Creating content has become a mandatory strategy for all healthcare businesses; it aims to achieve four main objectives: to entertain, inspire, educate and convince your audience.
When it comes to businesses in the healthcare area, creating content boosts brand awareness, earns trust with your audience, and offers reliable and useful information about your brand and services.
According to the Content Marketing Institute, for a company to see results from its content marketing efforts, it must allocate at least 40% of its annual marketing budget to content alone.
Here are the key points on which you should focus this budget.
Healthcare Trending Content
Blogging is the best tool for engaging your audience. It has also been recognized as an essential marketing tool for building backlinks and improving your Google ranking.
According to Neal Schaffer, 50% of bloggers who publish blogs regularly notice a significant ROI, he also says that publishing content weekly increases the probability of noticing results by 2.5.
Make sure your blog has a clear structure and an introduction that will catch the attention of the person who is looking for your healthcare service. Also, organize your headings intelligently, so the reader can quickly scan and identify the subtopic of interest to them.
Surveys are of great use to understand the behavior of the Healthcare market to optimize your strategies for either the service itself or your marketing.
Surveys can be a great source of publicity, showing your results on social media like LinkedIn or Facebook will make you a trusted source to refer to.
We recommend that you consider including surveys in your content marketing plans where you can reuse the results of the survey in blogs, social media, email campaigns and other content types.
Similar to the surveys, statistics, trends, and behaviors are of great interest in health to patients and providers alike. It also allows them to stay up-to-date on the latest information that interests them.
Everyone has busy lives and can’t research health topics as thoroughly as they should, so an infographic communicates information visually that is easier to see, quicker to understand, retain and, above all, share.
Posting the infographics as an image on your social networks or to complement your blogs makes them very useful for generating organic links to your website.
Healthcare SEO Strategies
Quality Links for Healthcare:
According to Renolon, 93% of all Internet traffic comes from search engines, so you must create link strategies that allow you to always appear as a reliable source.
Not all of the links need to be directly on your website, they can be on another website that refers back to yours, so it will be vital that you promote the content outside of your own domain.
Outside sites could be on social media, PR releases, directory links back to your site, etc.
Featured Snippets for Healthcare:
Sometimes Google will feature a piece of content that directly answers the user’s question that they search for. These are called featured snippets and can appear as a small paragraph below the title of the article in the search page results. You must be very precise in the language that you use to ensure that yours is the one that answers their question.
If you want to optimize for featured snippets, summarize your blog content in one or two lines in a way that solves the question or blog topic.
Healthcare Voice Search:
AI virtual assistants, like Alexa and Siri, have boosted the voice search trend, so we cannot ignore them in your content strategy.
According to Google, 41% of adults perform a voice search at least once a day, with 20% being done via mobile.
AI virtual assistants answer searches with approximately 30 words or fewer. We recommend you make your answers concise and less than 30 words to accommodate voice search.
For healthcare-related pages, it might be hard to answer a complex topic under 30 words, but a great strategy is to create an FAQ section with trending questions from the audience and answer them in 30 words or less when you can.
Healthcare Social Media Content
Healthcare Video Content:
Content in video format is a necessity nowadays, we see it all over social networks, and modern websites.
According to Cisco, online video content accounted for 80% of all online traffic in 2021, and it is sure to increase next year.
Investing time and resources in quality video content is worth it, use channels like LinkedIn, YouTube, Reels, TikTok, and Shorts to share short videos, you can also embed them in your blog or add the link to your blog in the caption.
According to Google, 55% of keyword searches return at least one video on the search engine results page (SERP), so look for trends in healthcare keywords and create creative videos about them.
User Generated Content:
A type of user generated content is reviews and testimonials from your current customers, so other potential customers can read the reviews about your brand and decide to give it a try.
According to Bright Local, 88% of consumers trust a review from another consumer as much as they trust a recommendation from an acquaintance.
In healthcare marketing, you need to know if you’re trying to get the patient to choose your service or a healthcare organization. Patients will want to see reviews of the providers that they are considering. Healthcare organizations will need to see testimonials and results that you were able to receive with prior clients.
To create a content marketing campaign you must be constantly aware of trends and have a creative content team that knows how to adapt them to your brand and product or service you sell specifically.
WSI Healthy Digital Solutions is a team of healthcare content specialists that can help you reach the audience you are looking for and catch their attention so you can create potential leads.