See better results from your healthcare content marketing by avoiding these pitfalls.
Anyone can do content marketing, but few get it right. Healthcare distributors and manufacturers can spend hours on content but never see a single quality return. Thankfully, there is a way to avoid wasting resources on failed content and consistently see positive healthcare content marketing results.
Healthcare content marketing can fail for dozens of reasons, but the most common B2B content marketing mistakes fall within three categories.
No. 1: Don’t Understand the Audience
If you don’t know who your content is for, it will never connect with your audience. Over 45% of B2B marketers struggle with identifying the audience for their content. Copying the style and format of others in the industry isn’t the answer. For example, if you write healthcare marketing content the same way hospital marketers write their content, you won’t see the same success even though you are both in healthcare marketing.
Healthcare manufacturers and suppliers are working with businesses, not individuals. Within healthcare businesses, your specific organization will have a small number of hospitals and healthcare facilities that would use your supplies and products. If you want to resonate with those businesses, you must write to the primary decision-makers, use a higher level of content, and address business challenges like revenue and productivity.
No. 2: Don’t Have Scannable Content
Physicians work over 50 hours a week on average, with nearly a quarter of doctors working over 60 hours a week. Content that is hard to read won’t resonate with time-strapped hospital workers looking for solutions.
Long paragraphs, no headlines, and industry jargon are all ways to turn your target audience off your content. Instead, placing scannable headlines that let healthcare workers easily find the most relevant information and plenty of white space and lists will encourage more of your audience to spend a few minutes of their valuable time reading what you have to say.
No. 3: Content Has No Real Value
Marketers often focus on quantity over quality. As a result, many will publish new content multiple times each week. However, if your content only adds to the noise of daily blog posts without bringing any unique value, it wastes time and energy.
Healthcare content writing should not be full of fluff or repeat the same information your competitors covered. Instead, if you want your content to stand out, it must present old information in a new way or share new knowledge to leave readers with a fresh perspective and valuable insights that will help them improve their company.
Create a different type of healthcare content
Why settle for average conversion rates when you can position your organization among the leaders in your industry? Take a few minutes to evaluate your current content marketing strategies and look for any areas holding you back.
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