• Camila Santiago

How to Use Content Marketing to Grow Your Corporate Wellness Business

Content is king, was the article published on the Microsoft website by Bill Gates in 1996. “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”


24 years have already passed and he still seems to be right… But how can content be more relevant than ever?

Why content is still king?


For the same reason it was 24 years ago — engagement. Content has the purpose to engage one’s target audience, establish authority and increase leads.


Almost half of the world population has access to the internet and are also smartphone users. That means, with the right marketing strategy marketers and companies are able to quickly reach their target audience.


According to Roper Public Affairs, 80% of decision-makers in business prefer to receive company information in a series of articles instead of an advertisement. In order words, traditional advertising such as radio, magazines, billboards and brochures could soon come to an end.


The technology is moving businesses and marketing to a new direction. It’s all about talking to your customer in their own language, giving them something they find valuable, getting seen and heard without being pushy.


Corporate wellness marketing is all about sharing information


When we talk about corporate wellness marketing, we’re talking about people and their health. You’re not selling them a quick-fix solution but a service that takes time to show their ultimate results. There are several variables involved in a corporate wellness program such as money, people’s time and trust.


Your target market needs to trust your product or service, they need to feel comfortable, they need proof that your product or service works.


On top of that, when we’re dealing with other people’s health, we’re relying on their cooperation to heal and continue on the healing path. Topics like lifestyle changes, diet, exercises, mindful practises can make one sceptical if you don’t present the right and trustful information.


Know your audience


There are so many companies, blogs and content creators talking about how to get healthier, lose weight, eat healthier and so on. But these people are only sharing their own experience. Whatever works for them might not work us.


We’re all unique human beings, with different lifestyles but we share similarities. We all have our needs, dreams and wishes. Most companies don’t understand that. They start by talking about what they do – not, what the customer needs.


It’s important to show your potential customers that you get them by addressing their pain or need – only then, will they be open to exploring what you have to offer.


What are the types of content marketing?


Marketers may use various types of content to reach their audience:

  • Blog posts

  • Ebooks

  • Email Newsletter

  • White paper

  • Reviews

  • Videos

  • Podcasts

How can I create content for my corporate wellness business?


Creating great content begins with knowing your target audience. Then you should focus on creating content that addresses the audience’s needs. And finally, pick a strong topic that keeps your readers engaged and interested.


Some of the most effective content creation techniques are:

  • Optimizing your landing page and blog with SEO-friendly content

  • Creating and sharing content consistently

  • Proving accurate information

  • Having a proper content marketing strategy in place

These techniques are essential to successfully reach your target audience and to increase your leads, whether you’re creating a blog post or email marketing campaign. However, if you’re unsure how to do it or simply don’t have the time to create content for your business, you can contact me.