Most B2B marketers see positive ROI from their blogs and 126% higher lead growth than those that don’t blog. However, maintaining a regular blog with relevant content is a significant undertaking as it requires hundreds of quality topic ideas to fill your content calendar each year. Learn what content topics for medical suppliers are most effective for your blog with some examples of successful medical blogs.

Key Takeaways:

• Blogging increases website traffic by incorporating search terms that your clients use to find authority answers online.
• Blog posts use a variety of content formats, including video, images, and e-books.
• Blog content should be for every stage of the buyer’s journey, including attracting, convincing, and converting.
• Case studies and research are the two most effective content types for B2B blogs.
• Thought leadership topics build trust with your clients.

Why Should Medical Suppliers Blog More?

Medical supplier blogs are an organic way to drive traffic to your website. Because the content you create remains online forever, your blog posts build on each other to develop a strategy that leads your buyers through all stages of the buyer’s journey.

For this to occur, you must use blogging topics for medical suppliers from every sales funnel stage. For example, your top-of-the-funnel content draws new visitors to your blog. The middle-of-the-funnel content convinces your clients that you are a trustworthy source of information and products through thought leadership and research. Then, your end-of-the-funnel content converts those leads into loyal customers.

When you invest in building an influential blog, you can increase your website traffic by 55%.

Image from Neal Schaffer

What Formats Can Medical Suppliers Use in Their Blog?

The most engaging blog posts use a mixture of content formats. Here are some examples of unique medical blog ideas to include in your post:

• Video and on-demand webinars
• Infographics
• Images
• E-books
• White papers
• Surveys and interactive content

How to Find New Blog Topics for Your Medical Supplier Blog

A customer-centric blog will prioritize topics your B2B customers are most interested in reading about. There are several ways to find new blog topics:

• Keyword research tool: Find the most searched keywords in your industry and incorporate them into blog topics for high ranking and more relevancy.
• Related Google searches: Look at the questions people also ask section of Google search results for questions users are regularly searching.
• Send out surveys: Ask your customers directly what they want to read.
• Social listening: Look on social media, blog post comments, and other digital communities for what your customers are asking for advice on and what topics they are interested in exploring.

5 Content Topics for Medical Suppliers

Learn five of the best topics for a medical blog to get you started with filling out your content calendar with customer-centric topics:

1. Industry Trends

Industry trends are patterns within the medical industry that impact your clients, such as shifts in consumer behavior, manufacturing, price, and sales. Your clients like to keep up with industry trends to help them market more effectively and reach their customers with the best medical care.

For example, you can post industry trends through research your company completes. When you share industry research, consider posting it in a white paper or e-book format where your readers download the digital asset to access the study. By gating the content, you can collect the lead’s information to add to your sales pipeline for nurturing and conversion.

2. Case Studies

About 40% of B2B marketers say case studies are the most valuable content format, making it the second most valuable format under research reports. Case studies are another type of content that works well for middle-of-the-funnel buyers. It’s also effective as conversion copy.

Case studies explore a specific event, client, or product and its impact. For example, you can write a case study about a satisfied customer and how they used your medical supplies or equipment to improve their practice and patient outcomes. Leads will see this first-hand example of the reliability of your products, which will help build trust with them and increase their likelihood of choosing your supplies for their practice.

Image from Marketing Charts

3. Business News

Transparency builds trust with your clients by keeping them updated on the latest news about your company and products. Posting regular news stories like changes in leadership, policies, and new product launches keeps your clients informed and builds a community of loyal customers.

For example, Johnson & Johnson has a section of its blog dedicated entirely to news updates where it posts awards, mentions in the media, new employees, budget updates, and clinical trial news.

4. Educational Content

Educational content will make up the bulk of your top-of-the-funnel content. However, much of the traffic that you’ll attract through your educational posts might not realize they need your supplies or products. Instead, they search for solutions to questions or more information on a new topic without an intent to purchase. You guide those users to your website by targeting those searches and leading them to your website through a blog post where you introduce your supplies.

For example, Cardinal Health uses its extensive blog to reach various medical practices and care workers with educational content. Cardinal Health writes about different equipment solutions, how-to articles on procedures that involve its supplies, and best practices for medical facilities.

5. Thought Leadership

Over half of B2B decision-makers spend over an hour weekly consuming thought leadership content. Thought leadership is content by experts in an industry that inspire or educate your audience with an authoritative voice.

The primary reasons decision-makers read thought leadership includes:

• Stay updated on the latest thinking
• Find inspiration for new ideas
• Gain insights into future trends
• Understand current trends
• Discover new products

Some effective formats for thought leadership are interviews with experts and blog posts by authorities in the medical field (whether guest posts or posts from leaders within your company).

To improve the validity of your thought leadership content, publish it along with a biography of the author. The bio tells your readers the credentials of the author. It also helps Google identify the piece as an authority post, boosting your ranking in search results.

Thought leadership topics work well for the top and middle of the funnel as it attracts new clients, then build trust with current leads who are exploring their purchase options.

Learn More Industry Insights

Share Moving Media is a leader in healthcare publishing. If you need help creating regular blogs for your organization we can help.  Please contact Scott Adams at sadams@sharemovingmedia.com to learn about the different option we provide medical manufacturers just like you.

Contact us to learn more about our content marketing solutions.