Tuesday Tips for Health Marketing: 5 Key Elements in Content Marketing Strategy

The most effective content marketing strategy:

Drives traffic to your website
Gets your market to take your call to action
Establishes your brand online

Content marketing is everything in terms of promotion these days and it’s no exception in marketing yourself and your medical practice. It costs 62% less than outbound marketing but generates more than three times as many prospective patients. Getting your content marketing strategy in place will enable you to experience as much as 7.8 times more website traffic.

There are five essential elements to every effective content marketing strategy.

5 Essential Elements in Content Marketing Strategy

1. Know Your Audience

Before outlining your content marketing strategy, think of your target audience. Targeting them will help you to keep up with your competitors. You will be able to reach prospective patients more easily and more effectively.

Consider:

Who are your patients and why do they use your services? Answering these questions will enable you to show potential new clients that they could also benefit from your services.

Target Your Demographics. Knowing something basic like the average age of your patients could make a huge difference. Consider who could benefit from your services and who are most likely to be interested. Take the following factors into consideration:

Age Group
Gender
Location
Occupation

Check out Your Competition. Find out what potential patients they have overlooked. This could be a good target for you.

Personalize your content. Become familiar with the personal characteristics of your patients. These are often referred to in the business as psychographics.

Look at:

Values and beliefs
Personality/ attitude
Interests
Lifestyle
Behavior and online activity

Being in sync with these traits (and your practice) will lead you to how you should launching your content marketing strategy.

2. Set measurable Goals

Setting goals will enable you to measure your progress and effectiveness like growth of the practice, increase in web traffic, boost to search engine ranking.

Whether you want to generate leads, nurture leads, or enhance user engagement, targets give you something to measure the effectiveness of your actions. Having clearly defined goals will give you something to aim towards, keep you motivated, and make sure every action you take is a step towards your desired outcome.

Make an editorial calendar so that you know which content to create and when it is for publication.

3. State Your Value Proposition

Clearly stating the services you provide to your patients and ones that may be unique to your practice allows people to know what the benefits are by consulting with you. Stress what you’re doing differently, better, or easier for them.

A value proposition explains how your services solves your patients’ problems or provides a solution to problems that they have been struggling with.

4. Strengthen Your Brand

Establishing a strong identity plays a major role in content marketing. Identify and promote your digital identity with a clear message which includes mission statement, graphics, tagline, logo, colors, types of images/videos and your unique voice. Incorporate these into the social media sites that your patients are likely to engage in so that you are seen and ones in which they will interact with you.

Storytelling is key. Relate how your practice was established and how you continue with emotional success before and after stories. Effective storytelling means keeping your branding consistent and credible across all social media sites.

5. Analytics

Analyzing metrics gives you a picture of your performance. It alerts you where your efforts need to be improved and where you are meeting with success, i.e. what’s working and what needs to be modified.

If you find you don’t have the necessary skill set, take some time to complete some training.

Check out “Content Copy Made Easy” on Amazon.com