The right content drives targeted leads and converts them at any point in the customer journey. But what are your options?
The healthcare content marketing ideas below can improve engagement, accelerate lead generation, and build brand awareness, whether you are a medical facility or a practitioner.
- 1 5 Medical Content Marketing Ideas You Can Try
- 1.1 1. Long-Form Content to Highlight Your Expertise
- 1.2 2. Content Optimized for Voice Search to Connect with Mobile Audience
- 1.3 3. Content Silos to Improve Organic Search
- 1.4 4. Repurposed Content to Provide More Updated Relevant Information
- 1.5 5. Interactive Content to Boost Lead and Patient Engagement
- 2 Summing Up
5 Medical Content Marketing Ideas You Can Try
Content is the tie that binds most online marketing strategies. Do it right, and you have accomplished around half the job.
Even better, your options are almost limitless, even if you consider patient privacy and industry regulations.
Begin with the five healthcare content marketing ideas below.
1. Long-Form Content to Highlight Your Expertise
Long-form content is anything over 1,000 words. It can take many different forms, including articles, blog posts, e-books, and even white papers.
According to Digital Authority Partners (DAP), it offers the following benefits:
- Provides more opportunities for keywords, long-tail phrases, and other related search terms that patients and consumers might use to find healthcare information
- Increases visibility and potential for higher rankings in search engine results pages (SERPs)
- Maximizes potential for lead generation and conversion due to the in-depth nature of the content
- Holds readers’ attention longer, giving you a chance to comprehensively educate them about healthcare topics
- Builds trust and credibility with potential and current patients.
- Case studies (e.g., success stories, treatments, and their outcomes)
- Educational posts and videos about medical topics or treatments
- Guides on how to access resources to get help with a particular condition
- Opinion pieces, such as interviews with industry experts or future predictions
- Establish a voice and tone for your writing that is welcoming, helpful, and informative.
- Make sure your content is well-researched and fact-based.
- Write in a clear and concise manner, using easy-to-understand language.
- Use storytelling and examples to illustrate your points.
- Break up your content into easily digestible sections.
- Use visuals (e.g., infographics, charts, graphs) to add interest and clarity.
- Check for accuracy and completeness before publishing your content.
2. Content Optimized for Voice Search to Connect with Mobile Audience
Insider Intelligence forecasted that over 40% of the population would use voice search assistants. The number does not appear to decline in the next few years.
Now is the best time for healthcare industries to embrace this search method because it is still in the early adoption stages. Besides, it offers the following advantages:
- The language is natural and easy to understand.
- Voice searches are more conversational, meaning they better match how people naturally speak.
- Patients can access information faster and more accurately, enhancing trust.
- Q&A pages that focus on commonly asked questions about a particular medical condition
- Tips and information on how to treat common ailments
- How-to posts and videos on how to access healthcare services Instructions for using specific devices or products related to medicine
- Articles optimized for local SEO, such as those that used “near me” or “close to me” keywords
- Focus on one- or two-word queries.
- Use conversational language in your content. Include “trigger” words in your content related to what, how, when, why, and where.
- Optimize your website for local SEO with geo-specific keywords (e.g., city names).
- Make sure your content is easy to read and understand.
- Add an FAQ section on each page with simple, direct answers.
3. Content Silos to Improve Organic Search
Content silos are a way of organizing your content around specific topics. Usually, it is made up of a main page and other pages that break up the content further.
This type of content offers the following benefits:
- Helps organize your website’s content in an easily navigable structure
- Boosts rankings for related search terms because each silo focuses on a specific topic
- Increases click-through rate (CTR) by dividing subjects into smaller pieces of more targeted content
- Maximizes potential for lead generation by letting you cover specific topics more deeply
- Main page about knee surgery contains subpages on related topics such as what to expect with the procedure, recovery time, post-operative care instructions, and FAQ
- Pillar page about diabetes that links to subpages, such as diabetes types, lifestyle changes, treatments and medications, and dietary advice
- Start by researching the topics you want to cover.
- Organize your content according to specific topics and keywords.
- Create a primary page and then link it to other relevant pages on your website.
- Include internal links to related content on each page and visuals and multimedia elements wherever possible to add interest.
- Focus on optimizing each page for its targeted keywords.
- Make sure your navigation hierarchy is clear and easy to use.
4. Repurposed Content to Provide More Updated Relevant Information
Repurposing content involves updating, modifying, and reformatting existing content to create something new. As an underrated healthcare content marketing strategy, it gets you more mileage without starting from scratch all the time.
- Saves time and resources by leveraging what you already have
- Boosts discoverability by reformatting your content into more popular, modern formats
- Maximizes potential for lead generation by combining different pieces of content into one comprehensive piece
- Helps build trust with your audience by providing them with fresh and relevant information
- Improves SEO by providing fresh content on topics you already cover
- Turn a blog post about a medical condition into an infographic.
- Update an existing podcast episode and republish it with new data.
- Rewrite a white paper to turn it into an e-book.
- Convert a case study into an online course.
- Start by analyzing your existing content to determine which pieces are most appropriate for repurposing.
- Audit your content regularly to ensure it is accurate and up-to-date.
- Research the various formats you can use to repurpose your content.
- Choose the format that best suits your repurposing goals and audience.
- Gather feedback on the new versions of your content before publishing them.
- Ensure you optimize each content piece for its target keyword or phrase.
5. Interactive Content to Boost Lead and Patient Engagement
The best healthcare content is 50% science-backed, 50% helpful information and engagement. You can combine them to create content that engages, educates, and entertains your audience using the latest tactics and technologies.
Interactive content helps:
- Improve user experience by providing a more immersive way to consume content
- Boost engagement with your brand through interactive lessons and quizzes
- Enhance customer loyalty by providing them with educational experiences they will not find elsewhere
- Lets you leverage new technologies to create an engaging content
- A virtual reality tour of your medical facility for patients
- Quizzes to help users find the right treatment options
- Interactive video to explain complex procedures and treatments
- Online games to educate users on common conditions or treatments
- Live Q&A sessions to get direct feedback from potential patients
- Start by researching the latest interactive content trends.
- Choose the format that best suits your goals and audience.
- Brainstorm ideas for interactive content that you can create.
- Test the user experience of your interactive content to ensure it is smooth and easy to use.
- Promote your interactive content through social media and other channels.
- Add interactive content to your existing content strategy for maximum impact.
With healthcare content marketing, you can build trust and position yourself as an expert in your field. You can create, curate, and share valuable content with your audience.
Following the above-mentioned strategies puts you on your way to becoming a leader in your niche by making you relevant, trustworthy, and credible. But if you find implementing them challenging, work with an experienced content marketing agency that knows the ins and outs of your target market.