If you operate in a highly regulated industry, you know that the rules are strict. From the legal cannabis industry to companies providing wellness supplements, functional foods, wearable devices, cosmetic procedures, and beyond, your
advertising options are significantly limited compared to other industries. While you might not be able to advertise in traditional ways or make certain claims, your marketing efforts can still succeed through carefully crafted blogs and web content. SEO for regulated industries can make a big difference on your overall success – when done right.
What are highly regulated industries?
Highly regulated industries are all around us. From banking and healthcare to transportation and telecommunications, so much of our world’s infrastructure comes from these industries that face strict regulations and oversight. Alcohol, cannabis, pharmaceuticals, and many other industries fall under this category.
What are the challenges of marketing in highly regulated industries?
As a freelance cannabis content writer, I’ve dealt with plenty of challenging regulations. Cannabis brands can’t make medical claims about their products, even if they’re formulated specifically for a certain effect like sleep or pain relief. It’s why many companies hire a cannabis writer who understands compliance and can write effectively without getting anyone in trouble.
The same challenges arise across different highly regulated industries. For example, it’s common to see SEO writers for med spas who understand the complexities of the industry. Since med spas can’t make health claims, they have to be careful about how they write about their services and offerings. Med spa writers know to not make claims like “guaranteed results” or specific promises like “you’ll look five years younger immediately.”
As you might guess, the list goes on and on. SEO supplement writers know to avoid medical claims, for example, as do writers for healthcare service providers.
So how do you successfully carry out content marketing for highly regulated industries? It all comes down to education.
Educational content for regulated industries
Whether you’re writing your own content or seeking a freelance med spa writer, a cannabis writer with compliance expertise, or a compliant SEO supplements writer, you should always focus on education. It’s the safest way to ensure you stay compliant and out of any trouble.
For example, as a freelance cannabis writer, I use wording like “these terpenes have been suggested to aid in…” I point to studies that show promising evidence, while pointing out that we don’t have enough conclusive evidence to know exactly how certain compounds work. There’s nothing wrong with providing scientific evidence, so long as it’s clear that it’s “promising” or “suggested to” work in particular ways.
When writing SEO blogs for med spas, I focus on education and verifiable claims. Med spa writers can get in trouble for unverifiable claims such as “we provide the best botox in the county” because it’s a subjective opinion framed as a fact. My most effective med spa content marketing materials focus on education, like “what to expect at your first microneedling appointment” or “How does botox work?”
The same rule of thumb applies across all regulated industries, especially in the health and wellness space. Content marketing for supplements should focus on education about different ingredients and formulations, with zero direct claims about the results the product will provide.
Your customers are smart. They’re interested in learning more about products and how they work. You can use this to your advantage to produce compliant SEO content for regulated industries that drive real success and conversions.
How does content marketing help regulated industries?
Blogs are incredibly helpful for highly regulated industries that can’t traditionally advertise. Customers are always asking questions about these industries, but it’s up to you to provide content that shows up and answers those questions effectively.
Here’s how SEO for regulated industries can help:
Customers ask a question and find your educational blog. Then, they book an appointment or visit your store because they can tell you know your stuff. - Example1 : Potential customer searches “how does microneedling work?” They find your blog and appreciate the authoritative approach. They feel comfortable booking an appointment.
- Example 2: A dispensary owner searches “best POS for dispensaries” and finds your blog listing out the most beneficial features a POS system includes. They see that your product includes all of the features and decide to book a consultation.
The bottom line is that highly regulated markets face serious regulations and this breeds serious competition. The best way you can reach potential customers is by providing real, authoritative, educational content written by humans.
Need a SEO writer for regulated industries?
You found one! I specialize in compliant content for highly regulated industries. Whether you need a B2B cannabis writer, an SEO writer for med spa content, or anything in between, I have you covered.
I provide 4-blog/month packages and am currently offering
25% off the first month to new customers. Ready to boost your traffic and make real sales?
Contact me today.
