Health and wellness are some of the most universally, personally interesting types of content available on the internet. With the plethora of information available at our fingertips at any given moment, instinct has evolved to turn to the internet when researching symptoms of ailments or looking for remedies for discomforts. Although this may send shivers down healthcare providers' spines, there is an opportunity that presents itself in the reliance on internet information.
Healthcare brands specifically can benefit from content marketing that not only promotes services and online resources, but also finds interest-driven content niches. This type of content can help online presence increase through SEO, as well as provide legitimate answers to those seeking information, ultimately earning your practice patients that already trust your brand before walking through the door.
Here are some tips to consider to define a strategy when venturing into content marketing for your healthcare brand.
Prior to publishing content for the sake of populating your social media page or blog, take some time to plan your distribution schedule. Outlining your upcoming content in a content calendar allows you to plan your topics in advance and recall what types of topics you have already covered in previous publications. Creating an ongoing calendar helps others plan to collaborate and contribute, as well. Overall, the content calendar provides a roadmap for your distribution as well as an archive for topic reference, which assists in reporting on performance of published content and planning of new content based on reactions to previous topics.
Patients’ online search behaviors may not be holistically predictable; however, with a little research and planning, your content can become more relevant to potential patients based on search trends. To better define the types of information for which your patients are looking, you can simply start with your website. Research service-related pages that receive the highest amounts of traffic, and look for other information trends based on visitors that are already coming to your site. Use existing patient trends to inform topics, and be aware of consistent questions that are being asked by visitors to the clinic. Be cognizant of coworkers' topics of conversation based on the business.
Keyword and search trends are extremely important to consider when deciding on content topics. Software is available to help identify opportunity keywords based on competitive performance and current ranking positions. Websites like SEMRush, SpyFu, MOZ and others can help identify competitive gaps between you and other local clinics. Search trends and keyword alternatives can also be researched to ensure your topics are reaching a proactive audience at the times they are looking for specific services, as well as covering the vast amount of search variations performed on various engines.
Your content should not be outright selling your services as better than the competition. Rather, it should provide the most comprehensive answers to the most common questions your patients and communities are asking. These answers should be delivered through a voice of knowledge and trustworthiness that retains the human element—think of it as the written version of bedside manner.
While compiling your keyword and search-phrase research, you should see trends become evident. Planning your content based on these discoveries will help your content relevance and provide real-time value to those who are conducting related searches. If your focus for content is to become more prevalent in specific communities, be sure to tie in location keywords and phrases, as well. Pairing the topic-focused keywords with specific geographic-location keywords can help your local SEO rankings.
Another way to capitalize on search trends is to expand topics into a series of articles or “cluster content.” If there is a lot to say about some topics, breaking them down into a series will expedite the required reading time for visitors, provide related articles for visitors to consume while on your site and boost SEO related to the focus topic.