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?
It’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 PapersSometimes 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. EmailsThere 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 UpdatesFacebook 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!
If you're thinking about hiring a professional editor, the first step is to consider your goal. Are you self-publishing a book? Do you want to put your best foot (or word) forward when marketing your well-being service? Do want clickable content that search engines will find and people will read?
Of course, you can do a lot of this on your own. Before you think about paying for help, learn as much as you can about creating sound copy. (If you need some help, you can download my free resource here.)
But we all need help from time to time. Even editors hire editors. (I do!)
How Can an Editor Help You?Think about what you want help with and set some realistic expectations about the time and cost involved. The most important piece of advice I can give you is find a professional editor who knows about your topic. Better still, find someone with a passion for it! Also be sure to find someone you connect with.
A carefully selected second pair of eyes can cut your workload by more than half, because neither you nor your editor will burn out if you both own the project. You'll want to be able to work together efficiently. You should enjoy the process and feel supported as well as assisted.
How Quickly Can a Professional Editor Work?Granted the term professional is not regulated, but there is a wide range of skill when it comes to editors. Keep in mind that fast is not better. (On the other hand, slow doesn't necessarily mean detailed or thorough.)
Knowing a bit about how editors work can help you decide if you've found one worth hiring.
In her book, The Copyeditor’s Handbook, editor and teacher Amy Einsohn, a leader in the field of copyediting, gives the following estimates of a “typical pace for copyediting hard copy.” The estimates are based on two passes (the minimum necessary to do the job well).
Light copyedit: 4-9 pages per hour
Medium copyedit 2-7 pages per hour
Heavy copyedit 1-3 pages per hour
The “pages” Einsohn refers to are manuscript pages, which are typically only 250-325 words in length. (Manuscript pages are double-spaced for ease of editing.)
How Much Should Hiring a Professional Editor Cost?I recently took a continuing education course in which the topic of fees was raised. According to instructor Jacqueline Landis, an editor with more than 15 years of experience, “The rock-bottom rate for an established editor is $20 per hour for light to medium copyediting. An average rate is $35 per hour, and the top rate ranges from $50 to $75 per hour.” The higher fees are usually for very heavy developmental editing.
If you have a 25,000-word manuscript (approximately 50 single-spaced pages in Times New Roman 12-point font), editing fees can range from $150 to more than $5000! For a typical light to medium edit, expect to pay at least a few hundred dollars for a professional edit.
What do copyeditors do?So what do you get for your investment in professional editing? The short answer to this question is, “probably more than you realize!” If you are hiring a professional editor, ask about his or her process. Look for clues that the person is a qualified, experienced editor. Here are some questions (and answers) that may help.
1. Does the editor use a style sheet? You shouldn’t have to ask this question, because all professional editors do. In case you’re not aware of this tool of the trade, a style sheet is a form of keeping notes, usually on a chart. The goal is to keep track of anything that may be inconsistent or need attention as the editor reads. Style sheets are crucial to accuracy, as you probably can imagine. For example, while editing a book that is hundreds of pages long, it would be easy to miss that a name is spelled one way on page 3 and another way on page 233 without a style sheet.
Editors also use style sheets to note stylistic preferences. For example, should there be a comma before the conjunction in the last item in a series? (If you were in school more than a few years ago, you may not realize this is now optional.)
2. How many “passes” will the editor do? “Pass” is editor-speak for reading the manuscript once. As I mentioned before, two passes are the minimum for quality work. In some cases, due to budget or time constraints, an author may request only one, but be aware that it is not reasonable to expect perfection if you do this.
3. How does the editor ensure accuracy? Some tricks of the trade include reading the manuscript out loud, taking a break at least once every two hours, or spending no more than 6 hours editing on a given day (except in emergencies). Yes, we all want things done quickly, but as I said, quick does not mean good. Editing is tedious work. If an editor promises to complete a 300-page manuscript in 3 days, find another editor!
3. Does the editor work on hard copy with traditional proofreaders’ marks or on electronic copy using a feature like Microsoft Word’s Track Changes? If the editor doesn’t know much about either of these methods, don’t expect professional results.
4. Which style guide does the editor use? There are different guides for different purposes. Some companies have their own house style as well. I use CMOS (The Chicago Manual of Style) or AP (Associated Press) unless a client requests something else. Ask this question to ensure the editor you hire will not simply be working from memory of high school English class.
One quick tidbit before you get out there and find a great editor. There is no consensus on how “copyeditor” should be spelled. CMOS (and I) spell it as one word; AP (the style guide for journalists) spells it as two (copy editor). Go figure!
Not ready to hire an editor? Join my email list and receive access to my free guide that will help you start editing your own work today!
Lately, 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 consider:
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!
