Is Your Content Built to Last? The Case for Blogging in the Wellness Industry
I recently tuned into a podcast where marketing wizard Seth Godin was asked what is one thing marketers should do daily, and that was to produce blog posts. He said, ‘It doesn’t matter if anyone reads it. Blog every day. Because the act of writing something down that you believe in, that you’ve thought about, and knowing you have to do it again tomorrow will make you better at everything you do.'”
This idea got me thinking about content longevity and the unique benefits of blog posts, especially for wellness and health professionals. In a world where social media posts are quickly forgotten, blogging offers a rare opportunity: the chance to create content that keeps working for you long after you hit “publish.”
For those in wellness, where building trust and sharing expertise are vital, blog posts serve as enduring touchpoints for your audience, providing meaningful resources to support their journey over time.
Creating blog posts for your website not only builds your online presence but provides a resource that stays relevant over time. In contrast to the quick, fleeting nature of platforms like TikTok or X (formerly Twitter), blog posts act as an anchor, bringing your audience back to your core messages even months or years after they’re published.
Neil Patel recently released a study that reveals the vast differences in engagement lifespans across social media platforms.
According to the study, TikTok and X (formerly Twitter) posts have a “half-life” of just 10-39 minutes, meaning they lose their reach and relevance quickly.
In stark contrast, blog posts have the potential to continue driving traffic for up to two years. When optimized for SEO, blog posts can become powerful evergreen resources, continuously attracting new readers and providing ongoing value.
For wellness professionals, this data underscores the importance of focusing on content that aligns with the depth and thoughtfulness your work requires.
Blog posts not only serve as enduring resources but also help establish authority in a way that short-lived social media posts cannot.
As a wellness or health expert, your work is grounded in helping others—whether through lifestyle changes, mental health support, or physical wellness. But the demands of running a biz, coupled with the need to keep up with social media and content, can make marketing feel exhausting. The pressure to constantly produce fresh content to stay relevant is real, and it can drain both your time and creativity.
However, imagine a different approach—one where your efforts today continue to serve your audience months or even years down the road. Blogging is an investment in lasting impact. It allows you to share insights and advice in a format that stands the test of time. Unlike the fast-paced, fleeting posts on social media, a blog post can offer depth, context, and guidance that your clients and followers can return to when they need it most.
Neil Patel’s data on engagement lifespans shows that content like blog posts, along with platforms like Pinterest and YouTube, offer far longer-term engagement compared to quick-hit platforms like TikTok or Instagram. This means that with a well-planned strategy, each blog post can serve as an intentional part of your overall content library, attracting, engaging, and educating your audience over the long term.
Your work in wellness is about fostering long-term growth and transformation. The content you share can mirror this approach, offering your audience a source of steady, reliable information.
Blog posts are more than just digital content—they’re a lasting part of your professional identity, a way to reach people who are seeking answers and inspiration. They allow you to create a library of insights, positioning you as a trusted resource and a voice they can turn to again and again.
Pro-tips:
- Produce evergreen blog posts.
- Write blog posts relevant and aligned with your content themes and pillars
- Follow the EEAT formula
- Blog most days.
- Re-purpose.
As you consider your content strategy, ask yourself: What kind of legacy do you want to build in your field? Are you willing to invest in content that grows with your audience, or will you stay caught in the cycle of quick engagement?
