Healthcare content marketing tips
With so many people turning to the Internet to find health and wellness information it is important to have a robust content marketing healthcare strategy.
1 Start with a Strategy. Ad hoc content marketing is expensive, not targeted and ineffective. Develop your content marketing strategy and execute to ensure you hit your content objectives. Look at ways to include Paid/Owned and Earned content and always start with a Content Audit before you develop a new content suite.
2 SEO – Investing in content can be expensive so ensure that it is found in Google by creating content that is not only relevant and timely but also keyword rich addressing your customers needs. Also don’t forget about content dissemination services such as Outbrain to give you further reach.
3 Answer Your Customers Questions Producing relevant content is key. The Cleveland Clinic aims answers a range of patient questions with their site, HealthHub.com It is a great example of being relevant, providing a service and highlighting your brand
4 Jargon – Ensure your content speaks to your audience not your chief medical officer!
5 News Jacking – Seek out opportunities to position your health brand as an authority whether it is aged care or healthtech. Stay in touch with the media and news to see how you can position your brand in a relevant and timely way.
6 Social Media Listening – To be able to news jack effectively you need to monitor the news and that means traditional news but also social media. Do you have a social media listening tool? If not this is going to be key to understanding current news topics but also staying in touch with your customers and listening to them.
7 Personal stories – Personal stories resonate. Emotion makes for engaging content and personal stories hit that mark. Johnson and Johnson is the master of emotional storytelling and health charities such as Cancer Council NSW also produce compelling content that resonates.
8 Giveaways –The art of reciprocity . Giving an item away raises awareness for your brand. Whether it is Ten Tips on Managing Incontinence or How to Help your Child Through Bedwetting these simple downloadables help answer questions your customers have and position your brand as an authority
9 Videos – Whitepapers and brochures still exist but the clear content winner right now is videos. Videos are engaging and impart information in an engaging way and in record time.
10 Regulatory Environment – Always ensure your healthcare content marketing is in line with the local regulatory guidelines and regulations
Interested in healthcare content marketing? We have worked with a range of health organisations including The Medical Journal of Australia, Aids Council of NSW, ANZUP, Medical Technology Association of Australia and others.