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Create B2B Medical Content Your Audience Actually Wants to Read

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A well-researched, 1,400-word blog post can take four hours to write, in addition to the hours you invest in content planning and analysis. Most marketers are willing to make this investment in their B2B medical content because it offers a valuable opportunity for generating and converting leads. These benefits start with quality content your audience wants to read.

Learn steps you can take to ensure the content you create is what your audience is interested in.

Key Takeaways:

  • Content creation starts with a strong topic that doesn’t have too much competition
  • Use an attractive and easy-to-navigate format
  • Keep your topic focused on your audience and the specific challenges they face

What Makes B2B Medical Content Creation Challenging?

Every day, content creators publish over six million new blog posts. If your audience isn’t interested in your content, they have dozens of other options. Marketers struggle to make their content stand out from competing articles and media.

Marketers often treat search engine optimization (SEO) as the golden ticket to success. However, over 90% of online pages don’t see any traffic. SEO is still a profitable healthcare marketing technique, but you need more research and effort to use it successfully by creating relevant content your audience responds to.

Healthcare professionals lead hectic lives, especially due to staffing shortages and supply chain delays. As a result, they don’t have the time they used to for reading online content unless that content offers advice and information that can improve their job.

Despite these challenges, healthcare content marketing is rising because you can cut through the noise and encourage your target audience to read your media if you use the right strategies.

5 Tips for Creating Engaging B2B Medical Content

Use these five tips to create quality and relevant B2B content your audience wants to read.

1. Pick a Relevant Topic

Your content starts with a strong topic choice that’s relevant yet not overused.

Relevant topics aren’t just content that addresses your niche. They are topics your audience is actively researching. You can find several content ideas by performing a search on your industry and looking at related searches.

You can also find popular searches in your niche using keyword research tools like SEMrush or Moz. These tools list over 1,000 topics and details on each topic’s competition. You can see who else is using that keyword, what sites are ranking high, and what similar opportunities are available.

Example of keyword research results

Image from SEMrush

When choosing topics, look at the top-ranking content to see what is currently ranking well for keywords in that topic. Then, find a way to create an improved version of that content that offers more information, updated statistics, or higher quality content. This way, you can improve your chances of ranking well while providing content you know readers want to read since similar content is already receiving traffic.

2. Create a Supporting Layout

The longest proper sentence in the world is 1,287 words from William Faulkner’s novel Absalom, Absalom. While most marketers won’t be writing sentences as long as this blog post, they commit several other avoidable formatting mistakes that can make content just as challenging to read as one long sentence.

Your readers will be on phones, laptops, and tablets. To support all scrolling formats and make your content easy to skim and break it up with plenty of headlines, lists, and subheaders. These allow your readers to jump to the most relevant information or quickly read the content if they’re in a hurry.

You can also make your content more visually appealing by inserting images, charts, and videos. Consider using alternative formats for your content, like medical ebooks or whitepapers. These can convey longer pieces of content like case studies in an easier-to-read format than blog posts.

3. Keep Your Content Consistent

A consistent voice in B2B content marketing ensures brand consistency. It ties your content together and offers your audience a more positive reading experience. Companies with a consistent voice also saw a 33% increase in revenue.

For example, if you are an informal brand, you should continue using contractions, casual language, and a personable approach in all your articles. If you suddenly sound like an entirely different person, readers might question your reliability or lose interest in your content.

Your branding should also remain the same. This includes the format of your blog articles, colors, and fonts. In addition, the phrases you use to talk about your brand should be consistent. For example, if your primary value proposition is your reliability, continue repeating similar words that emphasize that feature. This provides a unified brand message to your audience and builds trust with them. 

Trust is one of the main reasons your audience will continue reading your content and purchasing from your brand.

4. Focus on the Reader Rather Than the Topic

Keep your content reader-focused rather than topic-focused. In other words, talk more about why the topic applies to your audience rather than just providing information.

For example, you might address a pain point by covering medical supply chain issues. However, you can increase your reader’s interest in your content by connecting it directly to their challenges with the supply chain. For instance, you might list ways they can improve their supply chain issues.

5. Always Keep Your Content Updated

Fresh content ranks higher than outdated topics. With the influx of online content, your readers can always access the latest information. While an article you published a few years ago saw thousands of readers, you won’t generate the same readership today.

Review some of your most popular articles and update them with new statistics and information. This won’t take as long as rewriting the article because you already have a solid framework. It only requires a slight facelift to stay relevant and rank well in searches.

