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?