Good content strategy is more than words on a page. Consider a blueprint when you start planning a page of your site. Who is your audience? What is the main message of this page? What should a reader do next?
From there, think about the layout of the page. Page architecture is the support for what you want the content to say.
Cone Health Medical Group has more than 500 providers, over 100 locations and one goal in mind: connect potential patients with physicians who can help them feel their best.
That’s why Cone Health Medical Group decided to change the focus of their website and put the spotlight on their star players: their doctors and providers.
It seems like, almost every day, there’s a new digital marketing tool or platform to help you push forward your online and offline marketing efforts. And there’s nothing more exciting for a marketer than to work with a client who’s willing to give all the cool new tricks a try to see how they work.
That’s what Geonetric found in the marketing team at Genesis Health System when we teamed up to promote their BirthCenters in Davenport, Iowa, and Silvis, Illinois.
Adding a health library on your website is an investment. But if it’s leveraged well and properly integrated into your website content, it can be a very powerful tool that acquires patients and provides a positive return on your investment.
The key is to make sure visitors are able to find your health library content at the exact moment that they want it.
The idea of content marketing is certainly hot right now. A strong content marketing strategy does a lot of promotional work for you, but also provides immediate value to your audience. This type of marketing can take many forms, but blog posts are a common way of generating buzz, traffic to your website and, ultimately, more patients/interactions at your organization.
Let’s set aside the technical aspect of creating and maintaining a WordPress blog for now and focus on the strategy of writing great content, getting physicians on board and putting that content to work for your marketing goals.
The beauty of the web is in its flexibility to transform to meet individuals’ needs. But it takes due diligence on our part as developers and content editors to make sure that content is provided in a way that assistive technologies can use to present the information in different ways. If done properly, this ensures that all information you provide on the web is available to everyone regardless of physical, cognitive, or technological limitations.
From a marketer’s perspective, good Web content does two things:
First, it helps people find you. Google and other search engines rank only pages with valuable, relevant, high-quality content.
Then, it drives action. Or, in Web speak, it converts. It turns your site visitors into patients, donors, job applicants — or whatever else fits your specific goals.
The benefits of good content are clear. But what is good content? How do you know what to include? Where do you start?
I love learning and talking about content strategy. And writing. And editing. Oh, and style guides. Man, do I love a good style guide. Seriously. It totally pumps me up.
Luckily, at Geonetric, I’m surrounded by people who feel the same way. And just last week, four of us braved Midwestern road construction season and drove north to Minneapolis for Confab Central 2015, a content strategy conference.