Tips for effective healthcare organization content marketing.
The third most common online activity in the United States is seeking online health information. Eighty percent of adults have sought health-related information, especially about a specific disease (66%) or a treatment plan (56%).
Organic content is a highly effective marketing channel for healthcare organizations. Mayo Clinic, for example, has become a leading online authority with global reach thanks to strategic content marketing. If you’ve ever Googled a health-related query, you’ve probably seen a Mayo Clinic article ranking among the top results.
Content marketing has become a highly competitive field. Simply churning out large quantities of poor content isn’t going to help your brand rank on the search engine results page (SERP) or give you a return on your investment.
To create effective content, follow these tips:
No. 1: Understand Your Target Audience
Before you start writing, you need to know who will be reading your content. It’s tempting to write about topics you enjoy, but it’s much more important to write about what your audience wants to read instead.
For example, is your target audience potential patients or medical suppliers? Is your goal to provide health advice or boost medical device sales? The topic, tone, and vocabulary in your content will be drastically different for those intended audiences.
Take the time to research your audience demographics and understand what kind of content they prefer to engage with. From there, you can start brainstorming topics and determine what content forms and channels you’ll use.
No. 2: Focus on Your Expertise
The most successful content marketing strategies target a well-defined niche rather than a broad subject. “Healthcare” or “medical field” is way too vague and has too much competition with thousands of other content creators targeting those keywords.
Your healthcare organization’s content marketing plan should focus on its area of expertise. Not only does this increase your chances for Google to understand your website and rank your content, but it also allows you to build upon your authority in your field.
If you’re an eye doctor, for example, readers are likely to trust your articles about eye health. They’re much less likely to feel you’re qualified to give advice for a sprained ankle.
No. 3: Write Like a Human
Most people searching for health information on Google won’t be looking for advanced scientific studies filled with technical jargon.
Healthcare organization content marketing can sometimes struggle to find balance between demonstrating academic authority on a subject and connecting with average readers.
Remember that search engine optimization (SEO) ranks content that is useful and easy to read. Keep your audience in mind and use language they understand. Break up text with headlines, bulleted lists, and graphics so people can easily skim to find information.
While engagement is important, your organization should have clear guidelines set in place for appropriate conduct. All content must comply with HIPAA, and your team should know when to escalate issues and advise people to contact 911 for medical emergencies
To read the full article, visit https://sharemovingmedia.com/5-tips-for-effective-healthcare-organization-content-marketing.