Content marketing strategy: What is it and how can it help your practice?

In today’s fast-paced business world, digital marketing is a vital component of any successful marketing strategy. With more and more consumers researching online, health practices need to have a strong digital presence to stay competitive. 

One area that can sometimes be misunderstood is content marketing. However, in essence, it is all about showcasing your expertise and providing value to your ideal client. By creating content, you’re not only attracting potential clients but also building a valuable resource that you can repurpose across various platforms and networks.

Content marketing strategy

Without a content marketing strategy, your efforts may be wasted, and your approach may lack direction and measurement practices. On the other hand, a solid content marketing plan can help build client relationships, increase brand awareness and ultimately drive patient bookings.

Research shows that 67% of marketers believe that an effective content marketing strategy successfully generates new leads, while 72% report that it helps educate their audience and 63% say that it helps build loyalty with existing clients/customers.

In this noisy digital landscape, a well-executed content marketing strategy can help health practices stand out and connect with their target audience on a deeper level. It is a powerful tool that can have a significant impact on your business’s success. 

So, if you haven’t already implemented a content marketing strategy, it’s high time to do so.

What is a content marketing strategy?

A content marketing strategy outlines how a healthcare practice will use valuable content to attract and retain a specific audience and drive client and patient action. It establishes the practice as a thought leader and builds trust, credibility and brand awareness. 

But how?

Blogs are the best avenue to provide comprehensive and detailed information and introduce difficult topics and make it easier for potential clients to understand complex issues. 

Email newsletters provide a tailored platform to share your healthcare practice’s latest updates and tips directly with your clients. By granting subscribers exclusive access to services and insights that they wouldn’t have otherwise received, they feel they are valued which can then boost their sense of importance and establish a personal connection.

Social media channels offer an opportunity to showcase your healthcare practice’s human side and personality, rather than coming across as a distant and detached business. This two-way communication approach allows for increased engagement with your audience, promoting a sense of relatability and openness.

5 ways a content marketing strategy can benefit your practice

A content marketing strategy can be a powerful tool for healthcare practices looking to attract and retain clients. Here are five key ways that a well-executed content marketing plan can benefit your practice.

1. You create cost-effective marketing initiatives

Without a doubt, the debate between traditional and digital marketing has been ongoing for quite some time. 

Traditional marketing has its drawbacks, and some marketers view traditional marketing as unreliable given that it’s impossible to edit a print ad once it’s out. If you discover a mistake after the ad is circulating out to the public, too bad. 

In addition, traditional marketing tends to be more expensive. Running a print ad can cost anywhere between $2,000 to $160,000, with no guarantee of who it will reach or the results it will yield. 

As the world continues to embrace the digital age, marketing strategies have evolved, and digital marketing has taken centre stage. Not only is digital marketing often more cost-effective than traditional, but it’s also a direct way to connect with target audiences on a global scale.

New research indicates that half of all marketers believe that digital marketing offers significant advantages over traditional marketing due to its ability to encourage customer interaction. Businesses can take complete charge of their audience growth and gain immediate insight into the effectiveness of various elements of their marketing initiatives.

2. You build a portfolio of evergreen content

Evergreen content is the cornerstone of successful search engine optimisation (SEO) as it remains relevant and sought-after regardless of time or season. 

Unlike time-sensitive content, evergreen content retains its value and relevance to readers for years to come. Fortunately, the healthcare industry boasts a wealth of evergreen topics, given the perpetual need for health-related information online. Therefore, creating high-quality evergreen content is a surefire way to establish a long-standing online presence and attract a consistent flow of traffic to your website. 

For example, the official website of the Australian Government Department of Health contains a wide range of evergreen content that covers various topics related to health and lifestyle practices. This type of content often provides educational, informative or instructional information that is not likely to change significantly over time. 

These include health conditions such as common illnesses and chronic diseases, plus information on symptoms, diagnosis, and treatment options. It also covers topics on preventive health and how it is about taking steps to prevent the onset of disease and illness. 

3. You increase audience engagement and interest

By expanding your marketing efforts across multiple channels, you can achieve significant returns. Over 85% of consumers want both digital and non-digital interactions with businesses, and 68% are willing to spend more money with a business that uses these channels to create a stronger customer connection.

To effectively execute this strategy, start by analysing your current audience’s engagement patterns, buying behaviours, preferred pricing, and other details to discover commonalities. Then, use this information to inform or refresh your outreach.

To reach new people who are interested in your business, use the knowledge you have about your current contacts to pinpoint opportunities to create personalised communications that demonstrate your understanding of their needs and desires.

Revisiting your social media strategies and channels, whether you’re a social media novice or a seasoned pro, can also help you establish relationships with your audience. People want to connect with businesses they enjoy on social media, with 66% of Facebook users following at least one business. 

4. You improve brand awareness for your practice

Brand awareness is a critical component of any successful business strategy. It refers to the extent to which your target audience is familiar with your brand and the services it offers. Strong brand awareness gives your business a competitive edge, as customers are more likely to trust and book with businesses they recognise. 

To establish strong brand awareness, you need to focus on building recognition within your targeted audience. One effective tactic is to assess your email list and implement a solid email newsletter campaign. Email newsletters are a popular content marketing tool with 81% of B2B marketers using them in 2020

Marketing emails can influence client decisions, with 59% of respondents saying they are often influenced by them to take action. Email newsletters also provide measurable performance statistics, such as open and click rates, allowing you to track your progress against industry averages. 

By implementing a content marketing strategy, practice owners can achieve their brand awareness objectives and gain a significant advantage over their competitors.

5. You boost your Search Engine Optimisation (SEO) ranking

At its most basic level, the purpose of SEO is to boost a website’s ranking in organic search engine results. Essentially, the better your SEO, the more likely people are to find your company when they search on Google.

One of the most effective ways to enhance SEO is by creating compelling, trustworthy content that will attract searchers to your site. A content marketing strategy will allow you to identify the topics and themes you need to touch on so that your ranking increases on search engines.

To achieve this, it’s important to post articles on your website that provide valuable insights and expertise that will appeal to new readers searching for specific queries. If you’re struggling to come up with ideas, analysing your competitors’ content and considering common customer questions can be helpful. 

As you develop content, make sure you’re telling engaging stories, adopting a conversational tone, and connecting with your audience. Be sure to naturally incorporate relevant keywords that your customers are searching for.

While this is just the beginning of what can be done with SEO, it’s important to keep it in mind so that your well-crafted content doesn’t go unnoticed on Google. 

Content marketing is a powerful tool that can significantly benefit healthcare practices looking to attract and retain patients. By implementing a content marketing strategy, you can build trust and credibility, create cost-effective marketing initiatives, produce evergreen content, and increase audience engagement and interest. 

With more and more consumers turning to online research, healthcare practices need to establish a strong digital presence, and a well-executed content marketing plan can help them achieve that.

QUAY Content Marketing is one of the leading specialists in healthcare marketing. Our content marketing packages provide proven approaches to meet your practice needs. Contact us and we will help you get started.

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