Happy New Year!
While any new year brings with it fresh opportunities, that feels especially true for 2022. In the past two years, brands have had to adopt new ways of doing business while also adapting to rapidly-changing consumer demands and preferences.
That’s true of every industry, of course — but those changes were even more impactful in health and wellness.
January is the perfect time to take stock of how your business has changed in the past year (or two), and how your content marketing has shifted accordingly. It’s also the ideal time to set goals for 2022 and envision how your next year in content marketing will look.
As you fill out your editorial calendar, consider the following goals to elevate your content marketing this year.
Do a content audit
Data-driven marketing is essential to get results, since it helps ensure you’re creating content your audience actually wants — not just what you think they want. So set the stage for a new year of outstanding content by looking over your work in 2021.
Take a peek at your top performing content and what didn’t live up to expectations. Think about what your best content has in common so you can make more of what works in the future.
Ask why underperforming content may not have lived up to expectations, too. Were the topics not as relevant as you hoped? Was the content too long, too short, too simple or too complex? The answers will help you do better in 2022.
It’s also a great time to look into SEO. Essentials like fast loading times and optimized page titles and descriptions can give you a boost this year.
Try out new content formats
Health marketing moves fast, and users crave faster and more convenient ways to solve their problems. While you won’t want to abandon tried and true formats, like articles and white papers, look for ways to expand your content offerings to reach new customers.
Of course, what works for you depends on your industry and audience. But some options to consider could include:
- Online courses delivered via email
- Live or on-demand webinars
- Ebooks and reports
- Podcasts
- Checklists
- Quizzes
Add more personalization
Health is personal — and health marketing should be, too. In 2022, consider giving your readers more ways to pick and choose which content they’d like to see to create a more tailored customer experience.
You might consider separating your newsletter out into verticals that readers can subscribe to individually, or address significantly different audiences via two separate blogs.
As a bonus, asking readers to opt into segmented lists gives you a chance to update your data, so you’ll gain greater insight into your audience.
Get more value from your top content
Great content is an investment, so make those top performers work harder for you.
Select content that still resonates strongly and brainstorm ways to repurpose it in 2022. You might condense that A+++ blog post into a high-impact email, for example, or create an infographic to enhance it.
“Tried and true” content can also serve as a safer starting point for venturing into new content formats. If you’re interested in creating a webinar, for instance, look to your top-performing whitepaper or ebook for inspiration. Or repurpose your amazing SME interviews by releasing the audio as a podcast (with permission, of course!).
Develop and evolve your brand voice
Your brand identity should evolve along with your audience — and your industry. Take some time early in the year to reflect on what matters most to your audience and how you can best position yourself to help. Think about how their needs and preferences have changed over the past year, and how your content strategy or brand voice should adjust accordingly.
This internal work isn’t flashy, but it’s crucial for setting relevant and impactful goals for your marketing this year. It helps ensure you stay connected to your audience, so you can deliver an outstanding customer experience and set your brand up for success.
Need help updating your content strategy?
I can help you develop your brand voice, create a roadmap to help you reach your unique content marketing goals, and create content that will resonate with your audience. When you’re ready, get in touch to discuss whether we might be a good fit to work together.
