5 Ingredients of a Healthy Content Marketing Strategy in Healthcare
5 Ingredients of a Healthy Content Marketing Strategy in Healthcare
Content creation and optimization continue to dominate the inbound marketing sectors of healthcare and wellness. More than ever before, potential patients are extra curious about their health and well-being and are actively searching for credible, succulent information’s that they can act upon.
If you don’t believe me, it’s actually up to 80% as of 2003. It’s more than tripled by now. That means over 80 percent of Internet users, or about 93 million Americans, have searched for a health-related topic online, according to a study released Wednesday by the Pew Internet & American Life Project. That’s up from 62 percent of Internet users who said they went online to research health topics in 2001, the Washington research firm found.
So in order to reach these hungry individuals and make an impact on their lives, healthcare companies have to continually update their content across all touchpoints to provide relevant information, at the right time.
To build an impressive content strategy in the healthcare industry, these are 5 basic ingredients you must include:
Personalization
It’s all about creating the right message to hit the customer at the right time, using the brand voice to reinforce the experience they will have with your organization. When it comes to content, using keywords that target specific demographics goes a long way. Think about your customer’s pain points and create content that they are searching for throughout keyword research.
Be Human
The last thing you want is to be perceived as an information-regurgitating robot. It is easy to automate some of your content generations, but if it doesn’t have that human touch, it will be one of the fastest ways you lose your audience. To prevent this from happening, all your content must be engaging, personable, and easy to understand. According to a B2B content survey, “81% of B2B leaders surveyed said that engaging in compelling storytelling is one of the most important elements of effective content.” By sharing a story and having a human voice, your customers are more likely to relate and see the value you’re providing.
Automate/optimize
In order to have an effective content marketing strategy, you must make sure that you drizzle in a few keywords that you want to be known for. In order to select the right keywords, you have to dedicate some research time to understand what customers are searching for when discussing the topic matter, you’ll be covering. That way, you can use these keywords across all your channels to make sure you have a consistent and clear message that is directly targeting those customers’ needs and is aligned with you.
Repurpose
The easiest way to have an effective content strategy without doing a lot of work is leveraging platforms to repurposes your content whether it’s blogging or a podcast. These platforms allow you to take snippets of content out the whole and post as separate pieces of content. You can easily take one piece of content and divide it up into 10-25 additional pieces, allowing you to repurpose without creating over and over.
Keep track of your goals
Finding a way to create metrics to see if your content is working is key to successful content mapping. You’ll want to test and find alternative ways to cut through the noise. Develop metrics and lagging indicators to better inform your content strategy will help optimize the best content and help you make a better decision moving forward.
As a Healthcare Marketing Consultant, I work alongside you and your leadership to further build a brand your patients will love including creating coming up with a creative strategy for your content. The path from a misguided brand positioning and messaging to increased customer retention to notable growths in profit depends on the message you are sending to your patients. More than ever before, potential patients are extra curious about their health and well-being and are actively searching for credible, succulent information’s that they can act upon so let’s give them valuable content at the right time that will bring you more retention and patients.
Looking for other ways to stand out. Check out the other blog post on Waiting Room ideas to improve patient experience.
