Consumers are becoming smarter about their health, and when it comes to buying the food that’s best for their bodies, they’re not cheaping out. In fact, out of the more than 30,000 people polled by Nielsen in 2015, a whopping 88 percent said they would happily pay a higher price for healthier food. Millennials led the way in expressing a willingness to pay top dollar for organic, gluten-free, and high-protein foods.
That’s good news for the health food and nutritional supplement industry, but that doesn’t mean it’s time to sit back and relax. All that interest and willingness to spend means more competition for and from food brands of all sizes. How can your brand stand out?
To reign supreme in the health food kingdom, content marketing is your best bet. Consumers today want to know who you are, what you stand for, and if they can trust you and, by extension, your products. The best way to show them is to create well-crafted branded content.
Whether you offer engaging blog posts, informative e-books, or lively social media posts, consumers are eager to hear what you have to say.
Not sure how to get started? Fortunately, you have a cornucopia of health and nutrition expertise to draw on. Try fortifying your content with these five tips:
1. Identify your audience
Getting to know your customers is about understandings their needs, values, and lifestyle habits. Get to know your customers’ buying habits and goals. Look at their lifestyle to see how your product fits in. Is your brand best suited to busy executives with little time to prepare meals? Are your customers young people running marathons or retirees making healthy changes to get the most from their golden years? Are they interested in single-serving packaging or something bigger that the family can share?
2. Offer blog posts to keep your customers returning to your website
Blog posts are snack-sized morsels of interesting information. These well-written, conversational posts of 400 to 650 words are ideally suited to offering tips, commenting on trends, and offering inspiration. Well-written blog posts enhance your brand’s credibility, expand its reach, and build loyalty.
Here are some sample blog posts titles:
- What does “organic” really mean?
- Are supplements really safe when you’re pregnant or nursing?
- How to get the most organic bang for your buck on a budget
3. Use bylined articles to education your audience about key issues
Usually appearing in trade publications and industry blogs, bylined articles help position your in-house experts as industry leaders. Rather than promoting your company directly, a bylined article educates your audience about key issues and industry trends. Bylined articles usually run between 800 and 1,200 words and identify a company leader as its author. They are almost always written by professional writers, with input from a company leader. Done right, bylined articles provide valuable information to potential customers, who will note who wrote the article. A byline appearing on an incisive, well-written article positions your company as a trusted industry leader.
Bylined articles should address nutrition topics that everyone is talking about. Here are a few examples:
- Is a Paleo diet really healthy?
- How to read nutrition labels like a pro
- The Vitamin D debate — why it matters
- How do you know if “locally grown” produce is really local?
4. Establish your brand as an industry authority with e-books and white papers
These digital publications cover an interesting industry topic in greater depth, ranging from 6 to 12 pages (e-books) to 10 to 40 pages (white papers). The ultimate in soft sell, professionally written e-books and white papers demonstrate your brand’s expertise, build trust, and establish your brand as an industry leader. Because these publications have a high perceived value, customers are likely to provide you with their contact information in order to download them.
Here are some sample topics to inspire you to come up with your own:
- Canning food at home — without the mess
- The truth about GMOs
- Best practices for managing your child’s food allergies
- Millet, spelt, quinoa: how new “ancient” grains can solve the gluten dilemma
5. Develop your brand image with social media
More and more, branding is accomplished online, with social media being one of the best ways to share engaging and relevant information and encourage smart purchasing decisions.
A 2015 study by Deloitte shows that 33 percent of consumers of health and wellness products are influenced by social media; remarkably, consumers who use social media while shopping are four times more likely to spend more on purchases than those who do not.
But the challenge of successful social media marketing is producing a steady stream of fresh and relevant written content. Social media users often ignore brands that neglect their feeds infrequently or that post dull, predictable updates.
Good writing makes the difference between engaging your social media followers and having them skip over your updates. By consistently sharing content specifically crafted for your audience, you can keep your brand at the top of your customers’ minds.
Are you ready to take your brand to the next level? Do you want to see how content marketing with high-value content, community interaction, and social media savvy can help you engage your customers and attract health conscious consumers looking for what your brand offers. You’re already experts on nutrition. Let the writers at Prose Media be the experts on content creation. Sign up today for free, no-obligation access to our platform. We know we’d make a good team.