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What Content Types Work Best in Healthcare?

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Despite how widespread content marketing is, 72% of marketers say their content was only slightly successful or not successful at all. Creating content isn’t enough to succeed in content marketing. You need to focus on the right content types.

Learn seven of the best types of content for healthcare marketing that will give your content marketing a boost in 2022.

Key Takeaways:

  • Content marketing requires different strategies for each stage in the sales funnel.
  • Video is the most effective form of content marketing in 2022.
  • You can build relationships with your audience through webinars or social media marketing.

How to Choose the Best Content-Type

Not all your content has the same goal. Content marketing is a broad strategy that covers every step of the sales funnel, from awareness to brand loyalty. The content you create should reflect the goal of each step.

Before choosing a content type, start by outlining the goal of your content. The top marketing goal is lead generation, followed closely by increasing website traffic. Surprisingly, most marketers say sales and product promotion aren’t the highest content marketing objectives, although there are some exceptions.

17 types of content for each stage of the funnel

Image from Orbit Media Studios

7 Content Types You Should Use in Healthcare Marketing

Explore seven of the top healthcare marketing content formats you should use in your strategies to reach your marketing objectives.

1. SEO Blog Content

Blog content is one of the most well-known content marketing formats. This long-form content type engages the audience, answers questions, and encourages action. Some examples of popular blog content include:

  • How-to articles
  • List articles
  • Educational content
  • Interviews
  • Company insights
  • Thought leadership

Blogging drives more traffic to your website by ranking in online searches. To rank in search engines, you target specific search phrases combined with linking to authority sites that boost your reputation. In this way, when your target audience is researching products or solutions, your content is more likely to appear in their searches. Today, nearly 70% of marketers invest in search engine optimization.

Blogging is also a key lead generation and nurturing strategy. Once you attract traffic to your website, you address their pain points and offer valuable information that will lead them through the sales cycle and encourage them to subscribe.

2. Social Media Posts

Over half of the world’s population is on social media. These platforms aren’t just spaces for posting pictures of your cat or lunch. They have transformed into legitimate business platforms where you network, engage and convert your audience through various content types for social media.

Social media has become a crucial part of content marketing for healthcare and requires a dedicated content marketing strategy. For example, suppose you repost your blog articles on social media. In that case, they won’t perform as well as creating dedicated content for your social audience optimized for the platform.

You can use a combination of videos, images, and text to build relationships with your audience through the platform since social media is social first and supports customer interactions. While Facebook and Instagram work well for B2C connections, for businesses that want to connect with other businesses, LinkedIn is the best platform. 

3. Lead Magnets

Lead magnets are content that you exchange for your reader’s contact information. The primary purpose of the content is to generate leads. Without this exchange of information, you will lose your readers when they leave your page because you have no way to follow up.

Instead, you know who is looking at your content through lead magnets. You can use their contact information to qualify them as a lead and focus on those with a high buyer’s intent when nurturing those prospects.

Roughly 72% of marketers saw increased leads from their content marketing.

Some content formats that work well as lead magnets include:

  • Ebooks
  • Case studies
  • Original research
  • Whitepapers
  • Webinars or live events

4. Webinars and Live Events

Over 90% of marketers say their webinars are the most valuable content channel for generating qualified leads. A webinar is an online event where a presenter provides information to a target audience.

Webinars effectively educate your audience, promote products, and convert customers. For example, in healthcare distribution, you can use webinars to explain how new products work or build trust by educating your audience on the latest healthcare trends.

5. Case Studies

Case studies prove your claims as a business. For example, you can show it through a case study instead of just saying your product results in better patient outcomes. A case study tells a story of how your products or business helped a client. It uses data and emotional storytelling to convince your audience that they can also see those transformative effects if they use your products.

6. Videos

Forty-one percent of marketers say that increasing the amount of video content they produce significantly influenced their success. Video is one of the most powerful mediums for conveying your message. It creates an immersive experience that holds your audience’s attention and sends a memorable message.

