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.
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
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.