⭐This type of content's booming (so mix it in)

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Welcome to Wednesday, Inbox Hackers. Today, we’re getting it on with a Feature Story that shows how seriously Americans take their well-being today and how that’s opening up opportunities for brands. 

A recent survey reveals why nearly every type of business should (and can) weave well-being into their content marketing. 

After that Feature, you can wade into the following sections: 

• The Knowledge Base  

• Self Help (distractions)

• Facts & Stats (ad agency jobs)

• Get Hacking (LinkedIn CTAs)

Appetizer: This Fiverr Ad takes a jab at vibe coding & made me laugh. 

Ok, let’s pop the top on today’s Feature Story…

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Feature Story

Why Every Brand Should Add a Little Health and Self-Improvement Content

No matter what you’re selling, there’s probably room for you to sprinkle in content that helps your audience improve themselves. 

That content might help your customers to:

• Upgrade their position at their job

• Work on heart health

• Fend off dementia through lifestyle changes

• Become laser-focused 

• Avoid junk food

The list goes on and on. People are into health and fitness and self-improvement like never before, according to a recent survey.

3 key findings from the survey…

1. 63% of Americans say they feel anxious about their health

2. 80% say wellness is a top priority in their lives

3. Respondents say they spend an hour daily consuming well-being content

The survey (download here) centered around podcast listeners. But that’s just one option for mixing in this type of content to help your customers. 

You could achieve the same thing with email newsletters, TikToks, or infographics. 

And, yes, I think nearly every type of business could do this without it feeling unnatural. Example below.

Cold Hard Industry Example: Industrial Equipment Manufacturing

Seems impossible with a manufacturer. But remember, the people who buy this kind of equipment are just people. They have stress. They have family members with health issues. They could use more energy. Etc.

So, this type of business could do a series of articles or podcasts on proper lifting techniques to avoid spinal injuries. 

They could also do interviews with heavy equipment operators to get insights on staying focused in a high-pressure job with lots of safety hazards.

Lastly, they could get quick tips from their engineers on how to use systematic thinking to build good habits and stick with exercise routines. 

This positions the company as understanding precision, reliability, and long-term thinking - exactly what buyers want in industrial equipment. The wellness angle humanizes a cold B2B industry while reinforcing core value propositions.

Bonus Example

A landscaping company could focus solely on vision health.

The benefit to their customers would be protecting their eyes (there are over 1,000 eye injuries a day in the U.S.).

There’s endless video examples of people doing dangerous stuff without eye protection. Easy content opportunity for the landscape firm. They could get an employee who’s good on camera to react to all the hazardous activities.

Of course, there are also opportunities to talk about cataracts and diabetes leading to blindness.

The landscape company gains awareness by doing something positive. Helps them reach new customers and potential employees who see the company cares about their staff’s well-being.  

Again, content focused on self-improvement and health can be inserted in any channel. But I do think podcasts are perfect (audio-only).

Why Podcasts for Well-Being Content?

The chart above shows the popularity of the two intertwined categories (health/fitness and self-improvement).

The other top categories don’t offer any openings for content from just any source. SaaS companies can’t weave their message into True Crime or History.

But they can with topics about well-being. And with audio-only podcasting, people are NOT too busy to listen.

Here’s why.

Audio-only shows can be listened to while doing other activities.

The survey showed the following:

• 72% of people listen while decluttering and doing chores

• 56% listen while at work

• 59% listen while exercising

• 60% listen as they meal prep

That proves they have time for content about well-being. Plus, the activities themselves give you insights on what content to produce. 

The Bottom Line

I get it. Not every brand is gonna try this. Some are too stuffy. Some don’t have time.

But it is a true opportunity that’s going to expand. People are sick and tired of being sick and tired.

And it’s not like the CEO or CMO has to produce the content. An entry-level employee who’s good on a hot mic or social media might be the best fit since people trust individuals more than big organizations anyway.

Onward to The Knowledge Base…

Self-Help

Cutting out distractions is one of the hardest things in the world. 

Even Greg McKeown struggles with it, and he wrote the book on it (Essentialism).

It’s one of those habits that drifts away.  

Maybe the only way to stick with it is to not be derailed by the goliath effort it takes?

Maybe the best thing to do is spend a mere 5 minutes a day, swearing to yourself to NOT do just one thing that is a distraction from worthwhile activities. 

Worth a try for 30 days. See what happens.

Facts & Stats

Bonus: 30.2% of Apple’s services revenue comes via the App Store. How much comes from advertising payments? Answer at end of email.

Get Hacking

A specific strategy to implement today

How to strike a good balance on LinkedIn? Can’t promote yourself like Flavor Flav. Can’t avoid hyping yourself up either. 

The copywriter below does it right. Almost every post has an ending. Separated from the post content. 

It links to her profile. Sometimes it’s a fun subtle invitation to view her profile. Sometimes it’s more direct. But I’d guess 7/10 of her posts have a separate CTA after her post’s main thoughts. 

Try that instead of straining to weave a CTA into your posts. Definitely use Glen’s technique if you’re avoiding CTAs altogether. No point being on LinkedIn if you’re not trying to get folks to take action of some sort.

ALT Hack: Make sure vital info on your LinkedIn profile banner isn’t hidden by your ugly mug or beautiful headshot, whichever applies😁.

Thanks for reading Inbox Hacking. Please share it with your peeps - it’s sugar-free but stings a bit.

Shane McLendon - Copy Kingpin

Bonus answer from Facts & Stats section: 30.2% of Apple’s services revenue comes via the App Store. 9.4% comes from advertising payments (WSJ).

“It’s not the best content that wins. It’s the best promoted content that wins.” ~ Andy Crestodina

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