Healthcare marketers have been successfully using video content over the past few years. For example, you can share patient or customer stories, demonstrate a new product, or address issues in the industry to help your customers make better decisions.

Some of the places you can share your video include:

  • YouTube
  • Social media
  • Company website
Video has the best results

Image from SEMrush

7. Landing Pages

If all your online traffic is coming through your homepage, you’re missing out on a valuable conversion opportunity. Homepages are just the doorway to your other content. A landing page is different because it’s the destination.

A landing page has one goal and removes all unnecessary or distracting elements that might keep your audience from that objective. For instance, if you want your audience to sign up for a webinar, you will create a landing page that doesn’t have a navigation bar or other content. The only content they would see is information about the webinar and a form for signing up.

Landing pages are a key element of your end-funnel content marketing strategy. They help lead your customers to make that final action.

Create More Content Your Audience Will Read

We can help you upgrade your content marketing strategies with our unique insights and industry data. Our communication and educational services will transform the way you perform healthcare content marketing.

Contact us to learn more about our content marketing solutions.

Why You Need a Content Marketing Plan If You Want to Compete with Amazon

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Amazon has been a competitor for e-commerce brands around the world, offering similar products at much lower costs. As a result, healthcare manufacturers also see some of their customers go to this retail giant instead of purchasing from their e-commerce stores. However, a content marketing plan can be the boost your brand needs to gain the upper hand.

Learn why content marketing for healthcare is essential and some e-commerce brands that are thriving despite competition from Amazon and other large e-commerce retailers.

Key Takeaways:

  • Content marketing is the top marketing strategy of 2022
  • Use content marketing to build a community of niche and loyal customers
  • Build a brand beyond just your products that shows your values, causes, and stories

Your Secret Weapon for Building an E-commerce Brand

Content marketing offers you a unique advantage over large e-commerce brands like Amazon. According to marketers who use content marketing:

  • 70% Educate their audience
  • 60% Generate demand and new leads
  • 60% Encourage customer loyalty

Because it yields excellent results, 81% of marketers consider it a vital part of their marketing strategy and plan to increase their content marketing budget over the next few years.

How many marketers use and are growing their content marketing strategies.

Image from SEMrush

Through content marketing, e-commerce companies can create a unique brand that adds value to their products. When you add value to your products, customers are willing to spend more with your healthcare brand over your competition.

5 Lessons Healthcare Brands Can Learn from Successful E-commerce Businesses

Here are five specific content marketing strategies you can adopt from successful e-commerce brands that understand how to stand out from big retailers like Amazon.

1. Prioritize Your Customer

Your brand should be customer-centric first and an e-commerce store second. When you are customer-centric, your primary focus won’t be making a sale but building a positive relationship with consumers and other businesses that interact with your brand.

About 86% of customers will pay more for a positive experience with a business. You can prioritize your customer through content by engaging with each customer and business, posting relevant and timely information, and creating an experience specific to your niche.

BarkBox is an excellent content marketing strategy example of an e-commerce brand that puts its customers front and center. It understands that its audience consists of dog lovers and shares its happy puppy customers even before promoting products. One example is how it introduced a team of canine executives on its website instead of the real faces behind the brand.

Its “BARK Post” blog shares fun facts about dogs, pet health information, and product updates that always keeps its unique audience in mind. As a healthcare manufacturer, you can use this same strategy where customers appear front and center on your website rather than products.

BarkBox customer reviews

Image from BarkBox

2. Build a Community of Loyal Customers

About 65% of your business comes from loyal customers. You can retain more customers by investing in them through content marketing. This builds a community of loyal buyers versus constantly competing against large retailers for each new sale.

Some ways to build a community through content marketing include:

  • Sharing customer stories or case studies
  • Allowing loyal clients to share their content on your blog or social media
  • Rewarding loyal followers with discounts and promotions

MUD Jeans is a sustainable retail company that created a unique business model. It gives its customers an option of renting jeans rather than buying jeans. This reduces waste by allowing its customers to send jeans back for recycling rather than tossing jeans they don’t wear anymore. 

