Well-being Business Content Marketing: Part One—Who Are You and Who Are You Becoming?

explore create inspireLately, I’ve spoken with a lot of wellness professionals who are wondering what to do next. A yoga teacher wants to write a book. A personal trainer is thinking about blogging. Another yoga teacher wants to get certified to teach Pilates, and a nutritionist is branching into holistic health coaching, so she can focus on the mind and emotions as well as diet and exercise.

The great thing about wellness is the possibilities for growth are endless. I’m working with a coach right now who has just been through a series of certifications so she can do wellness counseling. She’s also a writer, and the project we’re working on is a book to supplement her counseling and position her as an expert in the field.

Today I met a young woman who described herself as a “holistic wellness junkie” and a “hippie.” She was wondering how to focus her passion as an entrepreneur.

First Steps First: Defining Your Well-being Business or Service

Before you can create content for your well-being business or service, you need to know what that business or service is. Sounds obvious, I know, but most of us evolve, and as we do so, we become a slightly different version of our former selves.

Are you a yoga teacher? What sets you apart from all the others? Maybe it’s your love of restorative yoga or your ability to inspire others to become more powerful. Maybe devotion to classical yoga is your ID. Or perhaps you’re ready to offer videos of your classes or write a book about how yoga changed your life.

Did you begin your career as a nutritionist? Your next step may be holistic health coaching that focuses not only on food but on the mind, emotions, and physical fitness. What tools will you create to reach that goal?

Do you want to connect with your tribe via email marketing or is blogging your thing? Helping people grow their own well-being business may be next for you. Or perhaps you offer complementary healing services, like reiki or aromatherapy in addition to teaching yoga.

I worked with a personal trainer who created his own vegan protein powder and became a new kind of entrepreneur. Another client turned a passion for yoga into a business selling yoga and aromatherapy products.

Let Your Passion Lead You

Last winter, we had a blizzard in the northeast. The yoga studio where I practice was closed, but one of teachers posted a YouTube video on Facebook so we could all practice at home. It was wonderful! I wouldn’t be surprised if the next step in her career is creating more videos and DVDs.

The point is if you tune in and follow that voice that led you to a career in wellness to begin with, it will continue to lead you. What would you like to create next?

Content is King

If you market online, you’ve heard it said that content is king. To be honest, I’m a little tired of hearing that. Obviously, your online presence depends on something your audience can read, hear, or see. The problem is there’s so much to read, hear, and see these days that a lot goes unnoticed.

The real question is how can you stand out? Here are a few ways to start with:

  1. Be sure your content is relevant to your audience. So, this means not only defining what you do but who you do it for. Be as specific as possible.
  2. Create content your audience can respond to. Engage them. Make them want to comment, share, and follow you. That may mean testing different formats—written posts, images, quotes, videos, etc.—to see what resonates with your tribe.
  3. Know why you’re creating. The content you offer online is probably not your end goal. You want to get people interested in your services, your classes, your book, or your paid courses, right? People you meet online may not become students, readers, or clients overnight—or even ever—but they’ll be aware of what you do and may refer others to you.
  4. Get help if you need it. Don’t be afraid to ask for help. No one is successful alone. If you find assistants you connect with and trust, you may end up with much more than a better product and more successful business. You’ll also have the opportunity to form valuable relationships with like-minded wellness entrepreneurs. The value of good relationships really cannot be overstated!
  5. Help others. Join networking groups and share your knowledge. You’ll be surprised how much people appreciate a tip or answered question that takes only a few minutes of your time. That time will pay off. You never know when someone you’ve helped will need your services or know someone else who needs them.

I hope these words will help you move along the path of your dreams. I’d love to learn what you’re creating, and so would others, I’m sure. Please share your thoughts in the comments, and let’s see how we can help each other move forward!


Content Marketing for Your Well-being Business: 5 Types of Content to Create


If you’re in the well-being niche, content marketing may not be on your radar. In fact, marketing in general is probably not what you love most about your work. You want to be teaching yoga, helping clients improve their diets, or facilitating an awesome reiki healing.

Take heart. Marketing does not have to be something you dread, so don’t think of it in a negative way. Marketing is nothing more than getting the word out that you have something of value to share with the world. In fact, one effective way to market is in part a type of service itself. It’s called content marketing and it works.

I’m not just telling you this because content creation is one of the services I provide (though, of course, I won’t complain if you want to hire me). I’ve gotten more involved in content marketing because my clients want me to help them do it. They want to do it because it works. So I’m sharing this with you so you can do it too!

What is Content Marketing?

