Content marketing has quickly become an integral part of digital marketing. According to HubSpot, content marketing can expand your influence in target markets, boost conversions, build customer trust, advertise your products and services, and create a stronger sense of community.
Healthcare industry leaders in particular have embraced content marketing for the valuable information it can share with readers and the value it returns to their brands.
What Is Content Leverage?
The digital age has empowered consumers, both B2B and B2C, to make smarter purchasing decisions and expect more from businesses. Purchasers seek relevant and educational content to aid in their decision making before choosing to partner with or buy from a business.
Content marketing works by delivering high-quality, valuable content to your audience while promoting the highlights of your products and services. Once you understand your target audience, you can deliver the right type of content.
To get the most out of your content, always keep your target audience in mind. This creates the greatest opportunity to engage with a larger and more relevant audience. By considering their needs, you will be better prepared to deliver content that will impact and interest your ideal buyer.
As you create more content, you become a reliable and trustworthy source for both your current and potential clients and partners. Offering valuable content reinforces your expertise while offering solutions to the key issues facing your target market.
3 Tips For Leveraging Content
1. Research, Research, Research
More than any other industry, the healthcare industry is constantly changing and improving. In order to continue delivering relevant content, you must be up to date on changes in your industry to demonstrate your company’s expertise and relevancy.
Depending on your specialty, you may offer content such as how-to guides, help documents, FAQ’s, product reviews, or other forms of content that will provide pertinent and valuable information to your audience.
Just as technology builds off of existing concepts, devices, and programs, you can easily update your older content to function as new and relevant content. Sharing insider tips, shortcuts, strategies, and other helpful inside information to provide valuable content to current clients while attracting new leads.
2. Build, Expand, Develop
One of the greatest benefits of content marketing is that you can update and transform most content to be new and exciting. Experimenting with new media allows you to create more content in original ways. Try turning the information from an infographic into a video, animation, or gif as a new and engaging way to share your content.
Creative original content encourages followers to share your content on social media. Re-sharing of this content expands your influence, fosters connections, and solidifies your organization’s expertise and online presence.
Once you’ve curated a solid collection of content, you may want to consider creating pillar pages for your website. Pillar pages organize your content in a way that helps users find new and relevant information, while improving your SEO results. Pillar pages are focused around a specific topic, which improves your chances of appearing in a search result.
If used correctly, high-quality content will not only inform and attract leads, but will also increase your website ranking and authority.
3. Keep it Evergreen
The easiest way to guarantee a consistent selection of useful content is to keep it “evergreen.” Evergreen content focuses on topics that are always useful to your audience. Due to the changing nature of healthcare technology, you may have to update your evergreen content more frequently than other industries, but you can structure your content to make it easy to update.
Evergreen content can include basic concepts that offer useful information to help inform beginners about your industry, products, or services. By choosing evergreen topics at each stage of the buyer’s journey, you will have a range of content to work with and can offer valuable information to a variety of users.
Evergreen content is the easiest to maintain and sustain, meaning you can deliver new, relevant, and engaging content simply by adding onto and updating your existing content.
No matter the form or subject of your content, if you are providing relevant and factual information, you will attract your audience. Content marketing allows you to engage current clients, expand your audience, and educate potential clients about your products and services all from an affordable source.
Content marketing empowers businesses to express their unique business proposition while still providing value and knowledge.
Thanks for stopping by,
Editor’s note: This blog was originally published in July 2020 and has been edited and updated in November 2021.