Its content marketing strategy focuses on building a community of loyal customers who continually lease a pair of jeans and then trade them for a new pair. One of the main ways it creates a community is through social media marketing. It encourages customers to become brand ambassadors, shares customers’ stories on its blog and social channels and offers special promotions through its content to encourage loyalty.

3. Share the Brand Behind Your Products

If your content marketing only focuses on your products, you will struggle to compete with larger e-commerce retailers because they will have lower prices and more options. However, you can gain an advantage over large retailers by selling your brand more than the products.

Instead of selling products, you can build a brand by selling your story, mission, values, or a specific experience. One of the best ways to sell your brand rather than products is to use storytelling. The stories of customers or your history add value to what you create and emotionally persuade your audience to act.

Bosch home appliances uses a noteworthy content marketing plan example that employs this technique. Its blog is called “Heart of the Home” and sells the memories that its appliances help create rather than the appliances themselves. For example, one section of their blog shares recipes from customers who use their ovens and the memories associated with those recipes.

A healthcare manufacturer might share stories about lives changed by their products, the detailed manufacturing process, or the values you uphold that make you different from large name e-commerce brands.

4. Align with a Cause or Value

Around 71% of customers prefer to purchase from a brand with the same values. For example, a customer might buy from a small business owner rather than a major retailer or spend more for a recyclable product than a cheaper plastic product.

Use your content platform to speak up about your values and mission. You can also share stories about causes you support. These stories encourage customers to choose your brand over a cheaper or more well-known brand because they want to be part of a greater cause.

Rothy’s is a sustainable shoe company that creates footwear from recycled plastic. Its blog is a platform to share stories of sustainability and how it is changing the world one shoe at a time. This strategy has earned the brand a following of loyal customers who hold the same values and mission for sustainable living.

5. Market to Your Niche Business

One major disadvantage large e-commerce retailers have is trying to reach a broad audience. Meanwhile, your business is a niche healthcare manufacturing company with a specific audience.

You can use your niche to your advantage by creating content relevant to your target audience and their specific needs. Use healthcare content marketing insights to craft relatable and timely content. These articles give you a chance to rank well in SEO as you can target keywords within your industry that your audience is searching.

Artifact Uprising uses its blog to share educational material and helpful ideas. Each post focuses on a specific area of home décor, crafting, and making memories, reflecting their niche in the photo gift and book industry.

Target Your Healthcare Content Marketing Strategy

Are you making the most out of your content marketing?

Consider using some of the strategies you learned for successful e-commerce brands to create content that resonates with your distributors and buyers. Then, explore some of our publications to find unique market insights that will help you build a targeted content marketing plan.

Contact us to learn more about our content marketing resources and tools for healthcare manufacturers.

Why Most Healthcare Content Marketing Fails

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Anyone can do content marketing, but few get it right. Healthcare distributors and manufacturers can spend hours on content but never see a single quality return. Thankfully, there is a way to avoid wasting resources on failed content and consistently see positive healthcare content marketing results.

Learn three pitfalls every B2B content marketer should avoid and three strategies to help your content hit the mark every time.

Key Takeaways:

  • Healthcare content marketing should be audience-centric, which first requires a deep understanding of who your customers are and their needs.
  • Your content should be easy to read and understand, even when addressing complex topics.
  • Let your creativity shine through your text by including images, video, and engaging language.

What Is the Current State of Healthcare Content Marketing?

The healthcare marketing industry, as a whole, has a higher-than-normal conversion rate. Marketers see 5.6% of leads turn into customers, compared to the average conversion rate of 3.9% across all industries.

That rate only shows half the picture. Another pattern you might notice from the conversion rate is that industries with high-value or expensive products also have a lower conversion rate. While healthcare facilities like hospitals might enjoy that high conversion rate, manufacturers and suppliers often don’t see those same numbers.

