How can you connect with your patients on a deeper level?
Tough question. Before you start racking your brain, start thinking about content marketing for your healthcare organization. The advantages of audience engagement, reduced promotion spend, and increased brand recognition all make content marketing an attractive strategy.
Content marketing is a term that is tossed around regularly in business circles, but I've noticed numerous myths surrounding the topic. I’d like to clear up some common false misconceptions on this subject to help you understand how content marketing works.
Before you start...1. “Content marketing is a new strategy”
Content marketing is quite an old concept for marketers. Innovative new strategies have definitely been introduced to the market, but not the whole concept. There are some awesome instances of Content Marketing that were created before anyone imagined the web.
Did you know the Michelin Guide was created in 1900 by the Michelin tire company? What started as a roadmap for early automobile owners, now sets the world standards for gourmet restaurants. Communication methods for content marketing has changed. Therefore, everyone has forgotten about the real concept of content marketing.
A simple, helpful infographic is an example of content marketing.
If you think like that, then prepare for disappointment. Simply producing content does not attract target audiences. High quality content is an integral part of content marketing, so you can’t cut corners here. First, characterize the target audience. Then, plan engagement strategies that will incorporate methods of communication, distribution and engagement with said audience.
After your plan is ready, start creating organized content. Include a plan to measure the content’s success. This will guide improvements in your content and distribution.3. “Any kind of content helps”
Not at all! Believe me on this one, if there was a straightforward equation to content marketing achievement, we’d all be rich! In this competitive world, creating extraordinary content that relates to the target audience is most important thing for businesses. Content should be attractive and entertaining to people. Quality always beats quantity. Well targeted content may reach fewer people, but more of the right people.4. “Content marketing is not viable for B2B marketing”
If you really believe that, you’re underestimating your audience. People often assume that only consumer-focused brands or B2C businesses benefit from content marketing. They think B2B businesses have no scope for it. What they don’t realize is that business managers react to marketing like individuals.
For example, my father owns a manufacturing unit. I have made different videos on the work process, unit features, and quality assurance methods. It caters to the target audience easily, because businesses need to build trust before making a decision. He does this by showing the videos to prospective customers from around the world.
Content marketing helps business owners make informed decisions.
5. “Content marketing means lots of work and small return.”
Creating good content is not a small cup of tea. Content marketing is a time consuming and difficult job. However, the advantages and return on investment can far exceed the time and effort you put into it. High quality, and well-distributed, content creates brand awareness, engagement, traffic, conversions, and ultimately - sales. So, there is no loss in returns.
Unfortunately, some marketers don’t know how to calculate the return for the content marketing. Start by estimating. If you’re hoping to grow your audience, this is what you ought to do: benchmark your content traffic after one month. Then, try tweaking your strategies to improve that number every month.6. “After seeing the content, consumers will immediately buy the product.”
Content marketing is not a process that can be completed in a single sitting. It should be a long-term strategic goal. Content marketing does not quickly lead to conversions. But remember, good things take time.
Without a doubt, your content marketing should prompt some sort of a call-to-action, such as email address collections. Don’t anticipate the first action to be booking an appointment, or that it will happen within the first visit. Most of the visitors will visit your site multiple times before actually completing the call-to-action.7. “Focusing on one social channel for content marketing is enough for our business.”
Marketers put a lot of effort into providing great content for the campaign. When content is not shared thoroughly, all the hard work is wasted. You have to invest as much energy in promotion as you spend on the content.
This means incorporating a social sharing calendar. I recommend creating a social media promotion every time you update or publish content on your website. There are different tools available you can use to manage your schedule.
Scheduling lets you get it done in one go, and be set for the month.8. “Content marketing is just brand-awareness promotion.”
Brand awareness is the initial objective in content marketing. Brand awareness promotions focus on the company’s product or services (aka the company’s needs). On the other hand, content marketing is created and optimized to target patients and fulfill their needs.
Content marketing is not limited to promoting products and services. It focuses on your consumers’ mindset and fulfills their demands. Basically, content marketing and brand awareness promotion are two different pillars of your business’s marketing strategy.9. “Content marketing is the marketing department’s job.”
Yes, the marketing department will lead content marketing campaigns. However, restricting your campaign activities to one department is a missed opportunity for a well-rounded strategy.
Think about patient experience reps, who directly engage with patients. They answer patients' questions and talk with them every day. Most questions they answer could be an excellent topic for your next piece of content. However you do it, find an effective way to provide this same information to potential patients' with similar inquiries.
Getting into content marketing to make sales is fine. However, when your key objective is to educate your patients or connect with them in a fun, energetic manner, you'll see that your long term outcomes are substantially more grounded.
Content marketing success is not an overnight process. It’s more like your everyday workout that should be introduced into your routine. Pulling together a fundamental content marketing strategy doesn’t need to be an immensely tedious activity, simply understanding who you’re focusing on with every prospect is a decent start. With the right approach and commitment, content marketing can deliver huge benefits to your healthcare organization.
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