Content Marketing

To identify what types of content works best for you, your webmaster can review your website’s analytics and look at the pieces that have generated the most traffic, leads, sales, or other desirable metrics.

Look at the healthcare topics that have generated the most interest and engagement from your audience and try to center your new efforts on creating similar pieces.

Building additional content around these popular topics will not only have a significant impact on your overall user experience, but it will also give your SEO a noticeable boost.

Quality is more important than quantity

So if your team can only gets a few articles or blog posts completed in a month, then that’s the baseline you start with. In time your process will become more efficient and your production will increase. Depending on the size of your budget, you’ll want to hire additional help in the writing department so you can create consistent medical content for your audience.

While you may find writers who can write for less (and this may be a good strategy to start with), it will require additional work on your end to make sure the content they deliver is at par with the value your audience is seeking.

Analyze your competitor’s content marketing strategy

A great place to start when you’re getting ready to create new content is to look around and identify the types of content that are working for similar hospitals and clinics, especially your competitors. It’s important to do some self-evaluation as well.

Take a detailed look at the types of content you’ve already put out and pay attention to which ones have been most successful. By doing both of these things, you should have a good grasp on the type of content you’ll want to create, and a great start down your path to success.

Let’s not forget the small medical practice owner can also take advantage of the distribution power of the web to create powerful campaigns that drive eyeballs and potential new patients. The Internet has made it easier than ever to create and share content. This means small clinics can more effectively communicate and engage with their followers.

However, there is a catch – because of the low barrier of entry to create and share content, it also means that hospitals and clinics that fail to properly plan and execute a professional strategy will eventually get left behind.

With technology constantly evolving, the rate at which content is created and shared is alarming. Indeed, it is true that anyone with access to a computer and the web can create a company blog, for free, and start typing away.

Staying relevant

In order to stay relevant in an increasingly competitive marketplace, hospitals and clinics must develop and implement a robust content marketing strategy that takes advantage of various available channels in unique ways. While the tools available make it easy for us to communicate and distribute our message to potential customers, creating and maintaining that message is more important than ever before.

Sustained effort

Content marketing is not a one-time effort, and those who have the ability to create an endless stream of this engagement are the brand hospitals who will ultimately reap its rewards. Every successful clinic owner will tell you that a key element to their long-term success is being able to connect with their audience. This not achieved by bombarding an audience with TV or print advertisements, but rather strategically educating them, consistently, until your brand equates to a positive feeling for them over time.

Establishing the connection

Successful content marketers will tell you that establishing this connection with an audience at the right time and place is equally important, and is one of the true awesome opportunities online marketing provides. By engaging with an audience and becoming a trusted source of information, you now open the door to communicate with them with an actual offer to purchase a product or service exactly when they are in “buy now” mode.