Perhaps your healthcare business is new, or maybe you have been operating successfully for a number of years. In either case, establishing a robust digital presence is essential, and it is vital that your content marketing keeps up with the times to ensure you reach your ideal clients where they are spending their time most – online. Determining which type of content to use depends on the online platform that your prospects typically browse and consume information. Having the proper strategy in place will help you attract these clients and grow your brand. Most of the best brand strategies incorporate different types of content, utilizing a variety of tools, such as websites, social media, blog posts, events, and any other tools that will help to reach their audience.
Content Types and How to Use Them
Written content can be found everywhere. From your website to your social media, from your digital presence to your traditional marketing efforts – words matter. When putting together your marketing strategy, remember to include the types of content you will need along the way. Here are the four basic content types and the most appropriate places and platforms used for each:
- News and Announcements
1. Informational Content
This content provides relevant, useful information to your target audience. Most informational content is straightforward, to the point, and easy to understand. It gives the reader exactly what they’re seeking, such as an address, phone number, hours of operation, or doctor’s name. This content type is often posted on your website’s Home page or the About Us, Contact Us, or Location pages.
Types of Informational Content
- Billing and Insurance
- Medical Departments and Centers
- About Us (Mission and Vision; Physician Biographies with accreditations)
- Contact Us (Locations and Contact Information)
2. Educational Content
The relationship between consumers and healthcare providers has significantly changed since COVID-19 impacted everyone’s lives. People are more interested than ever in becoming more informed about their health, which gives you the chance to educate your audience rather than let them come to you with potential misinformation.
Educational content is also valuable for search engine optimization (SEO) and driving traffic to your website, as long as it’s SEO-friendly content. Educational healthcare content meant for public consumption is usually clearly written in plain language, leaving the technical jargon behind. Since many large healthcare brands are now producing a great deal of educational content, you will need to break through the clutter by creating engaging content that is also unique and high-quality.
Types of Educational Content
- Health Services & Treatments
- Medical Procedures
- Diseases and Conditions
- Patient and Visitor Guides
- Appointment Processes
- What to Expect
- Clinical Trials
- Lifestyle Tips
Besides your website, this content type can be found in blogs, white papers, ePapers, how-to guides, or videos that the consumer can download anytime.
3. News and Announcements
As your business expands, readers want to hear about what is happening within your organization. This might include new locations, new staff or physicians, and any new services or treatments. You can also announce milestones and anniversaries for your company or reveal recently-won awards. News and announcements are also a great way to relay any health guideline updates released by the CDC or FDA.
Types of News and Announcement Content
- Press Releases
- Blog Posts
- Social Media Posts
Another way to reach your target audience is by participating in healthcare-focused events. This can include community events, such as health fairs, fundraisers, charity auctions, or events for your staff. Several tools can be used to share and promote these events.
Content Assets for Events
- Website Events Page
- Email Marketing
- Social Media Posts
A strong content marketing strategy includes a plan for picking the right tools for the job. While you might have worked hard to develop a brand message, the medium through which you tell that story is just as important. If you are looking for assistance writing high-quality, unique, and engaging content for your audience, reach out to Watch Media Group to learn more about the types of written content that would work best for your target audience.