As a writer and editor whose niche is well-being, I've got a network of wellness providers whose work I love. They are health coaches, fitness gurus, nutritionists, healers, spiritual leaders, and yoga teachers. When I speak to them or take their classes, I'm inspired, sometimes even in awe. But in some cases, when I read their blogs, websites, or newsletters, I'm not as quick to gush. Is writing shareable content important to the success of your well-being business? It might be, and here's why.
Writing shareable content in the well-being niche
It's one thing to post mediocre content or send out an unedited email to your students, clients, and followers. After all, they already love you. Maybe they don't care if your writing lacks clarity or the ability to engage a reader. But here's something to consider:
Is your content shareable?
Getting people to share your content is a critical piece of the marketing puzzle. It's amazing how easily content can spread through cyberspace, and how easily (more often), it can get ignored.
I'm aware of this because I manage a few social media pages for clients with a good number of followers. I'm always looking for great content to share. I know more than one well-being rock star whose content I'd share in a second if only it were polished just a bit more. As a professional working for others, I hesitate to share something unless it's on par with what I've been hired to produce, or in the case of social media management, share.
My point? If you're going to be out there in print, put your best foot (or paragraph) forward. It matters more than you think. There are dozens of people sifting through posts, blogs, and websites deciding what to share and what not to share.
How can you ensure your content passes muster?
The easiest way, of course, is to hire a professional writer so you can focus your attention on serving your clients and running your business. But if you don't have the budget or inclination to hire a writer, there are a few other things you can do.
1. Read and share. Read blogs, websites, and newsletters from your favorite brands, and share the ones that inspire you. The more you read great writing, the more adept you'll become at writing shareable content yourself. Sharing content also makes it more likely that your content will be shared, as those in your network are likely to return the favor when they like something you write or post.
2. Take a writing class or hire a coach. While you'll still have to pay for a class or writing coach, once you've learned a few tricks of the trade, you'll be able to write shareable content on your own.
3. Consider working with an editor or proofreader, and be sure the person you hire understands your business well. In most cases, having someone look over your copy or polish your rough draft will be more cost effective than hiring a writer to research and write from scratch. One thing to consider here is niche. An editor who understands what you do will work more effectively and efficiently than one who has to learn a lot about your business in order to shape your message.
4. Put your work aside for a day. Good writers and editors know it's best to sleep on a piece and read it again with fresh eyes before posting it or sending it out. And here's a related trick of the trade: Read the post, article, or email out loud. You'll be much more likely to catch errors, awkward phrasing, and other issues if you actually hear the words as well as read them.
Why Writing Shareable Content Really Matters
I recently worked with a wonderful health coach who had a great new product to sell. This man inspires everyone he works with. He's open, engaging, intelligent, and able to change people's lives. But the content he'd written to promote his product was riddled with grammatical errors, awkward phrasing, and a few statements regarding nutritional content that were not correct. Unfortunately, that content did not translate into sales.
Why do I tell you this? Because you too can change the world with your gift of teaching yoga, advocating for the environment, coaching people in matters of fitness and natural healing, or promoting a clean, healthy diet. You are busy being good at what you do, so you may not have the time to write about it in a way that will engage readers and turn them into customers, students, or clients.
But people want to read about your work, and the place they're most likely to read about it is online—on your website or blog, in an email, or via a newsletter.Make sure your content reflects your greatness. People do judge your business and your professionalism by the quality of your writing.
Chose words that bring forth your brilliance and shine a light on your gifts. It's subtle, but just a few badly written sentences can turn people away from your message, and they won’t necessarily know the reason for their lack of interest.
I am not saying you need to be perfect!
Please don't misunderstand. I don't want you to lose sight of the spirit of your message because you're consumed with finding every spelling error or missing comma in your work. Just have an eye for quality, because it matters as much in your written presentation as it does in other aspects of your business.
The value of writing shareable content
To understand the value of writing shareable content, let’s go back to my client with the great product to sell. As I mentioned, he was giving away a short promotional e-book, but few people were following up and buying the product he was promoting.
So we edited the content, a project that cost the equivalent of four sales of his product.
The e-book went viral and sales took off. Several years later, I'm told sales are still booming. The revised e-book has brought in many more than four additional sales.
Why I do what I do
I write work with wellness professionals because health of mind, body, and spirit is my passion. What better way to use my calling then by partnering with those who share my passion for yoga, nutrition, fitness, psychology, spirituality, and holistic health? My clients and I work together to change the world—one inspired and carefully crafted sentence at a time!
Would you like help with content marketing for your well-being business? Join my email list and get access to my resource library, which includes content you can start using today. I'll also send you my free guide to editing your own work so you can save time and reduce the cost of partnering with a professional content creator.