Content marketing is an important strategy in every digital marketer’s toolkit. While different industries are creating diverse and engaging content, healthcare content marketing has mostly focused on providing straightforward content. As a result, the language is rather complex, and the tone of voice is primarily formal.
But in this age of hyper-engaged audiences, unengaging content can put your healthcare brand at a disadvantage. So, to drive traffic to your website and win more conversions, you need to create engaging content. So, here are seven tips to help you create engaging content for your healthcare content marketing:
1. Understand Your Audience
Before you can create engaging healthcare content marketing, you must know who is your target audience and what are their needs and wants. So, start by conducting market research and gathering data on your audience’s demographics, behaviors, and preferences. Then, use the data to create buyer personas to identify your ideal target audience.
Market research and personas will help you create content that resonates with your audience. But the medium for sharing your content is equally important to ensure your messages are perceived as intended. So, determine whether your audiences prefer social media, email, or other channels before sharing your content.
2. Create Content that is Easy to Understand
Your content marketing strategy should focus on creating content that is easy to understand. Healthcare content, especially industry-specific material and medical concepts, can be complex. So even when creating content for healthcare providers and professionals, use simple language and avoid jargon. As a result, your content is easily palatable, even for the general public.
Apart from that, focus on visual content. According to research, content that contains visuals has share rate of 200%. So, if you plan to create content on complex topics, use videos to convey your message. Similarly, add infographics when sharing data and complex figures. Visual content makes your content appealing, holds your audience’s attention, and effectively conveys your message.
3. Create Content to Inform Your Audience
To create engaging healthcare content marketing, you must focus on educating your audiences rather than impressing them. Whether B2B healthcare buyers or B2C, their primary need from industry-related content is to get information. They want to get accurate information to make informed decisions.
Besides, create content to inform the audiences, not to promote your brand. Post content that deals with the needs and wants of audiences. Also, provide sources for the information you share. Use data, statistics, and research to back your claims.
4. Use Authority and Show Expertise
If you want audiences to engage with your content, you must win their trust. And in content marketing, trustworthiness is earned by the display of expertise. So instead of creating promotional content, cover diverse topics from the healthcare industry. Publish informational blogs, thought-leadership content, and whitepapers to build authority.
When you want to position yourself as an expert, publishing inaccurate content is the last thing you want to do. So, it is also advised that when you create healthcare content, work with subject matter experts, like healthcare professionals. They can verify your content and help you publish the latest and most accurate content.
5. Follow the Latest Trends in Healthcare Industry
The pre-condition to creating engaging healthcare content is the novelty factor. You cannot publish outdated content and expect audiences to consume and share your content further. Instead, you must cover the latest newsworthy trends that are relevant for your audiences.
The best way to keep track of what is happening in your industry is to subscribe to leading healthcare newsletters and closely follow the content that industry leaders share. Also, analyze content published by your competitors to identify content gaps and decide what content you should post.
6. Solve Problems
Another key strategy to create engaging healthcare content is to solve your audiences’ problems. More often than not, when customers search for something on Google, they seek solutions to their immediate problems. And if your content solves those problems, engagement will follow.
You can start by exploring online healthcare communities to identify hot topics and common problems that audiences face. Besides, use social listening tools to analyze your prospects and customers’ issues, brand-specific or in general. Then you can easily create content, like how-to guides, tips, best practices, case studies, etc., that deals with these issues.
7. Use Personalized Content Marketing Strategy
Personalization has been the holy grail of digital marketing because it increases the chances of a customer engaging with content, and healthcare content marketing is no different. Use data and analytics tools to create segmentation based on demographics, interests, and behavior. Then, you can customize your message to address your different audience groups’ specific needs and interests.
You can also use marketing automation to deliver timely content to your audience based on their behavior. Similarly, you can customize your landing pages, push personalized product recommendations, and use targeted social media advertising.
Email can also be an effective tool to boost your healthcare content marketing performance. Create an email list through online forms or get one from email list providers to deliver personalized offers and newsletters to your target audiences.
Content marketing is an effective approach to building brand awareness, gaining your audience’s trust, and growing your business. Follow the tips mentioned in this blog when strategizing your healthcare content marketing for growth.
Keep your language simple, focus on educating your audience and solving their problems, and back your claims with facts and sources. At the same time, engage in personalized content marketing to build a stronger relationship with your customers.
To effectively deliver personalized promotions and newsletters to your audience, you will need an email list tailored to your business. HealthCare Marketers’ expansive email lists give you access to the latest and accurate contact details of prospects in the healthcare industry. Visit the HealthCare Marketers website to know more.