Like an innovative and well-crafted dish in any restaurant, great content will always leave your customers satisfied and craving for more on their next visit.

But when you take your own kitchen for granted and start creating content for content’s sake, then don’t be surprised to see some empty tables.

There’s a reason why they say “content is king” whether it’s in the context of marketing campaigns, sales funnels, lead generations, or simply educating your clients. Even organic content has the power to increase audience retention, establish audience trust, build credibility, and ultimately, convert.

It’s true that there’s no one perfect recipe to dishing out the most viral and share-worthy posts, sometimes it’s just a matter of luck. But there are steps you can follow to deliver consistently captivating and compelling content. 

So today, let’s simplify those steps into 7 key ingredients.

1. Know Your Audience

In the health and wellness industry, we as professionals and/or business owners will likely have an easy time communicating with each other using basic jargon or complex medical terms. HOWEVER, potential clients who will actually pay for our services may not. 

That’s why we need to make sure we listen to and understand their needs, fears, limitations, and misconceptions inside and outside the clinic or studio. We need to find ways to effectively address them by communicating the results they’ll be expecting, not the methods only we can understand.

2. Tell a Story

“There isn’t a stronger connection between people than storytelling”. Successful businesses never underestimate a good story, especially when a satisfied client is at the center of it. That’s why case studies, testimonials, and positive experiences are always great sources of content. Beyond building credibility for your business, you allow potential clients a chance to learn from and resonate with the experiences of others. 

This helps them step out of their comfort zone and face their fears, so they too could put in the work and commitment required.

3. Take a Clarity Break

Creativity is a process. You are not a machine designed to churn out content 24/7 without taking a break. When you find yourself muddled up in a haze of vague ideas, just breathe and take the time you need to develop your creative content.

Whether it’s individually or collaboratively, in the office or at home, try to set aside at least 1 hour a week to jot down fresh ideas in your notebook or online using evernote, and eventually create some structure using outlines. Next thing you know, you’ll have a set of awesome content ready for publishing.

4. Use “Thought Reversals”

Great content has the potential to solve problems before they even occur. So consider what you perceive to be the biggest fears and objections of your potential customers, then do thought reversal videos or posts.

One example that is not exclusive to the health and wellness industry is the customer’s perpetual concern about “costs”. Before they even start thinking about how expensive it’s going to be, you can already start demystifying their objections by highlighting the VALUE of your service, not the cost, through effective thought reversal content.

5. Give Actionable Steps

Engagement is a two-way street. If you don’t give your audience specific steps to take, then chances are, the best you’ll get from them are views. A simple invitation to “like” or “share” your content can definitely go a long way.

But if you want something out-of-the-box, consider creating quiz-type content and self-assessment tests related to your industry or services. When done effectively, you’ll have a chance to plug your services at the results page while you still have the attention and interest of your audience.

Now, I know I promised to share with you 7 key ingredients, but if you want to learn the last and arguably most important two, then allow me to give you an actionable step myself. 😉

Click HERE to watch my FB LIVE to learn more! 

#PilatesInTheGrove #SpreadingTheHealth