Why do you, as a healthcare supplier, publish content?
You want to demonstrate your authority as a brand and set yourself apart from competitors, right?
You can’t accomplish any of your goals without solid branding throughout your content.
Branding your healthcare content isn’t as simple as tossing in a logo and colors. Instead, it requires a more nuanced strategy.
Today, we’ll cover some untapped content optimization tweaks for effective branding in healthcare to solidify your presence.
6 Content Optimization Tips to Improve Branding in Healthcare
For healthcare suppliers and manufacturers, branding cannot be an afterthought. You must incorporate branding throughout every piece of content you publish.
In some cases, branding will indeed include obvious logos and colors. In others, however, branding will ooze from your content in less noticeable ways.
Potential buyers and current customers need familiarity with your content. Familiarity breeds trust. Trust encourages loyalty.
Consistent branding is especially important for healthcare suppliers where the buyer’s journey is long, and the stakes are high. Your branding must be standardized and preserved over time. Make it your goal to prioritize branding in every comment, blog post, tweet, video, and more.
1. Look for Content Gaps to Position Yourself
7% of Google searches – over 1 billion a day and 70,000 every minute – relate to healthcare. While some come from consumers, many are doctors and decisionmakers searching for answers to their problems and questions.
Your job is to figure out which of those queries you can answer.
Start with your competitors– research their content strategy to see which topics they already cover thoroughly. From there, study your audience’s pain points to find a content gap and focus on creating content within that arena.
2. Develop a Thought Leadership Strategy
Thought leadership isn’t reserved for Silicon Valley startups, and it’s not about nuance for its own sake. Thought leadership is about leading in your industry through well-researched content and conversations – and it’s an important part of content optimization for branding in healthcare.
In an industry like healthcare, it’s especially vital to use real author names for your content instead of generic terms like “staff writer.” Make sure only experts in your field create your content and use the same author names to build familiarity.
All of Share Moving Media’s unique publications fill a distinct gap as thought leaders. The Journal of Healthcare Contracting, for example, is the only publication dedicated to the healthcare supply chain, and readers rely on us for the authoritative content we provide.
3. Incorporate Your Identity into Media Content
Multimedia content is your big chance to incorporate branding like logos and colors into your content marketing:
- Custom email newsletter and social media header images
- Adding a color filter to your images and graphics
- Using your brand’s color scheme for infographics and social graphics
- Adding a watermark to your image content
- Including a brand logo in the corner of your videos
- Using your brand color palette for video production
First, make sure every piece of multimedia you publish is authoritative, useful, and relevant to your audience. You don’t want your brand associated with generic or boring content.
4. Settle on a Specific Brand Voice
Remember, branding must be standardized and preserved. You can’t preserve your branding if you don’t create a standard. Comprehensive brand guidelines are key.
Most brands know to include logo and color rules in their guidelines, but they neglect voice and tone.
Setting the standard for voice and tone ensures your blogs, videos, and social media posts all sound the same no matter who writes them. A consistent tone might seem subtle, and it certainly is. However, a consistent tone also has a huge impact on trust and familiarity.
5. Interact with Your Followers
Don’t be a broadcaster. A broadcaster publishes content to social media but never interacts with their followers or shares content from other accounts.
Social media is most useful as a conversation or relationship-building tool. For healthcare suppliers and manufacturers, casual conversations in your comments and tweet replies go miles towards humanizing your brand.
6. Include Emotional Social Share Triggers Throughout Your Content
Creating useful content is important, but usefulness alone won’t earn you shares. You must trigger an emotion if you want people to share your content with others.
If sharing the content will demonstrate that someone is a good person, they’re more likely to share it:
- People want to look intelligent and informed on the most current medical best practices (urgency, importance)
- People share content to help others, like tips or insider information (exclusive, interesting, unusual)
- People want to show their humanitarian nature by sharing content on important causes (heartwarming, optimism, inclusivity, sadness)
- People share content that sparks conversations (intrigue, excitement, surprise)
Certain emotions work better than others. Consider what emotions you want associated with your brand.
Prioritize Content Optimization for Branding in Healthcare and Build Better Relationships
Consistent branding in content humanizes your business and is necessary for technical fields like healthcare supplies. Content is your big chance to connect with decisionmakers at offices and hospitals and form professional relationships.
Use branding to give them something to remember and solidify your presence as a thought leader in your industry.
Content from Share Moving Media reaches the offices and homes of several thousand healthcare decision-makers across the country. Get in touch with us to start planning your comprehensive content strategy today!