A report from AYTM Market Research found that an increasingly high percentage of men are interested in diet advice. However, many are unsatisfied with the advice and content currently available to them, with 65 percent saying the plans they see advertised do not appeal to them. Content marketing opportunities abound for health businesses that take the time to target their blogs and articles to this audience.
Businesses in this industry need to understand the needs of male shoppers and adjust their strategies to better appeal to them. More than 56 percent said they have tried some form of new health plan in the past, but most saw only moderate improvements.
Creating articles as part of an overall content marketing campaign that discuss best practices and guide people – particularly men – in their diets can help improve the effectiveness of a health or lifestyle company’s plans. Men included in the survey were generally responding to print content or televised information about diets, but men are increasingly moving toward digital channels to do research and Brafton has reported that men outperform women in terms of sharing online content.
Other industries have used increased demand for information to inform targeting for content marketing – especially as prospects increasingly turn to the web to research purchases. Among the industries men are looking into more frequently on the web is fashion, which presents a similarly strong content marketing opportunity.
Brafton recently reported that 89 percent of consumers turn first to the web to research new purchases. Search engines are the channel that prospects on the internet use to begin their research. Creating website content will help businesses improve their search standing, while also helping to inform these prospects.