All businesses can benefit from content marketing. Content marketing can boost your SEO rating, helping customers find you faster through online searches, as well as help position you as a resource to your customers. It’s a very valuable part of your overall marketing strategy.
Topics related to healthcare are some of the most searched on the internet. This means that health care providers and businesses potentially have a built-in audience for their messaging. Additionally, using content lends credibility to healthcare businesses – if the company or office can write knowledgeably about relevant topics, it makes them seem like more than just another provider.
Here are some ideas to help make the most of your healthcare content marketing.
Watch the Trends
The world of healthcare is always changing. New studies point to new science which can create new treatments. Staying on top of what’s being searched and what new topics are trending on the internet can help you shape your content plan to continue to bring audiences relevant information.
Good content can also be repurposed seasonally. If you have an excellent blog about the benefits of a flu shot, how to prevent illness during travel season, or the best over the counter allergy remedies, you can always repost this content to social media to grow traffic to that specific piece of content, but also to your brand.
Research Your Market
All healthcare content isn’t the same. Pharmaceutical companies will have a completely different market than a local family doctor’s office, but there might be some overlap. It’s important to understand what content will resonate with the end user who will eventually be using your product or service.
When digging into what’s appropriate for your particular audience, you’ll want to decide on a marketing research methodology. This is the method that you’ll ultimately use to understand the questions and concerns of your content marketing audience. One marketing research technique is to use data and statistics – things like past sales information, as well as the demographic or census information from a particular area, can tell you a lot about your audience. Another research technique is to collect first-hand information right from your customer, often through customer surveys, interviews, or focus groups. Whether your customers are B2C or B2B, it’s important to have a foundation of knowledge of what your customers care about so that they will see your brand as informed and trustworthy.
Find the Right Content Mix
Like all content marketing, companies need to focus on having the right mix of elements. While a blog is an excellent start, you’ll want to consider adding videos for maximum engagement. Also, content like customer reviews, product testimonials, whitepapers on the industry, specific provider profiles, and new research count as part of your content marketing material and can be extremely relevant for healthcare content marketing, as these all lend themselves to growing a business’s credibility and trustworthiness.
Collaborate with Experts
One of the best things you can do for your brand is to align yourself with well-known, trusted industry experts. Both B2C and B2B users benefit from resources that examine other people’s experiences with your brand or sources that stand with and support your brand’s message. An interview with a doctor, professor, researcher, or other industry experts can go a long way to help establish your organization as authentic and reliable. Equally helpful is content that collaborates with individuals, such as case studies with patients.
With the right marketing research to help you personalize your content, strong partnerships in the industry, and an eye on what’s new can all help you create a solid healthcare content marketing strategy that will serve your business, providers, partners, and patients for years to come.