As more patients are searching online for medical information, it’s important to create great health content. A recent panelist at the Search Engine Success New York conference shared 5 tips I think are worth considering for health content on your hospital website. Here’s a recap of the list from Byron White, Chief Idea Officer, ideaLaunch.
1. Develop a content marketing plan
Many digital marketers just dive in without any type of plan. This is always a mistake Before going any further, you need to get organized and understand next steps. Decide what health content you want to feature and the resources necessary to make it credible.
2. Find the hot topics and keywords
By understanding the industry and leveraging tools, you can discover topical and trending topics to include as part of your health content mix.
3. Develop customer profiles for testing/research the competition
Building consumer profiles and peer market research allows you to draw upon a knowledge base when creating health content to stand out from the competition while also connecting with your audience.
4. Infuse your brand with great health content
Identify your content as your brand (and your brand is your content).
5. Create stories
People connect with stories more than just product pages and lists of features. Tell stories and connect with prospects at a much deeper level.