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Nutrition Content Marketing – Tips for Success

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Intro
In this Business Toolkit article Teri Lichtenstein from FoodBytes share her tips for success when it comes to Nutrition Content Marketing. Teri's article is a great read for those just starting out or for the well established blogger who is looking for some new tips.

 


At the Dietitians Association Conference earlier this year, together with fellow dietitian colleagues, I presented a session on how to develop a content strategy for social media. Following this workshop, I had many dietitians approach me with a desire to start their own blog, but a nervousness of where to begin, concern that they won’t have enough content to blog about and not enough confidence in their ability to stand out from the masses.

Speak to any fellow dietitian who has their own blog and I can assure you that at some point they all felt this way. A blog, like all social media platforms, is a conversation platform. As dietitians, we are trained to use skills that at their essence rely on the art of conversation. We consult face to face in private practice and engage with fellow health professionals in clinical settings. How many of us have had hundreds of conversations with friends and family who want to ask our advice about the latest diet fad? 

Just like you would plan your approach for a face-to-face conversation with a patient or a doctor, so too with creating content for social and digital media, you should plan in advance. Here are my top tips for successful content marketing.

1)    Keep at it

Like all rewarding things in life, it takes dedication and commitment to be successful at content marketing. If you decide to journey down the social media road, decide how much time you have to commit to whatever platform you choose and what resources you have available (especially the valuable time resource!). A great way to get a foot in the door is to approach other blogger dietitians and credible nutrition organisations and offer to write a guest blog post. For example: 

  • n4 food and health provide a number of innovative print and online platforms for dietitians to publish their work; including newsletters, magazines and websites. It’s a great place for Dietitians to start blogging or for experienced writers to share recipes, articles or simple nutrition facts with a whole new audience.  
  • The ScoopNutrition regularly offers intern programs to student dietitians wanting to practice their social media expertise. This is a win-win as allows students to gain exposure and helps the busy dietitian who lacks time to write new content. 

You could also approach organisations that help bloggers reach a wider target audience, e.g. SourceBottle and BrandMeetsBlog. The most important thing to remember is to keep persevering. If you believe you have a unique nutrition perspective, chances are there is an audience out there willing to listen and learn.


2)    You need a strategy

Writing a few blog posts and sending out a few tweets is not content marketing. Whilst you might get a few initial results, to build your brand and reputation, maintain loyal followers and ultimately drive sales or generate income, you need more than activity. You need a strategy.  This means taking the time to:

  • Decide what your brand (your brand could be you) represents and what type of content you want to offer to your readers. In today’s cluttered world of online nutrition, you are more likely to get cut through if you can find a niche offering that appeals to a wide enough target audience.
  • Once you have defined your brand positioning and whom you want to target, make an effort to understand your audience – what type of content gets the most engagement and what motivates them to interact with you further. By listening and responding to your target audience, you will able to continually tailor your content to suit their needs.
  • Establish conversion goals so you can see if your content is working for you. Decide what actions you want people to take when they read your content – e.g. download an e-book, leave a comment, share your post, buy a product from your website. 

 

3)    Just do it!

Whilst I strongly believe you need a strategy and plan, I also think it’s important not to get bogged down with trying to get every piece of content

perfect. Create some content straight away and test it with your target audience to determine how well it resonates. Use Google Analytics for your blog and the various free analytics tools for your social platforms to see what gives you the best engagement and generates the most conversion goals.

Content marketing isn’t rocket science but like many things, it is a continual process of trial and error. If you look at many of the successful nutrition blogs around like ThinkingNutrition or FoodWatch (there are so many to list!), they all started with one post and one follower and grew from there.

So I hope that by the time I meet some of the dietitians at next year’s Dietitians Conference social media workshop, there will be much lower levels of nervousness and much higher levels of excitement at the ongoing journey of using content marketing to keep the nutrition conversation going. 

Nutrition Content Marketing – Tips for Success
Teri Lichtenstein
Accredited Nutritionist (AN), Accredited Practising Dietitian (APD), Dietitian, Nutritionist, Sports Dietitian, Sports Nutritionist