You want to amp up your content marketing to increase leads to your health business. But how do you come up with fresh ideas each week?
I have you covered!
In this post, I’ll list 8 ways you can come up with ideas that are relevant to your business and customers. Of course, if you don’t have that kind of time, you could always hire a freelance health copywriter.
Share Reviews or Testimonials
Sometimes you have to take a break from talking about how great your product/service is. Instead, let your customers do it for you.
Before someone purchases, they’re likely reading any reviews or testimonials they can find about your business. However, 88% of people form an opinion by reading 1-10 reviews. This means if you have dozens, people may not be seeing the best ones. Highlighting your best reviews helps reassure your potential customer that you’re the right choice.
This takes some time, but go through all of your reviews and pull out the ones that articulate why your product is important and how it solves a problem. Next, look for themes in your reviews and group them by category, which will be your subheadings.
Then develop a title such as, “Why [PRODUCT/SERVICE] is [ADJECTIVE] as Explained By Our Customers.” (Example: 4 Reasons Why Fetal Heartbeat Monitors Are Amazing: As Explained By Our Customers”)
Where you find reviews about your business will vary based on whether you’re offering a product or service. Here are a few places to check for reviews of your business:
- Any review system on your site
- Search if people are mentioning your product/service on Instagram or Twitter
Dispel A Myth
Is there something people often wrongly assume about your product/service?
Dispelling a common myth will help ease your potential customer’s concerns and push them along their journey to buying.
First, you need to identify some wrong assumptions people often have:
For example, perhaps:
- People assume your health app/device is hard to use
- People assume your product/service is more expensive than it is
- People assume shipping takes longer than it does
- People assume results take a shorter/longer time
- People assume there’s certain problems with your product/service
Keep brainstorming myths until you come up with a list. When you write your post, explain in detail why their assumption is wrong. If you can, back your points up with research, facts and customer reviews.
Alternate between blog post ideas, tackling a myth or two a month. You could also write a roundup post of the top most common myths.
Answer a Common Question
What question do you get a lot about your product/service?
Instead of waiting for customers to (hopefully) contact you with their question, speed them along their buyer’s journey by conveniently answering it for them in a post.
To find out people’s commonly asked questions:
- Review your inquiry emails
- Ask your customer service agents the most commonly asked questions
- Check the FAQ sections of sites that sell a similar product/service
You can make a post for each question, or you can make a roundup post of all of the common ones. Some questions may lead to tutorial-style blog posts.
Quora is a website where people can ask questions and have them answered by the community.
First, search for your type of product/service on Quora. You can develop blog post ideas in a few different ways on here:
- Figure out what people are asking about your health product/service (write a post to answer these)
- Figure out what people are assuming about your product/service (write a post to dispel these)
- Figure out people’s opinions about your product/service (can help you generate ideas)
- Find new interesting research or facts (write a post surrounding these)
- Find other companies doing/selling similar things (check out their blog for ideas)
Put Yourself in Other’s Shoes
It’s good advice for life, and it’s good advice for writing blog posts.
If you’re selling a health product/service, your customers are having a problem and it could be pretty stressful. Try to practice empathy and compassion by imagining what your potential customer is feeling and thinking. This can give you tons of hints for post ideas.
For example, let’s assume you’ve created an app for people to talk to therapists. If I put myself in different customers’ shoes, I may be thinking:
- Do I even need therapy?
- Maybe I can fix the problem myself
- Therapy takes too long to work
- I should just try a self-help book
- I’m overwhelmed at all the work I’d have to do on myself
- I would need to be in therapy forever
- I have no idea what my therapy is going to look like
- What if it doesn’t work?
- What if I get matched with a therapist who doesn’t suit me?
Each one of these thoughts and feelings gives you something to talk about and address. It will make a potential customer think “they really get it,” and it will also bring them that much closer to purchasing.
Stalk Your Competitor’s Blog
Have you ever read a post and thought you could do it better or add a different element? If you have, write it!
You don’t want to steal your competitor’s ideas, but you can use them as building blocks to make a better post. You can take their idea and:
- Focus in on one aspect and make it more detailed
- Make it more of an overview on a topic
- Add your different knowledge and research
- Update it with new and interesting facts
- Cover it in a different format (long-form, listicles, truth or myth, etc.)
Related Info Your Target Customers Need/Want to Know
Brainstorm a list of things that your target customer would be Googling—even if it doesn’t directly relate to your product or service.
- What else are they looking for?
- What do they do in their spare time?
- What are their other concerns?
- What other things should they know related to your niche?
For example, let’s say you own an app for pregnant women. One of the many things pregnant women may be searching for is advice on when to announce their pregnancy. Although this doesn’t directly relate to your app, you’d still be bringing in targeted traffic by writing about the topic. In other words, if a pregnant woman searches for advice and lands on your blog post, they’re likely to be interested in your pregnancy app because you’ve already proven you’re knowledgeable about the niche in general.
The Best Resources in Your Niche
Another idea that can generate many blog posts is listing resources in a variety of categories.
A list of resources could include:
- The best bloggers covering X
- The best apps to X
- The best Instagram accounts to follow related to X
- The best Facebook accounts to follow related to X
- The best books about X
- The best free hotlines or chats for advice about X
For example, if you run an addiction clinic, you could make separate posts listing the best Instagram accounts, Facebook pages and bloggers to follow for inspiration to stay sober.
Content Marketing Tip: Another great thing about listing resources is that you can let them know they were mentioned and they may give you a shout out. Drop the person/company an email saying you mentioned them in your post rounding up the best X and telling them to feel free to share it. You could also tag them on social media when you promote the post. Since your post title makes the person/company look great, they’re more likely to post it for their own followers to see.
Tips to Remember Before Writing
- SEO. Blog posts are about helping your potential customers, but you need them to rank in search engines so people can find you. Before you start writing, do some keyword research around your topic.
- Headings. Think about how you can break up your big blocks of text. Sorting your information into categories will not only make it easier for you to write, but it will also make it easier for people to read.
- Include a CTA. Make sure your reader knows about your product/service before exiting your page. Having an enticing call-to-action is critical to converting leads.
- Write Longer Posts. You can experiment with short and long posts to see which work best for your target market. However, often longer posts rank better. On average, pages that rank on Google’s first page contain 1,890 words.
- Remember it Takes Time. In most cases, you can’t expect your post to show up on the first page of Google a day or a week later. There are a variety of factors that determine how Google ranks your content and site, but blog traffic generally gets better with age and consistency. You may not notice significant traffic on your post a month later, but a year later it could be ranking on the first or second page.
Don’t have the time to blog for your business? Give me a shout!
I write content for health businesses that are passionate about helping people create healthier and more fulfilling lives. Sound like your biz? Get a FREE quote.