Beyond the Blog: Utilizing Content to Promote Brands and Service Lines in Healthcare Marketing

by | Sep 29, 2020 | Content Strategy | 0 comments

Aligning customer needs with business goals is the crux of content marketing. This approach should apply to all content created by an organization—not just the blog.

Most mar­keters equate con­tent mar­ket­ing with blogs. On the sur­face, this makes sense. Typ­i­cal­ly, a blog is the most dynam­ic sec­tion of a web­site. It’s a mod­ern approach for uti­liz­ing con­tent to pro­mote brands and designed to gen­er­ate organ­ic traf­fic that trans­lates into qual­i­fied leads.

Here’s the chal­lenge: Blog­ging is becom­ing one of the most com­mon health­care mar­ket­ing tech­niques. This means it’s get­ting hard­er to stand out from the crowd. In fact, 85% of health­care mar­keters sur­veyed for our annu­al State of Health­care Con­tent Mar­ket­ing study fea­ture arti­cles on their web­sites or blogs—up from 70% last year and sec­ond only to social media (100%) as the most-used con­tent mar­ket­ing tactic.

It’s time for health­care mar­keters to think beyond the blog when craft­ing their con­tent strat­e­gy. With con­sumers spend­ing more time online and expect­ing a user expe­ri­ence akin to their favorite retail brands, evolv­ing to meet these needs and being inten­tion­al about con­tent deployed across all chan­nels is mis­sion critical.

Mar­ket lead­ers that are uti­liz­ing con­tent to pro­mote brands and ser­vice lines must strive to ben­e­fit their audi­ences and their health sys­tem alike. To apply the cus­tomer-cen­tric approach of con­tent mar­ket­ing, focus on evolv­ing these three pri­ma­ry chan­nels used to inter­act with health­care audi­ences: web­site con­tent, land­ing pages and social media.

Website Content: From Doorman to Concierge

Whether vis­i­tors arrive at your site through organ­ic search, paid media, third-par­ty direc­to­ries or oth­er sources, make sure each page has some­thing inter­est­ing to say and oppor­tu­ni­ties to con­tin­ue the con­ver­sa­tion. Rather than schol­ar­ly arti­cles or dry facts, find cre­ative ways to infuse your brand voice. Add vari­ety into the ser­vice line pages, physi­cian pro­files and oth­er site content.

Instead of a door­man who sim­ply allows entry and leaves guests to their own devices, think of your web­site con­tent like a concierge whose job is to guide vis­i­tors and enrich their expe­ri­ence. No mat­ter where they’re com­ing from or where they want to go, guests are greet­ed and giv­en infor­ma­tion tai­lored to their unique needs. Ide­al­ly, that inter­ac­tion con­nects to the over­all brand promise and keeps cus­tomers com­ing back.

In the same way, your web­site should meet cus­tomers where they are in the health­care jour­ney. By answer­ing the imme­di­ate ques­tions, antic­i­pat­ing future needs and offer­ing prac­ti­cal advice, your health­care web­site will become their go-to des­ti­na­tion and open doors to a loy­al, long-term relationship.

Learn more: Hospital Website Best Practices for 2020 and Beyond

Landing Page Content: From The Cheesecake Factory Menu to Room Service

Unlike the blog or ser­vice line pages, a land­ing page has a sin­gu­lar goal: help vis­i­tors take the next step. They like­ly arrived at the page fol­low­ing a search or tar­get­ed ad, so any con­tent that dis­tracts from the user’s intent can cre­ate a neg­a­tive impression.

In oth­er words, give land­ing page vis­i­tors exact­ly what they need—and make it easy. Like the per­son answer­ing a room ser­vice request, con­tent on land­ing pages should be laser-focused. Rather than cre­ate analy­sis paral­y­sis like a menu with 250 items, land­ing page con­tent serves the pur­pos­es of col­lect­ing infor­ma­tion (typ­i­cal­ly name and email are enough) and deliv­er­ing as quick­ly as possible.

The impor­tance of con­tent on land­ing pages is grow­ing expo­nen­tial­ly, espe­cial­ly as COVID-19 cre­ates what some are call­ing Gen­er­a­tion N. This new, post-pan­dem­ic con­sumer is more apt to buy online. They are also more like­ly to switch brands based on the dig­i­tal expe­ri­ence, mak­ing the con­tent on land­ing pages a key piece of the mod­ern patient jour­ney. When uti­liz­ing con­tent to pro­mote brands and your ser­vices, be mind­ful of how the pan­dem­ic has changed con­sumer pref­er­ences and demands.

Learn more: The Anatomy of a Healthcare Landing Page that Converts

Social Media Content: From Photo Album to Primary News Source

While blogs emerge as one of the must-have health­care mar­ket­ing tech­niques, deliv­er­ing con­tent through social media is even more ubiq­ui­tous. Along with our research demon­strat­ing the uni­ver­sal use of social media, oth­er stud­ies val­i­date the fact that plat­forms like Face­book and Insta­gram are the first places con­sumers turn to stay cur­rent on issues and trends.

This requires health­care mar­keters to ask the crit­i­cal ques­tion: Does the con­tent on our social accounts add val­ue or con­tribute to the clut­ter? Every image, video, sen­tence and sto­ry should be tied to an over­ar­ch­ing con­tent strat­e­gy with clear goals and met­rics for success.

By avoid­ing ran­dom acts of social media content—like sparse pho­to albums or spon­ta­neous blurbs—your social accounts can serve as pri­ma­ry infor­ma­tion chan­nels. They are the mod­ern ver­sion of a local sta­tion cov­er­ing the lat­est news, sports, weath­er and human inter­est sto­ries. Like the mes­sag­ing fea­tured on all mar­ket­ing chan­nels, social media con­tent should be cre­at­ed and curat­ed with the con­sumer in mind.

Learn more: 7 Ways You Should be Using Social Media Marketing in Healthcare

We Can Help!

Dis­cov­er how our team of health­care mar­ket­ing strate­gists can opti­mize con­tent for your web­site, land­ing pages and social media.

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