Written by Rebecca Van Laer
July 21st, 2020
Written by Rebecca Van Laer
Isolation tanks. Aerial yoga. Fasting. Jade eggs.
The $80 Billion health and fitness industry has come a long way since the days when Nordictrack and the Atkins diet ruled the land. Today, it’s crowded with more players and trends than ever before. As people look for new ways to care for themselves, reach fitness goals, and improve long-term health outcomes, the health and fitness industry skyrockets.
Yet carving out your niche requires you to create and deliver high-quality blog content to your target audience.
People look to health and wellness blogs to provide accurate, reliable information that improves their mental and physical health. How can you balance this important responsibility with your brand voice and long-term goals? This is your guide to blog writing on health and fitness.
As a health and fitness blogger, it’s important to stay true to your brand’s voice while providing accurate information to the public.
While a fashion blogger may have wide leeway to say whatever they want about a recent runway show, a health and fitness blogger’s words can have a greater impact on people’s health.
As such, they’re subject to more regulation (as we’ll discuss in the next section), and require different strategies.
But before we get into what you can’t blog about, let’s talk about some must-dos for blog writing on health and fitness.
As a health blogger, it’s important to:
When you’re drawing on research to create your articles, it’s important not to overstate researchers’ claims.
Say you’re writing a post on the benefits of yoga with cats. Maybe your studio is even introducing a new class in collaboration with a local animal shelter. As part of that post, you come across a piece of research that says:
“dog and cat owners make fewer annual doctor visits and are less likely to be on medication for heart problems and sleeping difficulties than non-owners.”
Say you want to include this research in your article. There’s a right and a wrong way to do it:
Qualifiers like “some” and tentative verbs like “suggest” help you hedge rather than making claims you can’t really support.
Learn the art of hedging while blog writing health and fitness content to generate posts that engage your target audience without any harmful misinformation. This is essential both for public health, and the health of your blog—serious inaccuracies could in some cases land you in hot legal water. Which brings us to...
In addition to the above steps, it’s important to understand any regulations that may apply to your health and fitness blog posts.
If you blog about healthy living, you have a responsibility—and depending on your specific focus, several kinds of regulations could apply to your blog posts.
Let’s take a look at each.
The Federal Trade Commission ensures truth in advertising. They ensure that promotional content (including blog posts) follow two broad rules: “Advertising must tell the truth and not mislead consumers. In addition, claims must be substantiated.”
FTC regulations apply in the following cases:
Keep in mind that FTC regulation applies to all advertising, so if your health blog posts promote a product or service, they apply.
While FTC guidelines are broadly applicable, the Food and Drug Administration plays an additional role in making sure certain products come with accurate, scientifically-backed claims about their benefits.
You’re probably used to the long disclaimers at the end of pharmaceutical commercials. As you can tell from these, the FDA has a list of regulations for prescription drug manufacturers. These companies hedge, too: they say that a product might help rather than claiming it’s a miracle solution.
In addition, they provide a long list of potential side effects.
To avoid issues with the FDA, it is sometimes best to avoid the mention of any specific disease when advertising an FDA-regulated product.
Other sectors regulated by the FDA include:
The Health Insurance Portability and Accountability Act ensures that medical patients’ privacy is protected.
If you’re blogging for a medical practice, hospital, or other HIPAA-regulated organization, that means you have to make sure none of your posts contain information that could breach a patient’s privacy.
Once you’ve figured out how to balance accurate, regulation-compliant information with your unique brand voice, you’re ready to take off running.
But what should you write?
If you’re creating a company blog, your audience will get tired of repetitive posts promoting your product.
If you’re an individual blogger, you can only write so much about your personal experience without losing readers’ interest.
It’s important to have strategies to create unique, organic content that readers actually want to engage with. Try out the following blog writing techniques to keep readers engaged:
The more blogs you write, the easier it is to generate fresh topics and keep the variety coming.
As a blogger, part of your job is to stay ahead of the curve. Not every trend is relevant to your audience, and some are medically unsound.
However, keeping your finger on the pulse of healthy living can help you identify new areas to build content.
If you try out a new blog post on Ayurveda and functional movement, you might hear crickets in the comments—or it might introduce you to a whole new user base.
Since most successful bloggers post bi-weekly or more, you have plenty of room to experiment.
What’s stopping you?
Are you looking for fresh content for your health or fitness blog? Connecting with your audience, complying with relevant regulations, and coming up with new blog content can be a tall order. At Copycat, we have the health and wellness expertise to create research-based articles that satisfy everyone from picky regulators to curious readers.
Our writers have a wide range of critical and creative backgrounds they can put to use in your health and wellness blog.
Curious to see what we can do? Request your free piece of content today.
F45Invest. Why the fitness industry is booming. https://www.f45invest.com/blog/why-the-fitness-industry-is-booming
Social Indicators Research. Health Benefits and Health Cost Savings Due to Pets. https://link.springer.com/article/10.1023/A:1006892908532
Federal Trade Commission. Advertising and marketing on the Internet. https://www.ftc.gov/tips-advice/business-center/guidance/advertising-marketing-internet-rules-road
CHPA. Advertising dietary supplements. https://www.chpa.org/DS_Advertising.aspx