You can also write the same topic each year. For example, several leading businesses publish annual reports and research. These reports don’t replace the previous year’s publications. Instead, they add another piece of content that can rank online with the latest information.

For example, if you published an article on “The Best Medical Supplies for 2021,” consider writing another piece this year titled “The Best Medical Supplies for 2022.”

Access Resources to Create More Relevant Medical Content

Share Moving Media provides the information and training you need to boost your medical content marketing. Use our solutions to write content your audience wants to read.

Contact us to learn more about our information and communication services.

A Quick Guide to Healthcare Content Marketing

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Healthcare content marketing faces unique challenges. Marketers must communicate about complicated topics while maintaining a level playing field with real-world medical experts. There’s no room for error, and the target audience has little tolerance for fluff and filler. Marketers also must keep in mind regulatory guidelines regarding healthcare advertising and marketing, such as HIPAA.

Creating impactful content marketing in this context can be tricky. However, expertly crafted, well-executed content can still create value for target audiences, engage existing clients, and capture new consumers’ interest. This, in turn, can generate leads, boost business, and drive the bottom line.

Healthcare Content Marketing Today

Understanding the current healthcare landscape is the first step for marketers who want to harness the power of content. According to the 2020 State of Healthcare Content Marketing report, which surveys healthcare leaders nationwide, 89% of healthcare organizations today engage in some form of content marketing. Popular media formats among healthcare content marketers included infographics, videos, newsletters, social media, blogs, and illustrations.

The increased acceptance of modern tactics like social media is great news. Healthcare can be a traditional industry, hesitant to pursue cutting-edge marketing strategies (due in part to the challenges mentioned in the introduction, e.g., regulatory hurdles). Thus, the sector tends to lag behind others in digital marketing adoption and has only started playing catch up in terms of digital transformation.

So, seeing healthcare organizations report using tools like social media is big news. However, the report also raised a major red flag that’s cause for concern. Although the vast majority of organizations are using content marketing, only 28% report having a document content strategy in place. Thus, it should come as little surprise that organizations are failing to see a solid return on investment (ROI) for content marketing. Some 23% of survey respondents report a lack of health content marketing success.

Real-World Examples of Successful Healthcare Content Marketing 

So, what makes for successful healthcare content marketing? One of the best ways to answer this question is to look at real-world examples of companies getting it right. We’ve highlighted some of our favorites below. These examples share a few key traits that make them stand out. They tend to be:

  • Creative and driven by original content.
  • Intentional and results-oriented, with a clear goal (e.g., getting the target audience to use a hashtag to spread a message).
  • Information-based, sharing value-added, exciting content.

See what we mean below.

Johnson & Johnson Medical Devices Vertical

J&J features a dedicated medical devices vertical that provides detailed information about the company’s various supply specialties across orthopedics, surgery, interventional solutions, and vision care. The vertical takes a personalized approach, using direct address (“you”) to engage the reader.

Johnson & Johnson demonstrates how content marketing can make creative use of diverse formats – it’s not just about creating chunks of text. Take this device page devoted to the Trumatch® Graft Cage – Long Bone, for example. The page includes an illustrated timeline of device implementation, from the patient’s arrival in the emergency room to the TruMatch implantation and follow-up. 

The content messaging is clear and stresses innovation, as this device is 3-D printed to accommodate the patient’s body. This messaging is consistently upheld across the platform. For example, scrolling down on the main page, the reader comes across the brief tagline “Medical Devices: 130 Years of Innovation.”

Mayo Clinic “Sharing” Patient Stories Blog

The Mayo Clinic’s Sharing blog shows how adding personalization to healthcare content can enhance influence and impact. This insightful blog features stories from real-world patients and their loved ones – and the healthcare professionals who treat them. The narrative style allows for emotional impact and creates a connection with the audience. However, every story is backed by fact-based evidence.

For example, take the story of Gayle Wilkerson, who has lived for a decade thanks to a left ventricular assist device (LVAD). This is a milestone that very few people have achieved. Medical devices can seem impersonal, and language like “LVAD” can be alienating. However, the interview with Ms. Wilkerson, who lives with congestive heart failure, literally gives this cutting-edge medical device a face.

Cleveland Clinic “Health Essentials” Information Platform

The Cleveland Clinic is another respected source of public health information trusted by healthcare professionals, suppliers, payors, and non-specialists alike. The Health Essentials content platform covers everyday topics “normal” people wonder about, from how to relieve stress to the utility of dry brushing and the possible health benefits of apple cider vinegar.

