IIf you're marketing a wellness brand, you need to be exceptionally careful about the way you position your brand and the claims you make. Wellness marketing relies on education as a primary driver of traffic and potential customer acquisition. SEO content marketing for wellness brands centers around one key focus: capturing traffic from common searches relevant to your business offerings. 

Wellness brands need to utilize human writers instead of AI to ensure their content stays compliant, includes all of Google’s E-E-A-T people-first content requirements, and includes factual, research-backed information alongside first-hand experience. 

What AI gets right about wellness marketing

I'm going to be up front. I don't like AI as a concept because I don't like machines replacing human thinking from stolen content. I don't like data centers that suck up finite resources. But I'm not a complete luddite and I understand that businesses will make business decisions based on financial analyses. 

So when a wellness company uses AI for marketing, I'm not immediately going to think poorly of them. However, if they're relying on AI to write educational content and connect with potential customers, I can easily see how they're setting themselves up for failure or compliance concerns. 

Here’s where I think AI can actually help wellness brands hone in on their marketing strategy:

• Brainstorming ideas: AI can quickly produce a list of ideas that wellness brands can sort through and narrow down. This saves a lot of time and can introduce new angles your team might not have come up with. 
• Assist with tone: You can run sentences through AI to see if they’re in line with your overall brand identity. 
• SEO support: If you're not an expert in wellness SEO, you might not know how to structure your blogs and other content in a way that will help them rank higher in search results. AI can provide optimized titles and subheadings, in these cases.
• Organizing data and breaking down research: While AI data and facts should always be double-checked for errors (and trust me, I’ve worked on projects where AI did not deliver optimal results), it can help you move through some of the noise and hone in on the important facts to include in your content. 

In short, AI can help you come up with topics and strategies that can genuinely grow your brand. But in terms of execution, you’re going to have better success hiring a wellness SEO writer to actually produce the content. 

How AI content hurts wellness marketing 

Once you've put together a brief about the blog or content you want to write, conducted some research, and optimized your brand voice, you might think you can just give it all to your AI agent and get a perfect piece of content for your needs. You might get an article that looks great on the surface, reads well, and seems to check all the boxes. But you’ll soon find out that AI content rarely ranks well and can even cause future problems. 

Here’s why: 

• AI blogs lack authority and value: One of Google’s most important factors for search rankings is authority. If your content is generated with AI, it’s using an amalgamation of a bunch of other company’s wellness content. There’s nothing new. You haven’t added any reason for the content to rank higher than what’s already there. 
• AI can’t interview experts: Google loves expert quotes and insights. Journalism-minded content writers can easily connect with experts and get quotes that no other websites have used. 
• AI can’t account for compliance: Health and wellness content centers on Google’s Your Money Your Life policy. It’s evaluated on a higher level than other content. It needs to clearly avoid health claims and present truly accurate information. Anything less can get you in trouble. 
• Other humans don’t want to read AI articles: In one recent survey, roughly 75% of respondents said they would be less likely to read an article if they knew it was either entirely or partially written by AI. Readers want expert information with real value, not something they can generate themselves with the right prompt. 

How to hire a wellness writer for content marketing

I’ve covered how to find freelance writers for your wellness brand in the past. So for this piece, I’ll keep it short: Find someone with proven expertise and skills, look for a journalism background or excellent fact-checking abilities, and read some of their work. 

Or, you can just send me a message directly. After all, I fit the bill! Let’s connect and see how we can bring your wellness brand more traffic and conversions.