The average B2B conversion rate is 2.23%, considerably less than the overall healthcare industry.

You aren’t alone if you are seeing those less-than-stellar results from your content marketing. Don’t let those numbers get you discouraged about your content promotion and throw out all your work. Over 60% of leading B2B marketers use a content marketing strategy to get where they are.

You can also see that same success if you use what they learned and avoid major healthcare content marketing pitfalls.

3 Reasons Why Healthcare Content Marketing Fails

Healthcare content marketing can fail for dozens of reasons, but the most common B2B content marketing mistakes fall within three categories.

1. Don’t Understand the Audience

If you don’t know who your content is for, it will never connect with your audience. Over 45% of B2B marketers struggle with identifying the audience for their content. Copying the style and format of others in the industry isn’t the answer. For example, if you write healthcare marketing content the same way hospital marketers write their content, you won’t see the same success even though you are both in healthcare marketing.

Healthcare manufacturers and suppliers are working with businesses, not individuals. Within healthcare businesses, your specific organization will have a small number of hospitals and healthcare facilities that would use your supplies and products. If you want to resonate with those businesses, you must write to the primary decision-makers, use a higher level of content, and address business challenges like revenue and productivity.

2. Don’t Have Scannable Content

Physicians work over 50 hours a week on average, with nearly a quarter of doctors working over 60 hours a week. Content that is hard to read won’t resonate with time-strapped hospital workers looking for solutions.

Long paragraphs, no headlines, and industry jargon are all ways to turn your target audience off your content. Instead, placing scannable headlines that let healthcare workers easily find the most relevant information and plenty of white space and lists will encourage more of your audience to spend a few minutes of their valuable time reading what you have to say.

3. Content Has No Real Value

Marketers often focus on quantity over quality. As a result, many will publish new content multiple times each week. However, if your content only adds to the noise of daily blog posts without bringing any unique value, it wastes time and energy.

Healthcare content writing should not be full of fluff or repeat the same information your competitors covered. Instead, if you want your content to stand out, it must present old information in a new way or share new knowledge to leave readers with a fresh perspective and valuable insights that will help them improve their company.

How to Avoid Those Pitfalls

Include these essential elements in your B2B healthcare content marketing strategy to help your content stand above your competitors.

Focus on Your Audience

Audience-centered content is the only type of content that will see high conversion rates. You may be tempted to focus on how great your company is and the incredible features of your new products. However, that information is meaningless to your audience unless you can relate it to them and how you and your products will address their challenges.

You should write your content with empathy and understanding that places you alongside your reader instead of speaking down to them or criticizing their struggles.

Be a Thought Leader

Your content is your business’s chance to shine above the competition by positioning you as a reliable expert in healthcare. Thought leadership content will express your opinion and share valuable insights about healthcare in a way that builds trust and respect from your readers.

Some benefits of writing thought leadership content include:

  • Boosts your reliability as a company
  • Increases your brand awareness
  • Gives you credibility and authority in your industry
  • Inspires your readers

The 2021 B2B Thought Leadership Impact Study showed that 51% of executives had increased the amount of thought leadership they read. Additionally, 54% of decision-makers spend over an hour a week reading thought leadership content.

Make Your Content Unique

A misconception in B2B content marketing is that your content must be formal and rigid. While you should retain professionalism, that doesn’t go together with stiff content. Your decision-makers are still human and work in a stress-filled environment. Your content can be a mental escape that uses a variety of colors, interesting writing styles, media, and current healthcare content marketing trends that will capture their attention.

Content marketing for healthcare can also include channels outside your website and blog. For example, you can reach more of your audience by tapping into social media, videos, podcasts, and infographics.

The video below shows examples of companies using these three tips for successful B2B content marketing.

Create a Different Type of Healthcare Content

Why settle for average conversion rates when you can position your organization among the leaders in your industry? Take a few minutes to evaluate your current content marketing strategies and look for any areas holding you back.

Contact us about our publications that provide the latest healthcare insights to help you provide valuable content.