Content marketing is a fundamental component of inbound marketing. It has the potential to increase patient volume while simultaneously building relationships with your current patients. Since patients are already researching online to find the information they want, instead of trying to provide them with information at the wrong time – such as with a pop-up ad on an unrelated YouTube video – provide information for patients to find when they’re ready.
However, creating and publishing healthcare content isn’t a one and done event. So here is everything your healthcare Brand needs to know to successfully maneuver the content marketing marathon.
Types of Content
Content marketing comes in many forms, which allows your healthcare practice to be able to choose the types that will work best to achieve your goals. Each form of healthcare content has different strengths, and can be used to reach patients in different stages of the patient journey. Some examples of content include:
For your content to be successful, you need to choose a platform that works well for patients in a specific stage of the marketing funnel, and then create each piece of content for a patient persona. By doing this you’ll reach the right patients, at the right time, with the right information.
For instance, posting on your Brand’s social media accounts is a good way to interact with patients in the awareness stage - you wouldn’t choose to email them if they’ve never heard of your healthcare Brand. However, as patients continue further through the patient journey, email becomes a valuable form of content to utilize in the conversion process.
Planning and Publishing
Once you have an idea of what types of content will work for your healthcare Brand’s marketing strategy, it’s time to plan. First, figure out the goals for your healthcare content marketing campaign. What’s important to your practice? What are your key performance indicators (KPIs)?
After you figure out the kind of content you’re going to develop, put together a content calendar. Doing this will help you to organize all of the content you want to publish into one place where you can include details such as post date, title, and even the copy of your social media posts. Other than organizing your content, creating a content calendar allows you to gain a deeper understanding of how your different content pieces flow and work together. Now you’re ready to publish that fantastic healthcare content.
When publishing your content, you’ll want to track its success and find where it needs improvements. To do this, it’s essential for your healthcare Brand to utilize marketing analytics. Tools like Google Analytics allow your healthcare Brand to track specific metrics such as views, traffic, shares and click-through rates, which can help you continuously improve your content.
You published your blog and now you’re done, right? Wrong. Organic traffic isn’t going to come pouring onto your Brand’s website just because you have a blog – there are lots of healthcare blogs on the internet. The other half of successful content marketing is promoting the content your healthcare Brand publishes.
One way your practice could promote your downloadable content is to share links on your Brand’s social media with relevant hash tags. Another way could be to include a call-to-action linking to a landing page in your monthly email newsletter. Get creative and try different methods of promoting your content to find what works best for your healthcare Brand.
Don’t be afraid to make changes to your healthcare marketing strategy. To a certain degree, your campaign needs to be flexible. If something isn’t working – change it. However, be wary of making several, drastic changes. Doing that makes it difficult to pinpoint the parts of your strategy that are working and the parts that aren’t working. Instead, use A/B testing to change small elements of your healthcare content.
Reusing and Repurposing
When thinking about all the content you’re going to plan, create and publish for your healthcare Brand, it can be overwhelming. But not every piece of content you publish needs to be completely original. If there’s a particular piece of content or a certain topic performing well for your Brand, use that content to develop new content.
For example, say you have an informational eBook for patients to download briefing them on the different types of vision-correcting procedures your practice offers. That piece is doing very well and being downloaded frequently. Since patients are interested in learning more about those procedures, you can break down the eBook into smaller sections, and then expand each section into a blog post.
Keep in mind that creating an email workflow to nurture patients with content isn’t going to increase your ROI overnight. In fact, your healthcare practice may not even see the results for a few months.
Content marketing is like building interest; it grows little by little and after some time you will be able to see the dramatic results. Make sure your practice is not setting unrealistic expectations for the initial outcome of your content marketing campaign.
Over time you will be able to see the impact content marketing has on your healthcare Brand as you begin to steadily increase patient volume and engagement. Moreover, content marketing works best when coupled with other inbound marketing strategies. By utilizing healthcare content as a portion of inbound marketing, your healthcare practice will be able to create a robust and successful marketing strategy.
Content marketing is a fundamental part of inbound marketing. To learn more about how you can strengthen your healthcare Brand and increase ROI with inbound marketing methodologies, check out our eBook, Increasing Your Inbound ROI, 3 Metrics That Matter: Landing Pages, SEO, and Blogging.
Strong content marketing is a fundamental part of your inbound marketing strategy. We integrate your current marketing with inbound methodologies to increase patient volume. Let's chat and put the Hult Team’s experience to work for you. You can reach me at 309-673-8191 or firstname.lastname@example.org, and together, we can grow your healthcare Brand.