A Guide to Content Writing for Health and Wellness Brands (and Health Content Strategy)

Originally published August 8, 2023 , updated on September 15, 2025

Ask any wellness content writer what their goal is, and you’re likely to hear something like: “To solve real problems for health-conscious consumers, while promoting great products”. 

Unlike generic lifestyle tips, high-quality wellness content is rooted in evidence-based research, actionable advice, and relatable storytelling. By taking this approach, health wellness writers build credibility and help readers make informed decisions. They also help brands to build trust and encourage long-term customer engagement.  

Let’s look at why quality content is so important for health and wellness brands, and some of the ways to make sure you are producing informative, engaging content that resonates with your audience.

The Challenge

Health and wellness content writing presents unique challenges for content writers and the wellness brands they write for. A big hurdle is maintaining scientific accuracy while keeping content engaging. Misinterpreted studies and oversimplified or overstated health claims damage credibility and mislead readers. 

Another challenge is understanding compliance regulations, especially for brands in supplements, mental health, or medical-adjacent brands – where unsubstantiated claims can have legal repercussions.

Health and wellness content writers must also make sure that health content resonates with a broad audience: from beginners seeking basic guidance to seasoned wellness enthusiasts looking for advanced insights.

Finally, the oversaturation of generic advice means brands must work harder to stand out in the wellness space. Here are some common issues customers may be confronted with, and how written content addresses them.

1. Information Overload

Problem: The internet is full of conflicting health advice, leaving consumers unsure which sources to trust. Misinformation and passing trends often overshadow credible, science-backed guidance.

Solution: Well-researched, referenced, and transparent writing helps audiences quickly identify trustworthy information. For example, citing peer-reviewed studies or linking to reputable institutions (like the WHO or NIH) reinforces credibility and simplifies decision-making. This is also an area where hiring an experienced wellness content writer can be a big help, because they know the best “go-to” credible sources.  

2. Lack of Motivation

Problem: Healthy habits are hard to sustain. Without tangible milestones or relatable role models, consumers often lose momentum – whether in fitness, nutrition, or mental wellness.

Solution: To combat waning motivation, wellness content should go beyond vague encouragement and instead offer structured, relatable strategies. Include real user testimonials that highlight struggles and solutions, and give readers tangible ways to measure progress. Providing practical advice paired with human-centred storytelling helps people stay on track with their health goals.

3. Confusing Terminology

Problem: The health and wellness industry often relies on dense scientific jargon or trendy buzzwords that alienate readers rather than help them. Without clear explanations, consumers may misinterpret concepts or dismiss valuable advice as irrelevant.

Solution: Effective wellness content bridges the gap between science and everyday understanding. Instead of simply defining terms, it can be more useful to illustrate their real-world impact by pairing explanations with simple visuals or analogies that resonate with daily experiences. By stripping away ambiguity, brands build trust and help audiences apply knowledge meaningfully.

4. Lack of Time

Problem: Between work, family, and other obligations, many people view health as a luxury they can’t afford. Generic advice like “meal prep on Sundays” or “exercise 30 minutes daily” can feel unrealistic, leaving audiences discouraged before they even start.

Solution: A great health and wellness content writer knows how to meet readers where they are. They recognize that the key problem for most people is that they’re short on time, not on motivation. Try highlighting strategies like “habit stacking” – for example, doing calf raises while brushing teeth – to show how small, efficient actions compound over time. By framing health as flexible and integrated (rather than all-or-nothing), you ensure your content encourages sustainable change.

5. Limited Access to Resources

The Problem: A significant barrier to wellness is the lack of accessible, affordable resources. Many consumers live in areas with limited fresh food options, cannot afford gym memberships, or struggle to access quality healthcare. 

Despite this, a lot of wellness advice assumes everyone has equal access to organic groceries, fitness studios, and healthcare specialists, creating frustration for those who don’t. When content ignores these real-world constraints, it alienates people who need guidance most.

The Solution: Thoughtful wellness content writing bridges this gap by providing realistic, adaptable strategies. Instead of promoting expensive superfoods, try to write content that highlights budget-friendly, nutrient-dense alternatives. For fitness, it can feature no-equipment home workouts and ways to stay active using everyday items. Meanwhile, providing guidance on how to access free community clinics and telehealth options can help readers having a hard time navigating the healthcare system. 

By focusing on accessibility, wellness brands can create content that speaks to users in their actual circumstances. This approach educates and builds trust, while proving that better health is possible, even if you can’t access expensive resources.

The Benefits of Health and Wellness Content Writing

As every experienced health and wellness content writer knows, the goal of great content is to create a connection between brands and consumers seeking change. 

Compelling health content should be: 

• educational, 
• inspiring, and 
• motivational. 

For example, when a fitness brand shares member stories or a nutrition company breaks down complex science into practical tips, they are going beyond just selling something. Instead, they’re connecting with consumers around the issues that matter to them most. And establishing themselves as an authentic voice in the health and wellness space. 

