We hear time and time again that “content is king.” However, what exactly does that mean? And what is the most important thing(s) you need to know about content marketing?
Particularly with a healthcare business, your marketing strategy depends heavily on the quality of your website. This includes the quality of information or content on your website.
We have previously discussed that a good-looking, and functional, website that clearly indicates who you are, your authority, what you can do for your patients and where can they find you, is essential. To be reminded of that, read our post on websites. Now, we need to talk about how they will find your website. We already know, by know, that patients are using search engines to find services in their respective areas.
So now, you need to ask yourself:
- Does your website make you the most obvious choice for resolving their health problems?
- Do you have content on your website based on what your ideal audience/market is searching for?
Enter the need for effective content marketing.
What is Content marketing?
Content marketing and educational content is the smartest way to attract new patients, period. This is because patients and consumers are searching all the time, the creation of smartphones made that even more evident.
In 2020 we have to focus on marketing for the present day – a time where content is king.
Content marketing involves the creation of material based on what your patients are looking for. Creating blog posts, using keywords that your users are typing in. Ensuring that the copy on your website is SEO optimized, while also providing the information your patients need to know AND are looking for. Furthermore, content needs to be created and updated and added every so often to stay relevant, and to be consistently found.
What You Need To Understand
Across the board, there is one simple reality: you have an audience who can buy your products or services. And that audience goes online to educate itself before even contacting any clinic or service provider. Especially in the healthcare space, everyone is trying to learn something before verbally speaking with anyone. That means what you are displaying online gets you judged, and or even seen. Whether it’s tips and tricks about diet and lifestyle, or information about a disease, or technological advancements in your clinic, it’s important to create and publish that contact.
Do it regularly, and do it consistently.
When you are doing this, it allows Google’s algorithms to crawl your site, so to speak, and index it accordingly. If you have done a good job of optimizing your keywords and so on (SEO), your chances of appearing higher increase.
However, none of that even matters if you do not have GOOD QUALITY CONTENT.
Important to note: don’t just limit your content to just your website. Content strategy can extend beyond the website by posting on social media, or writing on other platforms including publications in your health authority.
Use A Healthcare Marketer
Creating amazing content, consistently, can be difficult, especially when your time needs to be with the patients. Furthermore, can you really spend time doing the keyword strategies and so forth?
A healthcare marketer is essential to a service provider who wants to be seen online.
If you are a local clinic is a highly-populated area, your content will need to use commonly searched symptoms of that population. You may also want to cater your content to location-specific updates and stay current with that community. A healthcare marketer will know how to do this so that your ranking in search engines increases, driving more traffic to your website.
It’s important to hire someone that can help get your traffic up.