in one place, on one occasion? A lot of time and effort goes into creating your content, and the best way to make it go even further is to post it just about everywhere you can. From your blog page to public forums like medium to your newsletter to your social media channels… you could even use your blog as the basis for a podcast or a YouTube video!
And a year down the line, don’t forget about your old blog post. Evergreen content that is largely timeless can be updated every year or so with new facts or emerging information about a topic. So if you’ve written a blog about the best ways to stay healthy through winter, keep refreshing it year after year. Even if there’s no new information to add, simply refreshing the blog for the new year is a great way to get its SEO rankings up again.
10. Respond to your audience
It’s all very well coming up with your own ideas about the kind of content your audience wants to see. But why make stabs in the dark when there are so many ways to find out for sure? Creating weekly and monthly reports that analyse the traffic coming into your website is a great way to stay on top of trends.
What phrases did people search to find you? What blogs are the most-read and most-shared? What external sites are leading people to you? All of this information can influence the type of content you put out, and the titles that will grab your audience’s attention.
Get your health tech content marketing strategy audience-ready
Learn more about different ways to apply PR strategy by looking at some of our PR case studies here. Want to know more about how OggaDoon could help you connect and optimise your digital marketing strategy or map out your health tech content marketing strategy?
Get in touch with us today! Please contact nicola@oggadoon.co.uk
