The web has become a resource for consumers across all age brackets. In fact, search algorithms have siphoned through low-grade content and brought the highest-quality media to the forefront of SERPs. The evolution of search has brought credibility back to the ‘net, so now consumers can believe a lot of what they read online.
Brafton reported on a January 2012 study from comScore that found 59 percent of internet users visit health-related websites. These media hubs helped readers self-diagnose their ailments, maintain a healthier lifestyle and keep up with healthcare news. A year later, Kantar Media released a similar report that discovered 87 percent of U.S. internet users look online for health and wellness custom content. The significant year-over-year increase in online activity highlights a clear marketing avenue for brands with health-related products or services. While a company should steer clear from offering any authoritative advice on how to treat various illnesses, creating a healthy living content hub can be a great way to draw in an active online audience and retain their attention long term.
Demand for health web content will only increase moving forward. AARP notes that Boomers are turning 64 years of age at a rate of about 8,000 per day. These aging Americans grew up next to technology’s evolution, and they understand how to utilize the internet for educational purposes. Brands in lifestyle industries with savvy content marketing campaigns can expand their editorial prowess by creating a separate campaign for healthy living enthusiasts. Reporting on the latest trends allows companies to increase their reach and add their unique views to the greater conversation taking place online. Businesses looking to diversify their content writing capabilities should explore avenues that reach consumers hungry for online content.