We hear the phrase “modern age” relatively often but what does this mean for healthcare marketing? Healthcare marketing is entirely different now than it was five years ago. It has become a competitive field and to be a successful healthcare brand marketing has to be intelligent, engaging, and relevant. One of the most important ways to market your healthcare brand is through digital content marketing. 

NewGen is a premier marketing firm dedicated to helping brands reach their marketing goals. We specialize in content creation, digital marketing, and website design. Our goal is to help your brand reach its full potential. We understand the importance of content marketing and how beneficial it can be to a brand. Feel free to contact us if you have any questions. 

What is Content Marketing

Content marketing is not by any means a new concept but with the ever-increasing need for digital healthcare content marketing is at an all-time high. When a brand creates content it is for the purpose of engaging their audience and gaining new leads to check out their healthcare brand. Content marketing is the process of creating content for a target audience. 

When it comes to content creation, the target audience is vastly important to consider when creating content. If a healthcare brand that specializes in spine care creates content about knee injuries then the content is essentially useless to the brand overall. 

Basics of Content Marketing 

Creating a content marketing strategy can be a difficult task to manage but it is not impossible and there are a few tips to excel in your content marketing. Here are some of the basics of content marketing:

  • Begin with the audience in mind. When creating content be sure to keep your target audience in mind. It is vital that your content is relevant to this audience as they should be the main focus of your content. 
  • Keep it simple. Your content needs to be authoritative. You want your audience to know that you have an expert understanding of the content you’re producing but it is important that your content is easy to understand. Medical terms can be dry and complicated so try to use a conversational tone in order to keep your audience engaged. 
  • Consistency is key. When it comes to content marketing being able to consistently put out content is another important aspect of healthcare marketing. Inconsistent content will not engage your audience and won’t rank well either. 

A Modern Approach to Content Marketing

Understanding B2B and B2C

Another aspect of making digital content is creating content for business-to-business (B2B) or business-to-consumer (B2C). This distinction is important because although they both fall under a brand’s target audience they are both different types of audiences. Consider the following factors that explain the differences between the two in terms of content creation. 

1. For B2C content, the language and tone should be clear and unambiguous, so that it is accessible to people of all ages and levels of experience.

2. For B2B content, the language should be more complex and pitched to the expertise of the target audience.

3. In terms of distribution channels, B2C content might be more suitable for short blogs and social media, whereas B2B content might include whitepapers, long-form blogs, research-driven guides, newsletters, and webinars.

Making Successful Content Creation 

Making effective and engaging content is a vital aspect of content marketing. The following are tips to help take your content to the next level. 

Your Community Matters

To improve your content marketing strategy, reach out to your community and patients. During these conversations, ensure that personal health information is not shared. Engaging customers on a platform can be a great way to generate ideas. 

Collaboration with customer-facing teams and clinical teams is also essential to understanding patient requests and questions. In order to ensure success in content marketing, traditional audience research must also be conducted. To truly capture the needs of your audience, engaging with customers through interviews and learning their language is important. By doing so, you will gain a deeper understanding of the problems they face and be able to communicate better with them.

Understanding the goals and challenges of your customers and prospects is important when speaking with them. Your content will be more likely to resonate with your audience if you do this. When creating content for healthcare companies, you must adhere to HIPAA compliance protocols. Learn their communication preferences, channels, content formats, and the language they use when communicating with other brands. You will be able to address them more effectively if you have an understanding of their communication style.

Content Ideas Research

Completing a content ideas search in the healthcare space is not finished without looking into competitive research. To optimize your content research strategizing, there are several steps that need to be taken:

Evaluating their overall content strategy – what content are they creating, what categories does it fall into and what mediums are they using to share it? It might be worthwhile having a look at their websites and social media accounts.

Examining their SEO strategies – what informational and transactional keywords are they ranking for? Which are their top-performing pages? Utilizing the Organic Research tool can assist with this.

Doing a keyword gap analysis to discover the differences between their current rankings and yours. The Keyword Gap tool can come in handy here. Afterward, make use of the insights found in the research to improve your content plan depending on what is successful in your sector.

In order to capture new audiences and stand out from the competition, healthcare brands should explore diversifying their content by introducing new formats. While academic-style articles are often used in the healthcare industry, other content types such as short-form videos, interactive tools, data-driven guides, and checklists can be beneficial. 

Furthermore, creating content across the different stages of the buying cycle is a great way to nurture leads. According to the survey, blog posts, videos, and success stories were the most successful types of healthcare content. Additionally, try utilizing less common formats such as podcasts, data visualizations, ebooks, and quizzes to differentiate yourself from others.

Effective and User-Friendly Content

To make sure your content is effective and user-friendly, we suggest the following:

Organize your content into well-defined categories and hubs. Make sure the information you provide is related to your audience’s questions, challenges, and needs.

Ensure that your content is easily discoverable on your website. Consider user experience when arranging your content – strive to make it easily navigable as well as searchable by keywords. This will help not only your readers but also search engines better understand the site’s structure, which may result in higher rankings.

Structure your articles using advanced headings (H2 + H3 + H4) and ensure readability with plain language. Include images, infographics, and videos as they can give your content a more human touch, making it easier to understand.

How NewGen Can Help

As a healthcare marketing agency, NewGen Marketing helps healthcare brands achieve their marketing goals. Our team is dedicated to providing healthcare marketing solutions for any needs. The range of services NewGen offers includes web design, search engine optimization, and quality content. You can count on us to provide you with a comprehensive marketing strategy that is both realistic and achievable while also maintaining your brand’s vision. 
Contact us today if you have any questions about NewGen or other general marketing questions. We are more than happy to help you with all your healthcare marketing needs.