5 Types of Online Content That Build Authority in the Health Industry

When customers are turning to you for health solutions, it’s important you show off all the authority and thought leadership you can. There’s no better way to do this than with an effective content marketing strategy. Content marketing isn’t limited to blog posts and YouTube videos. There’s a lot you can do to establish your credibility in the health industry, which is exactly what we’ll cover in this post. Here are 5 content types working to establish brand trust and loyalty in the health industry today.

1. Live Video

If you know anything about online marketing, you know that video content is currently the most popular type among Internet users. Now that the video landscape is becoming more competitive, it’s important you compete in small niche spaces with highly targeted audiences. Live video is a great way to engage with audience members by answering questions they ask in the chat while you’re talking live. Plus, it shows the full transparency of who you are in the present moment with your customers, which is the best way to present yourself if you want to build brand trust—the key to selling health products or services online.

If you already create video content, you can shoot live videos in the same location and with the same setup. Or, you can take a more casual approach, such as shooting a live stream for social media when you’re at a scenic spot outdoors or you’re cooking dinner in front of the camera while you talk about the best keto diet foods.

2. SEO-Optimized Articles

Did you know that over a billion health queries are searched on Google each and every day [1]? SEO-optimized articles are your golden ticket to a chunk of that highly targeted traffic.

When you have well-written articles ranking at the top of Google searches and getting high amounts of organic traffic, new prospects will see that your business is established. These articles and any engagement in the comments section show that your business has already been providing value effectively for some time. Be sure to respond to comments and have a presence in the comment section below blog posts, showing you interact and engage with your customers online.

Work with a talented freelance health blog writer to put out some SEO-optimized article-type blog posts. They should include keywords currently ranking for similar or related pages in your niche. (Kind of like stealing your competitor’s keywords). Posts should be broken up by several H2 and H3 headers and be at least 1,200 words in length. It’s best to work with an SEO-minded writer, since they will be up-to-date with the best practices.

3. Infographics

Part of building authority in the health niche online is getting social proof. Infographics are a great way to get social proof, fast. Shares and likes come in easily when you present a professionally made infographic, which, again, you can outsource—or use a tool like Piktochart or Venngage. Even people who don’t like to read won’t be able to overlook a beautifully designed, eye-catching infographic on social media. 

Make sure you optimize the Infographic’s size for each social media platform, such as Pinterest, Facebook and Twitter, to ensure the best user experience. Providing an infographic that quickly delivers valuable information people want to share will help establish your brand’s authority and trust through social proof.

4. Quizzes

Quizzes are a great way to demonstrate your knowledge and establish yourself as an authority in the health niche. Online quizzes aren’t just for entertainment. Have you ever taken a health quiz online, such as “do you have leaky gut syndrome?” or “do you have adrenal fatigue?” in which you were asked about your symptoms? These quizzes can provide more personalized answers to the questions your target customers are searching for on Google. By giving them the most personalized answer they can find, you instantly become their top authority online. 

Plus, interactive content like quizzes are shown to get more engagement, which means more shares and more traffic to your website. You can use this traffic generated by quizzes to funnel customers into your email list, by requiring them to put in their email address in order to see their quiz results.

5. Emails

Email is a professional and effective content format, where people open their bills and receive important communications with parties like their children’s schools, their doctor’s offices and their financial institutions. Inserting yourself in their inbox makes you an authority, as a party sending out emails that provide helpful information. 

The best way to leverage email marketing as a content strategy is to segment your email list and send out tailored content to each list. This shows your customers that you care about them. They see that you know what they’re interested in, and you only send them content relevant to that. 


Are you leveraging these 5 content types in your business? The more of these you incorporate into your content marketing strategy, the more you can demonstrate your authority in your industry and educate your consumer base about the solutions your business offers. 

Content that requires you to “show up,” such as live streams, videos and social media posts, are great for establishing brand trust and loyalty. Your audience will keep returning for more of the value you’re providing. As a result, you’ll be able to nurture your leads and re-sell to your past customers. SEO-optimized articles will help you generate traffic from Google searches from your target customers. Meanwhile, interactive content like quizzes and infographics will get your content more shares and grant the social proof and authority you need.

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