A comprehensive health library supplements this more informal content. Here, users can search medical questions and answers by keyword. There is also a dedicated vertical for medical devices. For example, if you input “asthma” into the search on the “Drugs, Devices & Supplements” page, you get various suggestions – including results for different types of dry powder inhalers.

The dedicated page for each type of device provides intricate detail. Here’s the page for the Dry Powder Inhaler (DPI): Diskus® as an example. It includes simple explanations, images, step-by-step usage instructions, and maintenance details.

GE Healthcare

GE is a significant provider of medical devices, from radiology to ultrasound machines. Their healthcare platform provides valuable information about their products. However, it also uses effective content marketing by purposefully engaging the website visitor and requiring them to get actively involved. Scrolling down on the main page, you’ll see how people are encouraged to take action.

The promotion for the Vscan Air™ handheld ultrasound device encourages you to “Visit the Experience.” When you click, you’re taken to a dedicated page that incorporates real-world interviews with healthcare professionals, a docuseries, and hashtags you can use to push out the page (#VscanAirFirstLook, #GEfortheFrontlines, #POCUS).

This is a fantastic example of how creative you can get with healthcare content marketing. Creating a streaming docuseries is a genuinely innovative way to capture people’s attention and raise awareness about new medical device products.

Share Moving Media Boosts Your Healthcare Content Marketing

Share Moving Media is a full-service media company that works with medical and healthcare suppliers. We can help enhance your content marketing, creating value-added, actionable content that resonates with your target audience and inspires them to take action. We don’t just help you create content. We support an overall strategy. Subscribe to our newsletter for more healthcare content marketing news.

Ready to ramp up your healthcare marketing? Contact us.

Social Media Isn’t Enough: Why You Need Content to Feed Your Media Mix

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Social media is an effective way to connect with and engage your online audience. However, when it comes to an impactful content marketing strategy, social media isn’t enough. 

Today’s consumers spend nearly 3 hours a day on social media. It’s a great way to reach a highly targeted audience with custom messages, and users can share information easily for an even broader reach. But social media posts are just one aspect of a successful content marketing strategy. To reach more people in the healthcare supply chain, medical sales, and hospital purchasing, you should create an omnichannel media mix that will attract attention, drive traffic to your site, and generate revenue.

Keep reading to learn about content marketing and why social media isn’t enough to feed your media mix.

Quick Takeaways

  • Content marketing is the creation and distribution of information that provides tailored solutions and answers to users’ unique needs.
  • Social media should be one element of an omnichannel content marketing strategy.
  • There are five main reasons why social media isn’t enough for a successful content marketing strategy, from limited visibility to hindered conversions.

What Exactly Is Content Marketing?

Content marketing is the creation and distribution of useful information that answers users’ specific questions and addresses their unique needs. Forms of content marketing include:

  • Email campaigns
  • Blog articles
  • Social media posts
  • Videos
  • Newsletters
  • Print materials (like direct mail and brochures)

Today’s consumers are more discerning than ever before. With the help of the internet, they’re able to conduct their own research and find the brands and products they feel will best meet their needs. For this reason, content marketing is extremely important. Content that resonates with readers delivers numerous benefits. It helps to:

  • Raise brand awareness
  • Set you apart from the competition
  • Deliver valuable resources to your readers
  • Establish your business as a thought leader
  • Provide expert information
  • Drive traffic to your site
  • Solidify brand loyalty and repeat business

Content marketing is an impactful way to establish and foster relationships on a deeper level. People will think of your business for their solutions and will be more likely to recommend you to their network of contacts. This helps build a successful media mix that drives business, increases sales, and continues to grow your company. 

The following video explains the ins and outs of content marketing and the best approach for optimal results:

5 Reasons Why Social Media Isn’t Enough

Although social media is an effective channel to incorporate into your content marketing plan, it cannot singlehandedly sustain your efforts. Here are five reasons why social media isn’t enough.

1. It Doesn’t Reach Your Entire Audience

It’s true that 82% of the U.S. population actively uses social media. However, by using social posts as your sole means of content distribution, you could exclude a significant portion of your prospective customers. Social media use differs between demographic groups. If you’re targeting people between 18 to 29 or 65 and older, you’re not reaching them through this medium. That’s why it’s important to include social media as an omnichannel approach. 

Social media use varies by demographic.

Image Source

For maximum results, it’s best to reach people where they’re spending their time. This means sending email campaigns, publishing blog articles, and posting on social platforms to ensure a wider reach. The more channels you use, the more people you’ll connect with and deliver content that resonates. 

