It is well and truly the age of wellbeing. Like it or loathe it, we’ve reached a day where rockstars are less likely to be partying into the early hours, instead swigging a green smoothie ahead of yoga at sunrise.
But the industry is nothing to be scoffed at - market researcher Euromonitor confirmed the health category is worth a pretty penny, expecting to hit a record high of $US1 trillion by 2017. This will continue a growth pattern that averages at eight per cent each year.
As the Guardian UK recently explained in an article titled ‘Green is the new black’: “It’s easy to mock this phenomenon, but it is big business now. Wellness gurus accrue lucrative endorsements from health food brands, exercise equipment makers and spas, which they promote on their blogs. Publishers cannot give them book deals fast enough, and bestseller lists in the UK, Australia and US are filled with volumes on wellness.”
BD speaks to some of Oz’s favourite wellness writers to find out just how they made their mark on a booming (and increasingly saturated) industry - including Sporteluxe founder Bianca Cheah, Kore Wellbeing’s Kate Johnston, wellness coach Jessica Sepel, and Wellbeing by Blake’s Blake Worrall-Thompson.
Why did you decide to begin blogging about health and wellness?
BC: When I started there was an obvious gap in the market which based on my lifestyle and experience I felt I could fill. From that point it has developed into a platform with over 30 professional advisors covering everything from fashion to sleep hygiene.
KJ: For me, education is so important. I love working one on one with my clients in clinic, but I feel like I have a much broader message that I want to share, and blogging was a means for me to touch way more people’s lives. The internet is most people’s go to place for information before they make the decision to see a practitioner. If I can provide people with really sound, evidence-based advice and information, then it empowers them to make better day to day decisions about their own health journey.
JS: I’ve always been interested in nutrition, having come from a family that prioritises real, whole foods. In my teenage years and early 20s though, I developed a negative body image and food was one way to control it. I tortured myself to the point that food was the enemy. From that point on, I committed to understanding nutrition and how my body works. It shifted my mentality. I started blogging to document my own journey and to share the knowledge and recipes I was creating with others.
BWT: I felt that people were really confused about what it took for them to get the body they wanted and the health they needed. I thought if they could find a trusted source that supported them towards achieving their goals, life would be a lot less stressful for them.
What do you find is the most popular content amongst your audience?
BC: The influencer articles always do really well because they generally carry a positive message and have personality - readers love this because it becomes personable and relatable.
KJ: Myth busting – there are so many myths and misconceptions out there, particularly with regard to nutrition. Oftentimes information is taken out of context and completely sensationalised which leaves people feeling conflicted.
JS: Content that is honest and open. Whether it be about where I was at a point in the past, reflecting on my experience to give advice to others, or where I am in the present, I find that people connect to honesty. I’ve healed my relationship with food and with my body so much, but there are always days where I’m not feeling my best or my body needs to rest. It’s okay to be human, and I think that’s why this content is the most engaging – because you show your human side.
BWT: The most popular content tends to be the more raw content. The content where you are most vulnerable and share some of your deepest secrets. That helps connect with people, it helps humanise you, and it makes you relatable.
What is key to standing out in the current marketplace?
BC: Knowing your brand, respecting your readers and ensuring you never lose your voice.
KJ: Authenticity for sure. I try not to look too closely at what other practitioners are up to - we are all friends, and we ultimately are working towards the same end goal. I just am totally myself – my videos aren’t scripted, I post photos of my cat, I rarely accept product to promote unless I wholeheartedly believe in it, and I write from the heart. I think that has really helped in establishing my brand, and also attracting a client that I truly resonate with, rather than one who thinks I may be someone that I’m not.
JS: Everyone says it, but you must be yourself. If you are truly open and honest with your online community, they will connect with you and give you as much love as you give them. Be the best, most positive person you can be and know that that’s enough.
BWT: The key to standing out in your marketplace is not trying to do everything. Find the niche that you most enjoy and dedicate your time and energy to that.
Do you believe qualifications are essential for health blogging? If so - which?
BC: That really depends on the style of [your] blog and how you communicate to your audience. I strongly believe a qualification is required if you are coming from an authoritarian standpoint in your specified field. On the other hand, if the blog is more opinion based quoting and referencing professionals is more than acceptable.
KJ: Absolutely. I love that there is a surge of interest in health and nutrition but it is challenging for me as a clinician when people would rather take the word of an unqualified blogger, as opposed to an educated professional. You need to be qualified in whatever field you are blogging. If someone wants to blog out of love and passion I think that is great, but make sure that you are very clear in your language and acknowledge your limitations – inspiration is fantastic, but what works for you may not work for someone else.
JS: I believe qualifications are very important if you’re putting yourself out there as someone who is giving advice that people are following to alter their diet or exercise regimen. I have a Bachelor of Health Science and an Adv Dip Nutritional Medicine, and it’s a combination of this theoretical knowledge with my experience in clinical practice that gives me the confidence and ability to promote a healthy lifestyle in a meaningful and informed way.
BWT: I think it’s important to have qualifications - and it definitely gives you more credibility - but often your own personal experiences and client testimonials give you plenty of credibility as well.
Image crop: @biancamaycheah
