“Content marketing” is all the buzz for companies trying to attract potential customers and clients. If the concept is effective at enticing external patrons, why not try it internally with your wellness program participants?
What is Content Marketing?
Content marketing is any marketing that involves creating and sharing media and information with the aim of eventually getting customers. Think:
- Newsletters (print or electronic)
- White papers
- Case studies
- How-to guides
Content marketers provide information related to their area of expertise or the products they sell to people who need or want to know more. In the process, the content marketers become the “go-to” people on the subject and the content marketing consumers may be more likely to go to the content marketers when they want or need something.
OK, so how can you apply content marketing to a wellness program? You want your wellness participants to “buy into” the idea of your wellness program so provide them with content related to the benefits of participating in your wellness program, and health and wellness in general.
An easy, effective content marketing strategy for wellness programs: Consider a biweekly eNewsletter blast to employees. eMail vendors make it simple and affordable to create eye-catching, formatted electronic communications that allow you to send out an eMail to hundreds or thousands of people. What’s more, you’ll be able to track which eMail addresses open the communications, click on any embedded links and forward the eNewsletter to others.
You might want to include:
- Information on a certain health topic (such as stress management) that you’ll be featuring in an upcoming wellness event. Also tease to the event itself and link to the sign-up page on your Website.
- A testimonial and photo of a participant who has made healthy changes thanks to a wellness program offering.
- A link to an online tool (like a nutritious meal planner) included in your wellness program.
For more tips, check out: How to Get Your Wellness Program eMails Read by Employees