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.