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The Content Creator’s Guide for Fitness, Health and Weight Loss Businesses

Updated: Jan 30, 2021

Searching Google for health information is not a recent trend. It has been a stable habit and it won’t change anytime soon. Health is our most valuable asset. There are medical shows, medical blogs, medical miracle stories, medical research, and the list goes on and on. Health content is everywhere. It is a vast land field of information and countless niches fall under it.

Today we will focus on the weight loss industry and how to successfully create and share valuable content dealing with health and weight loss.

According to Market Research, the weight loss industry in the U.S is at $72 billion and growing on average at 4% annually. The weight loss industry growth is fueled by the increasing obesity numbers. Medical News Today states that 36% of the U.S population is now obese.

Weight loss, wellness, and health have always been very active and dynamic industries. Unlike many other products and services they usually remain unaffected by political or economic events.

What are some types of fitness businesses?

Even though weight loss can be seen as a niche under the umbrella of wellness, it is still quite vast.

  1. Weight loss programs

  2. Gyms

  3. Weight loss pills

  4. Weight loss consulting services

  5. Personal trainers

  6. TV shows

  7. Weight loss products (shakes, special bars, etc)

  8. Weight loss gadgets

  9. Surgery

In this super-competitive niche you need a strong trusted presence online if you want to claim your share of this large pie.

Much like all the other industries, merely having great products and services is not enough. Content is the bridge between your product or service and the clients.

If you are reading this article you are either part of the weight loss industry or have been hired to write about it.

Step 1: Cover the Basics

Assuming your business is online you will need to learn the basics for creating content for the e-commerce industry. Check The Content Creator’s Guide for eCommerce Businesses for an introduction to the basics.

What are some of the most critical information you need to know before getting started? Here is a summary of basic content writing tips for 2020. For more details on how to expand on these tips consult with The Content Creator’s Guide for eCommerce Businesses.


Who is the main audience?

For example, there is a big difference between writing for teenagers or writing for retired people. To identify your audience, either ask for the client persona (if you are working for someone else), or work with analytics, and do some research to identify the proper audience. This will set the tone, the subjects, the level of detail, etc of the content.

Habits of the Audience

There are many reasons why we need to know the habits of our audience. Understanding the habits of your audience will allow you to publish and promote your content on the most effective outlets, amongst other benefits.

There is a very clear segmentation on social platforms.

Also, there are different reasons why different generations use social networks.

Image via Marketing Charts

Content Purpose

One of the most important tips for content creation in 2020 is to understand the purpose behind the content you are creating.

In short, these are the 6 primary reasons to create content:

  1. Awareness

  2. Interest

  3. Consideration

  4. Intent

  5. Evaluation

  6. Purchase

If you are developing a blog for reviewing and promoting weight loss products, the best way to do a throughout job is to write an article for each of the above reasons.

Step 2: Types of Content

The weight loss industry has always been a fascinating subject. For content creators in the health and weight loss industry, there is a large variety of content to choose from.

Our content writing tips for 2020 include a nice list of ideas to get you started!

What are some content categories:

  1. Weight loss stories

  2. Education material

  3. Weight loss maintenance strategies

  4. Recipes

  5. Products and services that promote weight loss

  6. Weight loss inspirational stories

  7. Extreme weight loss stories

  8. Weight loss tips

  9. Diet plans

  10. Exercise routines

  11. Natural weight loss tips and tricks

  12. General fitness

  13. Success stories

  14. How-to articles

  15. Lists

If you will be using success or weight loss stories, and other user-generated content you will have to prepare for this accordingly. If you have first-hand experience in weight loss, share it as other people connect faster to the writer when they understand he or she is speaking from experience. Sharing personal information increases your credibility in the matter and allows you to be seen as an authority in your industry.

Step 3: Tricks and Tips

Although knowledge in the subject is always a must before you begin developing content for it, there are some other key content writing tips for 2020 we would like to share with you.

Good content is the first step to getting your content read by an audience.

Being that the weight loss business arena is large enough to carry a lot of subjects, make sure you pick a subject you are passionate about.

Also, In addition try to do as much as you can from the following:

  1. Choose your keywords (SEO) based on analytics

  2. Post frequently and on a schedule

  3. Use your inbox and outbox for ideas

  4. Listen to your readers

  5. Explore and use video content as fast as you can

  6. Use images

  7. Be raw and honest about your experiences

  8. Work with influencers, and use micro-influencers who are are looking for ideas and content to promote

  9. Link out to credible sources

  10. Include your blog domain in your email signature, your social media accounts and other data you exchange with people

  11. Leverage your friends, co-workers, and family (if possible)

  12. Use social media share plugins at the end of your content – always!

  13. Learn everything you can about calls-to-action (CTAs)

Step 4: Analytics

Google analytics can not be covered fully in this content guide therefore we suggest that find and learn everything you can about analytics as soon as possible.

Here we just wanted to bring this to your attention. However, just keep in mind that once you set up your analytics the following reports are important to review often:

New users versus returning users.

Where are your visitors coming from?

Are they mostly using pc/mobile/tablet?

What are the most popular articles on your blog? – do more of that!

What is the bounce rate?

Which CTAs seems to work the best?

What is your average session duration?

To get started with analytics connect straight to Google Analytics support.

Step 5: How to Become an Authority

The weight loss industry is already saturated with a lot of authority figures so you need to push if you want to stand out.

  1. Consider picking a subject that is not as popular yet and work at making it popular. At least you will be original.

Have you ever heard of the phrase ‘be a big fish in a small pond’ versus a ‘ small fish in a big pond’?

  1. Simplify complicated data. This will automatically expand your audience. Remember that most people browsing blogs are not looking for scientific data.

  2. Cite your sources and don’t lie

  3. Do your best to sincerely help your readers.

Your readers can sense if you are just writing content to sell products, or if you sincerely are doing your best to give them valuable information to better their lives.

Final Thoughts

Putting aside all the technical stuff one must know to create and publish good content in the health and weight loss industry, caring for your readers is a priority if you want to succeed.

When writing for the health and weight loss industry it comes down to one thing, and that is doing your best to offer value to your readers. The good news is that the health and weight loss industry are extremely dynamic and there is always something new to experiment with and share!

Have you developed content for the health and weight loss industry?

Remember sharing is caring!

What other information do you feel is essential for someone who is getting started in the industry as a writer?


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