2. It Limits Visibility

Social media platforms use algorithms that affect who sees your posts in their timelines. Organic posts that don’t boost through paid ads offer no guarantee that your audience will see them. As a result, tracking reach and overall impact of this aspect of your content marketing campaign can be difficult. Email campaigns and display ads not only increase visibility but also provide trackable data that can help improve the effectiveness of your efforts. While social media can limit your visibility, including it as part of a media mix is a good way to engage your audience while increasing brand awareness. 

3. You Don’t Own Your Content

Any time you share content on social media, the platform obtains ownership of the material and can redistribute it for its benefit. If your entire content marketing plan revolves around social media, then you don’t own any of your material. Expert blog posts are an effective way to create original content your company owns. You control who sees it and how it’s used. You also reap the financial benefits. 

Losing ownership of social media content isn’t detrimental as long as you have other material in your content marketing arsenal (like blog articles and whitepapers) that belongs to you and is under your control.

4. Online Experiences Begin with Search Engines

Studies show that 93% of all online experiences begin with a search engine. When healthcare suppliers or group purchasing networks are looking for products and services, they don’t immediately head to social media platforms. They enter their question into a search engine, which directs them to websites that provide answers and solutions. If you’re only focusing on social media posts as your content distribution method, you’re unlikely to appear on search engine result listings. That means you’re losing business to companies who appear on the listings. 

Image Source

To stand apart from the competition, you need to create a well-rounded content marketing campaign that includes multiple sources for content. This enables search engines to identify you as a helpful resource for their users and rank your company among their recommendations.

5. Doesn’t Drive Traffic Straight to Your Website

To get people to make a purchase, you need to drive traffic directly to your website. While social media posts can help build brand awareness and increase audience engagement, they don’t necessarily help conversions. To reach your site, social media users must click on one more link, adding another step to becoming a customer. While social media posts can be a tool to help guide people to your website, they don’t directly boost conversion rates. 

Develop an Effective Content Marketing Strategy 

Share Moving Media is a media and content company that provides communication and educational resources to healthcare businesses. Whether in group contracting or hospital distribution, our experts can help you create a content marketing strategy that gains market share and positions you as a leader in the healthcare industry. 

Contact us today to learn how we can help you create an effective content marketing strategy!

LinkedIn Vs. Facebook for Healthcare: Where Should the Budget Go?

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Social media can turn into a black hole without goals and a strategy to guide your effort. 

You know your medical supply or manufacturing company needs a social media presence. Figuring out where to budget your money, time, and energy is another story. 

For medical supply manufacturers and distributors, weighing the benefits of LinkedIn vs. Facebook for healthcare is a critical part of any successful strategy – but the answer isn’t so obvious even for strict B2Bs.

They’re each so different. Instead, consider your company’s unique audience segments, products, and goals while considering the factors of each platform here.

LinkedIn Vs. Facebook for Reaching Your Healthcare Audience

As of January 2021, 2.8 billion people use Facebook at least monthly. You might not catch decision-makers or end-users in their work zone, but you can still hook their interest with non-promotional content.

Just consider how many healthcare professionals use Facebook on and off the clock. What type of content would they like? Infographics, news stories, relaxation tips perhaps? Consider Facebook’s more casual nature to form an emotional connection.

Of course, if your audience includes any consumer segments, Facebook is also a must-have. Share relevant tips and graphics. 

LinkedIn, meanwhile, only boasts 740 million users with most living outside the United States so really consider the global professional audience potential here: doctors, nurses, hospitals, distributors, manufacturers, logistics, researchers, assistants, and much more.

By LinkedIn’s own account, four of every five users influence decisions at their company. Not only that, but LinkedIn users across the board have twice the buying power of your average internet audience. 

As a healthcare manufacturer or distributor, these facts also make LinkedIn an excellent platform for connecting with influencers to spread your message with relevant content.

LinkedIn Vs. Facebook for Maximizing Healthcare Ad Potential

Both LinkedIn and Facebook offer some of the best targeted ad capabilities of any social media platform. 

LinkedIn excels because it’s already pretty targeted as a professional network. When you want to run ads, you have all the user-friendly tools you need: sponsored content, direct message ads, dynamic ads, and text ads. 

Use LinkedIn’s Campaign Manager to choose your objective, build your ad content and type, and narrow your audience based on over 20 attributes. As a professional platform, LinkedIn’s attributes focus more on firmographics.

