Identifying Content That Drives Results

To identify what types of content works best for you, your webmaster can review your website’s analytics and look at the pieces that have generated the most traffic, leads, sales, or other desirable metrics.

Look at the healthcare topics that have generated the most interest and engagement from your audience and try to center your new efforts on creating similar pieces.

Building additional content around these popular topics will not only have a significant impact on your overall user experience, but it will also give your SEO a noticeable boost.

Quality is more important than quantity

So if your team can only gets a few articles or blog posts completed in a month, then that’s the baseline you start with. In time your process will become more efficient and your production will increase. Depending on the size of your budget, you’ll want to hire additional help in the writing department so you can create consistent medical content for your audience.

While you may find writers who can write for less (and this may be a good strategy to start with), it will require additional work on your end to make sure the content they deliver is at par with the value your audience is seeking.

Analyze your competitor’s content marketing strategy

A great place to start when you’re getting ready to create new content is to look around and identify the types of content that are working for similar hospitals and clinics, especially your competitors. It’s important to do some self-evaluation as well.

Take a detailed look at the types of content you’ve already put out and pay attention to which ones have been most successful. By doing both of these things, you should have a good grasp on the type of content you’ll want to create, and a great start down your path to success.

10 Essential Tips to Remember About Content Marketing

Before you fully launch a content marketing campaign, it’s important to consider these do’s and don’ts:

1. Only share quality medical content – do not waste your time with spam type content.

2. Do not give up that quality for quantity – it is about building value. Write quality content that address your patients’ concerns.

3. When opportunity presents, engage with your audience in comments and on social media.

4. Keep the sales pitches out of your informative content –let the content build trust and let the patients come to you.

5. Make sure to document your research through linking.

6. Know what you write about – educating your patients has its rewards.

7. Showcase your personality in how you deliver the content and message. Set the reader up to engage or want to do something (like subscribing to your future reads)

8. Never copy or plagiarize a competitor’s work – write original, fresh healthcare content that is better than your competition.

9. Cater your content to your target audience and to their specific needs.

10. Never forget the search engines – write your content for your patients and clients AND search engines.

How every medical practice can succeed at Content Marketing

Let’s not forget the small medical practice owner can also take advantage of the distribution power of the web to create powerful campaigns that drive eyeballs and potential new patients. The Internet has made it easier than ever to create and share content. This means small clinics can more effectively communicate and engage with their followers.

However, there is a catch – because of the low barrier of entry to create and share content, it also means that hospitals and clinics that fail to properly plan and execute a professional strategy will eventually get left behind.

With technology constantly evolving, the rate at which content is created and shared is alarming. Indeed, it is true that anyone with access to a computer and the web can create a company blog, for free, and start typing away.

Staying relevant

In order to stay relevant in an increasingly competitive marketplace, hospitals and clinics must develop and implement a robust content marketing strategy that takes advantage of various available channels in unique ways. While the tools available make it easy for us to communicate and distribute our message to potential customers, creating and maintaining that message is more important than ever before.

Sustained effort

Content marketing is not a one-time effort, and those who have the ability to create an endless stream of this engagement are the brand hospitals who will ultimately reap its rewards. Every successful clinic owner will tell you that a key element to their long-term success is being able to connect with their audience. This not achieved by bombarding an audience with TV or print advertisements, but rather strategically educating them, consistently, until your brand equates to a positive feeling for them over time.

Establishing the connection

Successful content marketers will tell you that establishing this connection with an audience at the right time and place is equally important, and is one of the true awesome opportunities online marketing provides. By engaging with an audience and becoming a trusted source of information, you now open the door to communicate with them with an actual offer to purchase a product or service exactly when they are in “buy now” mode.

Content Marketing

What Is Content Marketing?

Content marketing is the process of creating and distributing valuable content on a consistent basis, to attract and retain audience. Content marketing is part of a well-rounded digital marketing strategy and can include many different mediums, including blogging, email marketing, gifs, white-paper downloads, and more!

Why Is Content Marketing Important?

If your medical practice is already executing a digital marketing strategy, you may be wondering why content marketing is important. How is content marketing really going to help?

Google and other search engines like Bing notice when you’re producing content. Google also notices when you update your site on a regular basis. But if you’re producing content, like a blog, and nobody engages with it, your practice is not fulfilling its fullest potential.  Without engagement and traffic, your quality content efforts will become forgotten.

Patients notice when you’re number #1. If you’re number #1 for your top LASIK keywords, number #1 for your paid search ads, and you show up in the map pack number #1 when they are doing research, they’ll notice. What they notice even more is if your content is also ranking.

If your content gets enough engagement, it’s possible this can happen, thanks to the power of content marketing. When you dominate all of the search results with pillar pages, content, the map pack, and ads, you’ve achieved top of mind visibility. If a lead is ready to move forward with LASIK, or Glaucoma or Cataract surgery, your practice is going to be the very first one that they think of! It doesn’t get more valuable than that.

What Are The Differences Between Content Marketing And Digital Marketing?

Here’s the big difference to remember: content marketing is part of digital marketing. Without a solid digital marketing strategy for SEO, paid search, and local search results, a content marketing program cannot be successful. When you have a good digital marketing strategy, content marketing will just continue to work off your other successes.

Content marketing is the perfect solution for your digital marketing if you’re looking to stand out from the crowd. Help your practice get the credibility and visibility that it’s missing. We can do this through a combination of social and content marketing.

Social media marketing can be one of the most powerful forms of digital marketing when it’s executed correctly. Combine this with quality content that your patients and leads want to engage with and you can increase your practice’s visibility. Success with content marketing cannot be achieved overnight, but when done right, you’ll notice the benefits.

Objectives Of Content Marketing

The primary, short-term objective of content marketing is to create engaging, valuable content to inform and educate your audience. As an authority in your industry, it’s your job to provide prospective customers with solutions to their problems. The secondary, long-term objective is to drive sales. When you publish quality content on a consistent basis, site visitors will gain trust in your brand. This results in a) return visitors and b) your content getting shared and engaged with.

Another important part of content marketing is driving traffic to your website. Content that lives on your website like a blog or a video will help drive more people to your website. More website visits can mean better SEO results and rankings. Content marketing is a key part of the big picture when it comes to digital marketing.

Understanding Patient Landing Pages

 

A landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s commonly referred to as a standalone web page that is distinct from your main website. It is designed for a single focused objective.

Landing pages are critical for conversion optimization in paid search marketing.

Landing pages are also more engaging and can have well placed and designed videos right next to the custom call to action.

Generate More Patient Interest With Landing Pages

The objective of the landing page when used in paid search should be to capture the patient information so that you can easily communicate with them and help them move to the next level.

The length of your form and the level of personal data requested can have a direct impact on conversion. Ask for the bare minimum amount of information that will enable you to market to your prospects effectively. The fields in the forms can be made to be mandatory so that you get all the vital information that you need for follow-up.

A landing page can have distinct elements:

  • Call to action
  • A good tagline
  • An offer
  • Download white paper
  • Webinar registration
  • Self assessment test