Here are the top reasons why creating this kind of engaging content matters for health and wellness brands:

1. Building Trust and Loyalty

When brands prioritize genuinely helpful information, they prove their expertise and integrity and show themselves as a reliable source of guidance that consumers can confidently return to. Over time, this trust creates a community of followers who see the brand as one that understands their needs and is there to support their health and wellness journey.

2. Setting Your Brand Apart

In a sea of nearly identical products and vague promises, good content makes all the difference. Generic ads get scrolled past while a well-timed article addressing overlooked wellness concerns, for example, gets bookmarked and shared. This type of health and wellness content attracts the right audience and makes people feel understood. It’s also more likely to drive brand engagement in the long-term.

3. Driving Traffic and Sales

Well-researched wellness content attracts new visitors through organic search. By creating this type of content, health and wellness brands attract new customers and increase their visibility, so the content becomes a driver of traffic and sales. This has the added benefit of attracting customers without feeling like an aggressive sales tactic, while still building revenue.

For maximum impact, make sure your content is also optimized for search engines and social media. Partnering with a company that offers health content writing services, as well as SEO, can be a great way to ensure you get it right, while still producing authoritative pieces.

4. Fostering Community and Connection

Content that taps into shared struggles or celebrates small wins creates a sense of community amongst readers. For example, a blog on how your brand supported a small local gym to upgrade their equipment. This type of content keeps audiences more engaged in the long-term, because they feel that they are buying into a brand that resonates with their identity and values. Instead of just buying a product. 

5. Providing Value to Consumers

Quality wellness content removes barriers between people and their goals. A 5-minute desk yoga video helps the overworked employee relieve tension without leaving their office. A budget-friendly dorm-room meal prep guide helps college students to eat well. 

When brands focus on solving real problems they start feeling like an important part of people’s lives. This builds brand affinity that is more sustainable than trends – consumers remember who gave them the tools to improve their lives.

How to Create Engaging Content for Health and Wellness Brands

1. Know Your Audience 

Creating impactful wellness content starts with understanding your audience. Wellness content writers need to develop an understanding of their audience’s daily struggles, aspirations, and emotional triggers. 

For example: A yoga brand targeting stressed corporate employees would craft fundamentally different content than one serving retired seniors, even if both are promoting stress relief. The more precisely you address specific concerns, the more your content will resonate.

2. Highlight Results, Not Only Products

Wellness consumers don’t buy products for the features; they buy them for the outcome. Content should visually and verbally showcase the lifestyle change your product offers. For a fitness app, this might mean before-and-after stories emphasizing newfound confidence over numbers on a scale. 

For a mental health platform, it could be testimonials about reconnecting with family, not just reduced anxiety scores. This helps consumers to see relatable ways a product could improve their lifestyle.

3. Use a Storytelling Approach

Even product pages can incorporate storytelling in a way that makes them feel more personal. User-generated content like customer success stories builds authenticity and posts showing real people using your solution in messy, real-world settings makes them relatable. These narratives show the value of your product more effectively than statistics alone.

4. Deliver Practical, Actionable Guidance

Readers aren’t looking for vague suggestions, they want clear, realistic steps they can implement immediately. For example, for nutrition content, this could mean providing specific meal plans with portion sizes and grocery lists tailored to different dietary needs. 

When content provides this level of practical detail, it becomes a resource readers return to repeatedly. One that builds trust and long-term engagement with your brand.

5. Use a Variety of Content Formats

Wellness content should adapt to how audiences actually consume information today. That might mean posting across platforms, catching your target customers at different moments in their day, or connecting through varied learning styles – like auditory versus visual learners. 

There are also a huge range of formats brands can use to reach their audience, catering to different attention spans and preferences. For example, using a variety of formats like blogs, videos, case studies, social media posts and more can make your content more accessible to a wide variety of potential customers. 

By diversifying beyond text or standalone visuals, you create entry points for every type of learner. This expands content reach and reinforces your messaging.

6. Build Trust Through Authenticity

Modern wellness consumers demand transparency and can spot inauthenticity in a heartbeat. To hold their trust, you need to show the reality behind your brand, which means showcasing your setbacks as well as your success stories. 

This transparency extends to addressing mistakes openly and diverse representation, ensuring visuals and stories reflect diverse ages, body types, and backgrounds. By being open with customers, you’re more likely to build trust and maintain a loyal customer base.

Our Health and Wellness Content Writers Can Help!

Compelling content gives you a powerful competitive edge. Whether you need to simplify complex medical writing, highlight product benefits, or refine your brand voice, our specialized health and wellness content writers can help connect you to your ideal audience.

Every piece we create contains thoroughly researched insights, actionable guidance, and storytelling that builds emotional connections. Our health content writing services cover everything from SEO-optimization to health content strategy. So whether you need blog posts that attract organic traffic to your website or case studies that demonstrate your product’s impact, we have the experience to back you up. 

At Goodman Lantern we are dedicated to understanding how to position your brand as a trusted authority in the wellness space. Let us help you create content that resonates with your audience on a deeper level to inspire lasting loyalty.

Get in touch today to discuss how our health and wellness copy writers can amplify your brand’s impact.

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