Facebook, however, offers roughly the same type of ad capabilities but with more consumer-centric attributes – like pages followed, hobbies, demographics, and interests. 

Don’t let it fool you though: You can also tweak your Facebook audiences for firmographics as well.

Both platforms also offer useful retargeting capabilities. Facebook Pixel lets you analyze lead or customer behavior around the web. LinkedIn, meanwhile, offers Insights for similar potential at a higher cost – along with URL-specific retargeting for those niche landing pages.

LinkedIn Vs. Facebook for Healthcare Specific-Tools

See, here’s where LinkedIn takes over Facebook for healthcare distributors and manufacturers. According to LinkedIn, the platform boasts:

  • 8.6 million practitioners
  • 12 million CXOs
  • 6.2 million physicians, surgeons, dentists, and nurses
  • 3.3 million hospital executives
  • 4.3 million pharmaceutical professionals
  • 600 thousand institutional investors 
  • Healthcare influencers with over 2.4 million combined followers

That’s why LinkedIn specifically created its Healthcare Hub: an all-in-one marketing portal for companies just like yours. 

With the Healthcare Hub for marketers, you can capitalize on key health dates and observances, better understand your unique metrics and ROI, improve your overall customer experience, and develop relevant ad campaigns. 

Facebook offers healthcare groups, pages, and targeting but nothing like this.

LinkedIn Vs. Facebook for Different Types of Communication

Really consider how you want your brand voice to sound across each platform. Spending some time to forge your communication style on each app can go miles towards building genuine connections.

For example, LinkedIn is the perfect place to get employees involved as ambassadors or advocates. On LinkedIn, people who follow your employees are much more likely to be interested in your latest content compared to Facebook.

On Facebook, stick with groups, comment sections, and pages for interacting as your brand with a more casual tone.

LinkedIn Vs. Facebook for Healthcare Account-Based Marketing

LinkedIn is definitely the top-choice for account-based marketing – especially with the Healthcare Hub giving you a playbook full of tools for launching your campaigns with the right metrics and vibe.

But it gets better because LinkedIn also offers a full suite of ABM targeting tools for uploading account lists and leveraging LinkedIn’s first-party account data – the secret sauce for bringing your campaigns to life.

Plus, LinkedIn’s attributes for building targeted campaigns specifically list firmographic details like company size, member schools and interests, skills, job level, job seniority, company name, and more. 

Don’t count Facebook out just yet though. Although the tech giant doesn’t have the same first-party account data as LinkedIn, it does offer basic firmographic targeting for company name, job role, industry, and a few others to nail down a strategy. 

Just consider how you’d use Facebook’s ABM targeting. Read the room: Facebook is more casual so consider networking events, webinars, and other laid-back content.

LinkedIn Vs. Facebook for Healthcare Brand Building

We don’t want to discount Facebook for healthcare branding because the platform does offer extensive tools like brand awareness campaigns, image carousels, video, and even shopping (even if it’s mostly for window shopping).

However, LinkedIn’s Healthcare Hub offers a wide range of tips specifically targeted to the unique branding needs of healthcare manufacturers and distributors. Plus, you can download LinkedIn’s health and wellness observance calendar to run engaging branded campaigns for dates that best relate to your company and audience segments.

Understand the Tools of LinkedIn Vs. Facebook for Healthcare Before Setting Goals

See, it’s not as clear-cut as using LinkedIn for healthcare professionals and Facebook for patients. It takes a little more nuance figuring out who you want to reach and what kind of content they’d like best at each touchpoint. Well, and practicing each platform’s countless tools and features but that’s another story. 

Find out why so many manufacturers and distributors rely on Share Moving Media to propel their visibility online and off by contacting us today!

How to Build a Healthcare Content Marketing Strategy

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Your healthcare content marketing strategy is the plan for how to create and execute stellar marketing content. Without a plan, your content will have no aim or focus, hurting your results. However, establishing a firm goal and processes to achieve that goal can ensure you are getting the most return from your efforts and investment.

Explore how to build a content marketing strategy in healthcare that will generate leads, increase website traffic, and lead to more sales.

Key Takeaways:

  • A content marketing strategy keeps your content on track to reach your marketing goals
  • A successful content marketing strategy starts with specific and measurable goals
  • Create a content calendar to keep your message consistent across your channels
  • Continually refresh and optimize your content based on new data and reports

Why Every Healthcare Organization Needs a Content Marketing Strategy

Even though 81% of marketers say content is a key strategy, not all marketers invest in a content marketing strategy. Your strategy is your plan of action. Without a specific aim and roadmap that directs your efforts, you aren’t using a content marketing strategy–you’re just creating content.

