Nutrition Business Marketing Part Two: Creating Content that Converts

“Content” can be an overwhelming concept for many nutrition professionals who are just establishing their online presence.

The idea of creating value through blogs, social media posts, videos, ads, and email campaigns can be a mystery for those with little experience.

Fortunately, we can help.

Keep reading to learn more about the types of content that will help convert (close) clients for your nutrition business…

What type of content appeals to your target audience?

Your entire content strategy will be based on your target audience!

These are the people who you will specifically serve with your nutrition services. To further clarify, you can take all of the common traits of your target audience members and condense them into one target persona.

This person will have a name, demographic, salary range, and traits that would make up your PERFECT client. Having this allows you to create content that’s personal – making your marketing more effective.

Once you understand the behaviors and preferences of your target persona, you’ll know where they look for content, and what they’re interested in.

For anyone new to marketing – remember to keep your content strategy simple!

What types of content are there?

Last week, we looked at the basics of a social media strategy for your nutrition business.

However, content doesn’t begin and end with those posts…

Types of content you’ll use for your marketing include:

  • Blog articles
  • Social media posts
  • Videos
  • Ads
  • Email campaigns
  • Images
  • Infographics
  • Testimonials
  • Features/guest posts

And any other relevant materials that will live on – and off – your page.

The basics will include social media posts, an email newsletter, and a weekly or bi-weekly blog article that can be repurposed for both.

If writing isn’t something that you feel confident with, consider a video blog or outsourcing instead. They key is to create original, interesting content that’s released regularly across all channels. It needs to provide value to the reader and should include a call to action (CTA) asking the reader to do something.

How to choose topics for blog articles…

This is a question that can drive you to distraction when starting your nutrition business!

In reality, it doesn’t have to be that complicated…

Know your target audience and identify the problem that you’ll be solving for them. Recognize the components of this problem, and choose topics based on your unique solutions.

This doesn’t mean that every blog article is a sales pitch. It simply means staying true to your underlying theme and providing value to your readers.

Your blog articles should showcase your expertise and help establish you as an authority in your field. When a person finishes reading your articles, you want them to feel confident in your ability to help them with their needs.

When a person reads your blog articles, they should:

  • Learn something relevant to the nutrition industry
  • Be interested in the information or message
  • Gain a better understanding of the topic and how it relates to your services
  • Feel confident in the validity and accuracy of the information

When choosing a topic, ask yourself:

  • Will this answer my audience’s burning questions?
  • Will this address a current concern or interest of my target audience?
  • Is this topic related to what I do? (i.e. recipes, tips, information, etc.)
  • Have I looked at this blog article from the perspective of my target persona?

Keep in mind, you aren’t writing for YOU. You’re writing for your target audience – and that’s who you need to choose your topics for!

When creating articles, you may hear the term search engine optimization (SEO). This is a complex algorithm that focuses on the way that Google ranks your articles or website on the search page. If your nutrition business website is new, then creating relevant content that people will read is your best strategy.

Don’t become too concerned with SEO unless you have the time and bandwidth to address all of the factors. This is another component that might benefit from outsourcing.

Create a content schedule you can maintain.

A simple schedule is your best friend (especially when you’re a one-person show)!

Keep a hardcopy, digital, or even phone calendar that tracks what needs to be released on what days. You can stagger your content – releasing a blog article one day and a corresponding social media post on another.

Your content will continue to reach your audience and will stay active throughout the week.

Some nutrition professionals choose to create a weekly or monthly newsletter. If you have a decent number of email recipients who have signed up, this can be a great way to maintain that digital relationship.

On the other hand, if you don’t have an email list or a strategy for amassing one right away, this can be a waste of time and effort.

Pay attention to your audience’s reactions!

Tracking the number of reactions, comments, and page visitors to various posts and blog articles will give you an idea of the content your audience really enjoys.

Each week set aside some time to evaluate reactions, and then alter your content to better reflect your audience’s preferences.

Doing so will allow you to increasingly grow engagement, leading to a higher rate of conversions (or closed sales deals if this is your goal).

First, you need the nutrition expertise…

Before you can create relevant content, you need to have the relevant information! And this starts with a premium nutrition education.

Click here to check out our full range of certifications and take your nutrition business to the next level…

See Also

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[CPD Certified Webinar] Child and Family Nutrition Strategies for Your Practice

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