1 Tip That Will Improve Your Hospital’s Content Marketing Efforts

Brand-Driven-Sketch-NotesContent marketing is certainly a buzz phrase lately. And not just in healthcare marketing – in all industries. Everyone knows that content is king (excuse the cliché!) but not everyone knows how to actually go about producing valuable content.

I attended Brand Driven Digital’s Content Marketing Boot Camp yesterday and here’s a tip I learned that will help you up your content marketing game.

Treat questions like currency.

A great channel for figuring out what kind of content your audience wants to consume is right in front of you: your patients. They have questions. Lots of questions. I’m a patient and a few questions that pop into my mind are: “How do I tell if it’s a cold of the flu?” or “Fevers: when do I take my child to the ER?” or “Why antibiotics aren’t always the answer.” or “Five myths about flu shots.” Yes, my family just had the flu and I was a Googling machine. But I digress.

Figure out a way to capture the questions your patients ask – maybe you could collect them from social media accounts or ask nurses at your clinics to share frequently asked questions – and develop content that answers their questions. This not only positions you and your hospital as an expert and a resource, it’s hopefully developing content that lots of people would like to consume, adding to its shareability factor.

The thing about content marketing is – it sounds new and time consuming. But chances are, you’re already doing a lot of content marketing at your hospital. Creating useful content is something you’ve likely been doing for years. This new emphasis on content marketing should help you think about your efforts in new ways and hopefully keep it top of mind.

For more tips on content marketing and to learn more about how to develop great healthcare content, be sure to sign up for our free March webinar: The $64,000 Question: How Do We Improve Our Web Content?

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This entry was posted in Content, Industry Trends, Marketing, Tradeshow/Conference by Heather Stanley. Bookmark the permalink.
Heather Stanley

About Heather Stanley

A born storyteller, Heather shares her creative ideas and love of writing with Geonetric as our senior marketing communications strategist. Through campaign development, content marketing and media relations, Heather helps shape our message in the market with compelling and powerful copy. This seasoned communications professional and award-winning writer has 15 years of experience in both print and digital marketing. She holds a bachelors of business administration in marketing and a bachelors of arts in communications studies from the University of Iowa and has taken graduate level advertising courses at Boston University. Always eager to learn the latest marketing trends, Heather is a co-organizer of a popular Digital Marketing Meetup.

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