Here are three reasons why having a strategy backing your content decisions is essential to your success.

Establishes Yourself as a Leader

Thought leadership content is content that establishes you as an authority in your industry. It addresses the latest topics and offers new and insightful ideas. Over half of primary decision-makers in companies read thought leadership each week.

Publishing regular content that builds trust, establishes yourself as an authority, and appears in front of your target audience requires a strategy that outlines how to create quality content and where to publish your content.

Increases Your Brand Awareness

Just posting content online won’t increase your brand awareness. Over 90% of online content doesn’t see any traffic. If you want your audience to see your content and respond to your message, you must first establish a strategy for creating relevant content and distributing it through the proper channels.

Aligns Your Marketing Channels

Healthcare marketing strategies usually involve several platforms, including:

  • Blogs
  • Email
  • Social media
  • Third-party websites

An aligned content marketing strategy means your message remains consistent across those channels, and you aren’t contradicting yourself or confusing your audience. Establishing a healthcare content strategy keeps all your marketing channels on the same page and working towards the same goals.

5 Steps to Building a Healthcare Content Marketing Strategy

Follow these five steps to build a healthcare content marketing strategy that reaches more of your target audience and generates quality leads.

Step 1: Build a Strong Foundation

Your foundational goals will guide all your content decisions. They should align with your marketing goals but with benchmarks and objectives specific to content marketing. For example, if your marketing goal is to generate more leads, your content marketing goal might be to generate 1,000 quality leads through a social media webinar.

When creating goals, make them specific, measurable, actionable, realistic, and timebound. These criteria ensure you have a clear benchmark that shows you are successful.

Smart goals are specific, measurable, actionable, realistic, and timebound

Image from Doug Thorpe

Step 2: Understand Your Market

Once you establish your goals, you can begin researching your market and understanding your audience. This stage gives you more information on how you can achieve those goals.

First-party data will be your most valuable source of information on your audience and market. This data is the behaviors of your current customers, website traffic reports, and responses to surveys you sent out.

When you understand your market, you know which marketing channels reach your healthcare buyers, their primary pain points, who the primary decision-makers are within those healthcare facilities, and what your competition is doing to reach this market.

Step 3: Create a Content Calendar

Your content calendar is a visual representation of your content strategy. Saying you want to post once a week isn’t enough for an effective strategy. You must plan weeks or months in advance. List the content you want to share, the channels you will use to distribute it, and how often you post.

As you brainstorm topics to fill your content calendar, use first-party data to identify common questions customers ask, issues that arise, and popular online searches in your healthcare niche. These are all sources of potential content topics where you can address relevant topics your customers are searching for and want to learn about.

A content calendar also unifies your omnichannel marketing strategies for healthcare because you can coordinate your posts and message for a consistent voice.

Here’s a general rule for how often to post content on each channel:

  • Instagram: 3-7 times a week
  • Facebook: 1-2 times a day
  • Twitter: 1-5 times a day
  • LinkedIn: 1-5 times a day
  • Blog: 2-4 times a week

Step 4: Create and Optimize Your Content

You’re ready to start creating content now that you have your posts planned. However, content creation requires additional research as you optimize each piece for search engine rankings through keywords and links or social media through hashtags and mentions.

If your content calendar is overwhelming for your in-house content team, consider outsourcing your content creation. Roughly 81% of marketers outsource content writing, among several other parts of content creation.

Types of content creation services outsourced by marketing professionals worldwide in 2020

Image from Statista

Step 5: Track and Update

Your content strategy doesn’t end once you publish your content. You must also perform tracking and report your results. Analyzing your content’s performance alerts you to any problems that might arise and highlights content that performs well.

Understanding how well your content performed is essential for measuring your success, optimizing your content, and addressing any problems in your strategy.

For example, you can use your reports to go back and update past content. Refreshing your content keeps it relevant and allows you to optimize it to the most updated customer behavior. For instance, if your readers respond better to specific wording, you can update old call-to-actions to use that new wording.

Reach More Goals with Your Content Marketing Strategy

Healthcare content marketing is constantly changing as healthcare facilities and workers’ demands and needs shift. Stay updated on today’s healthcare trends and marketing methods using our training and publications that offer insights and advice from industry experts.

Contact us to learn more about our healthcare marketing resources.