5 Guidelines for Effective Healthcare Content Marketing
Healthcare content marketing may seem like a daunting task. You have to be careful not to make any claims that could put you in legal hot water, and at the same time, you want to produce interesting and informative content to get people to read it.
So how do you create appealing and effective healthcare content marketing? Is it even worth your time? In this article, we cover everything you need to know about healthcare content marketing, from what it is and its benefits to how you can get started. Let's begin!
What Is Content Marketing?
Did you know that nearly 40% of marketers say content marketing is an essential part of their overall marketing strategy? Content marketing is creating and sharing online material (such as blog posts, infographics, videos, etc.) to attract, engage, and retain customers. Healthcare content marketing aims to educate patients and prospects about your products or services in a way that is interesting and useful, without coming across as salesy.
What Impact Does Content Marketing Play in the Healthcare Industry?
The healthcare industry is unique in that it's highly regulated. This means that you must be careful about your claims and how you present information. That said, content marketing can still be a valuable tool for healthcare companies. Not only can it help you build trust with your audience, but it can also be a great way to drive traffic to your website and generate new patients.
Content marketing is a part of your bigger SEO, or search engine optimization, strategy. SEO is the process of optimizing your website and content to rank higher in search engine results pages or SERPs. The higher you rank, the more likely people will find and click on your website.
Top 5 Healthcare Content Marketing Guidelines
Before you start creating healthcare content, there are a few things you need to keep in mind. Here are five tips to help you get started:
1. Understand Your Target Audience
The first step to creating effective healthcare content is understanding who your target audience is. What are their needs and concerns? What kind of information are they looking for? Once you understand your target audience, you can create content that appeals to them.
For example, if you run a dental practice, your target audience might be people looking for a new dentist. In this case, you would want to create content geared towards helping them find a dentist that suits their needs or focus on popular dental topics such as oral hygiene.
2. Keep It Easy To Understand
Healthcare content can be complex, so it's essential to make sure that your material is easy to understand. Write in a clear, concise manner and use language that your target audience will be able to understand. Avoid industry jargon as much as possible.
If you need to include complex information, break it down into smaller chunks or create an infographic that can help make the information more digestible. For example, if you're a plastic surgeon, you might want to create an infographic that explains the different types of plastic surgery procedures.
3. Stray Away From Direct Advertising Tactics
Healthcare is a highly regulated industry, and companies should stay away from direct advertising tactics in their content. This means that you can't create content that is overtly sales oriented or promotional. Instead, focus on creating material that is educational and informative.
One way to do this is to create blog posts that offer helpful tips or advice related to your products or services. For example, if you sell skincare products, you could write a blog post about how to choose the right skincare products for your skin type. This content should teach your audience something to help establish you as an authority in your industry.
4. Create a Sustainable Content Marketing Plan
One common mistake healthcare companies make is not having a content marketing strategy. Without a plan, it's easy to get overwhelmed and create material that isn't effective. Sit down and map out what kind of content you want to create and how often you want to post it. Create an editorial calendar to help you stay on track. And most importantly, make sure you have the resources in place to sustain your content marketing efforts over the long haul.
For example, don't commit to daily blog posts if you don't have the time or manpower to write that much content. It's better to commit to a more manageable frequency, such as once a week, and then stick to it. This also goes for things like social media posts and email newsletters. While being active on social media is important, don't bite off more than you can chew.
5. Stay Consistent
Last but not least, staying consistent with your healthcare content marketing efforts is essential. This means posting new material on a regular basis and promoting your content across all of your marketing channels. The more consistent you are, the better results you'll see.
For example, posting once every two months will not generate the same results as posting once a week. Consistent, regular posting will help you see results. That doesn't mean you can't take a break now and then, but for the most part, you need to be posting new content on a regular basis. This will help you build an audience and keep them engaged.
Creating healthcare content can be challenging, and it's important to remember that quality is more important than quantity. As long as you create material that is helpful and informative, you'll be on the right track. Following these five healthcare content marketing tips will help you create content that resonates with your audience and drives results.
At Digital Authority Partners, we specialize in creating high-quality healthcare content that engages audiences and brings you the results you need. Contact us today to learn more about our services and how we can help you achieve your content marketing goals.
Want to meet with our team?
Book a meeting directly here