Content marketing is a way to stay connected online with people who care about what you do. It’s not cold calling or spamming; it’s giving current and prospective students or clients information they need or want. That doesn’t simply mean giving away your services for free, though. Content marketing is about establishing relationships through writing.

And it’s awesome!

How Can Well-being Professionals Use Content Marketing?

contentIt’s simple. Create content and share it online. Well, it’s not exactly simple, but it is fun. You get to create content that shares something of value that you are passionate about and then find ways to get it in front of people who want it and can benefit from it.

Getting your content out there is a subject for another post. For now, let’s look at the different types of content you can—and should—create and distribute.

5 Types of Content Marketing Pieces for Marketing Your Yoga or Well-being Service

1. A Blog

As I’ve taken more content marketing workshops and webinars and read more and more books and articles about it, one thing comes up over and over again. You must have a blog! Websites with blogs are much more likely to be noticed, visited, visited again and again, and trusted.

If you don’t have a blog, the first thing you need to do is create one! Then decide what kind of content you will post, who will write the content, and how you will get that content distributed to people who will eventually become your students and clients (hint: you can do this via social media).

The most important things to know about using your blog as a marketing tool are you must update it regularly and you must make your posts search engine friend; that is, you must understand how people search for content and how to write yours so it’s more likely to be found and appreciated.

Don’t know how to do that? Don’t worry. There are people who can help you.

2. A Newsletter

In a survey conducted in 2012, more than half of business owners said that their newsletter was the best content marketing tool they used. If you subscribe to newsletters, you’ve probably noticed many of them contain the same, or same type, of content as blogs. The difference is the content is delivered to your inbox rather than you having to go to the blog to read it.

Newsletters are best for practitioners and teachers who often have events to publicize or new classes or services to announce. They also work well for sharing larger industry trends. For example, if you are a nutritionist, you might distribute a newsletter to explain a health study that’s been all over the news recently, or if you are a yoga instructor, your newsletter might highlight the life of a guru whose birthday is happening this month. Newsletters are also great tools for sharing holiday recipes or tips for developing a home yoga practice.

3. Free Guides, Special Reports, or White Papers

Sometimes known as hub pieces, guides, reports, and white papers are usually longer pieces that readers can turn to often as a resource. Offering a free guide or report to readers serves a few valuable purposes. First, it puts your content (and you) in readers’ hands for an extended period of time. Second, it positions you as an expert in your niche. Third, it’s a great tool you can build other campaigns around. You can write blogs and articles related to the content in your giveaway piece, or you can create a series of emails.

Which brings us to the fourth type of marketing content.

4. Emails

There are different ways to use email for content marketing. Industry experts say the most effective is a drip series. A drip series is a series of emails sent out over a certain period of time to share information related to a certain topic.

A yoga teacher might do a drip series on the chakras, for example, while a nutritionist could write a series of emails giving people tips for lowering blood sugar or understanding essential nutrients in more depth. A health coach might do a series on natural ways to manage stress.

As I mentioned, a drip series is often tied to a longer guide or special report created as a giveaway for anyone interested in your work.

5. Social Media Updates

Facebook shares, Tweets, Linked In updates and the like are also important parts of an overall content marketing strategy. Which platform or platforms you choose depends on the type of service you offer.

While social media content is usually easiest and quickest to create, it won’t do much good alone. The purpose of social media marketing is to develop and maintain relationships. You want to connect with people who visit your website, read your blog, or request your content. And the purpose of having people do all of those things is to nurture relationships that turn leads into clients or students.

Since the vast majority of people use some form of social media on a regular basis, you’ll have access to the largest pool of potential students or clients via social media platforms.

Other Types of Content Marketing to Consider

You don’t have to limit your marketing to content people read. Videos, podcasts, and infographics are also great tools, though they may be more difficult and costly to create.

Videos are especially good tools for yoga instructors. You can create a short piece to demonstrate a series of poses or to highlight your teaching style. If you are a health coach, you can create a podcast or infographic to explain a concept or give health tips.

Overwhelmed? Don’t Be

As you can see, there are lots of ways to use content marketing to stay connected with people who may be interested in taking your classes, hiring you as a consultant, or using your well-being service.

Do you need to use them all to be successful? No, you don’t. Pick one or two to start and focus your efforts there. Before you know it, your network of readers, followers, and colleagues will grow.

You never know when one of these leads will become a paying student or client, but until then, enjoy the journey of sharing what you have to offer and getting the word out about how you can help others live a better life.

Would you like more help with content marketing for your well-being business? Join my email list and receive access to my free guide that will help you start editing your own work today!

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