1) Editorials or opinion pieces
Tell the world your position on a topic that matters to your customers. Just make sure your facts are straight.
Example: a dietitian’s column commenting on new research questioning saturated fat guidelines
2) Warnings and red flags
Give your readers a heads-up on urgent health concerns.
Example: a health club’s warnings to members about new reports of heavy metal contamination in certain protein powders
3) Links to other related blogs or websites
Pick and choose this content with care – after all, you’re sending your readers to this blog or website, so it reflects on you.
Example: a weight loss program links to Hungry Girl’s food substitution tips, or a wellness center links to Therapro’s website, which carries hard-to-find speech and occupational therapy products for families and professionals.
4) Links to podcasts
These short audio snippets are a great way to stay present in the minds of your clients.
Example: ideally suited to personal training or nutritional coaching “tip for the day/week” formats, a few brief words of inspiration, short interview excerpts
5) Links to videos
Short videos let you show people what might be hard to describe in mere words.
Examples: a snippet from a real-life training or counseling session at your physical therapy or lifestyle medicine clinic, show-and-tell with a cool piece of new equipment at your fitness center
6) White paper downloads
These in-depth reports on a specific topic can be 5 pages long or hundreds of pages. Great for educating customers about the principles, philosophies, or scientific findings behind your products and services.
Example: a five- page corporate wellness report on “Strategies For Improving Employee Health In Shift Workers” or a seven-page report from a wellness center on “Using Exercise To Reduce Your ADHD Symptoms”, including references to recent research.
7) Photo galleries or online scrapbooks
Photo galleries in your business or online scrapbooks can be wonderful ways to prompt word of mouth.
Example: an online scrapbook with pictures of the kids who attend your health club’s after-school activity program or the teams your sports conditioning business sponsors
8) Success story excerpts or links
These profiles are a wonderful opportunity to showcase customer successes and, more subtly, the role your business played in helping achieve those wonderful successes.
Example: your physical therapy clinic profiles an older man who successfully completes a Turkey Trot after coming back from a long period of inactivity caused by knee problems.
9) Case study excerpts or links
A case study is more objective and typically more in-depth than a success story or customer profile. It delves into what’s been tried before, why it didn’t work, and explores why a new approach was successful this time. Start with these guidelines.
Example: case study of a client with fibromyalgia and how your wellness center’s services helped her after numerous other treatments fell short
10) Interviews or profiles
A wonderful opportunity to enhance the credibility and perceived expertise of your business while strengthening customer or networking relationships
Example: profile a local psychologist who specializes in women’s concerns, or a customer, asking them to answer, say five questions about their experiences as a new runner or preparing for an ultramarathon.
11) Q&A with your staff
Address questions that bubble up frequently from your customers.
Example: Should I eat grapefruit when I’m taking cholesterol medication? How can I help my child lose weight?
12) Q&A with other customers
You’ll flatter the customers you ask to participate – and everyone’s interested in hearing what peers think about things.
Example: A Q&A sharing selected health club members’ experiences with tips for weight loss and becoming more fit
13) Q&A with experts
This one benefits your business with an “instant” halo effect while giving your customer trusted perspectives.
Example: A teleconference or videoconference panel discussion for employees at your corporate wellness clients on overcoming the challenges to raising active kids, or a Q&A about workout trends sponsored by an equipment manufacturer selling to health clubs
14) Quick tips and other news you can use
Short and sweet soundbites that readers can use immediately.
Example: a weekly tip for working physical activity into a busy schedule or a quick snack suggestion.
15) Content written for a specific customer segment
These features give you the opportunity to tailor content to different types of customers.
Example: feature content for stay-at-home moms this month, and an article for road warriors next month.
16) Fun content – games, puzzles
While fun stuff appeals to kids, adults enjoy it too. Let your creativity and inner child run wild!
Example: trivia contests, fishbowl drawings, guessing games (e.g., how many members visit this club every month)
17) Community updates and activities
Publicize important events and activities, either within your community of customers, or the municipal community.
Examples: Within your customer community: anniversaries, celebrations, birthdays, key life events.
Within the municipal community: local health screenings offered by hospitals and at shopping centers, cycling and running events, women’s health fairs, relevant speakers, etc.
18) Polls and surveys
Choose what’s interesting to your audience and appropriate for your business focus. These can range from the silly to the serious.
Example: how many breaths does the average person take in 30 minutes on a treadmill (silly) or how many “colors” do you eat most days (serious).
19) Checklists and handy references
Folks love tip sheets, checklists, shopping lists and other quick reference tools.
Example: a weekly checklist people can download with 5-8 healthy living reminders
20) Quizzes and self-assessments
And almost everyone loves quizzes, self-assessments, and self-tests, too.
Example: five to ten questions that explore “How Well Are You Handling Your “New Mom” Stress?”
21) Recipes, recipe makeovers, and cooking tips
Invite input from your customers.
Example: this month’s recipe makeover: Mom’s Thanksgiving Green Bean Casserole
22) Special events at your business
Issue invitations and reminders for free or paid events you’re hosting.
Examples: open houses, lunch-and-learns, try-before-you-buy or first-class-free promotions
23) Coupons, discounts and other marketing promotions
Provide links or special codes that readers can use in your business.
Example: 25% off coupons, bring-a-friend, buy-one-get-one, final date to enroll!
24) Referrals and coupons for other businesses
Choose related businesses likely to interest your customers
Examples: plant nurseries, specialty trainers (e.g., Masters swimming coaches) or local running or cycling businesses
25) Cross-post your content
When you send your newsletter, post links on your blog, Facebook page and tweet key items to your followers. If you post new material on your blog, Facebook or Twitter, remember to include it in your newsletter if it’s still appropriate and timely when your next publication date rolls around.