You may have heard “content marketing” get thrown around, but what it is and why does it matter? Content marketing is a way to market your healthcare business and promote your brand cost effectively. It is a major factor in helping your practice increase your search engine ranking. Content marketing offers many tangible and intangible benefits to the healthcare industry, so here’s our top seven benefits.
The Many Benefits of Content Marketing
Site Traffic and Improved SEO
Quality content will not only attract more patients to your healthcare website, but keep them there longer. Creating content that details your products or services will allow new customers to learn more about your practice and what you offer. No one will stay on a page if there is either A. a lack of content, or B. useless content. Make sure you’re providing value to the reader.
Direct Customer Conversions
It takes time to see results but good content convinces your customer you offer value and good service. This leads to many customers coming directly to your healthcare service because they visited your website or someone they know told them about it. This leads to increased traffic and eventually new patients. Good content will offer value and tell a user why they should use your service.
Offsite marketing content is another way to boost the benefit of content marketing. Offsite content placed on reputable healthcare sites that consumers visit will bring new patients to your healthcare facility. Links within the content will bring new customers to your website resulting in more direct customer conversions. This is the biggest benefit of an offsite and onsite content as part of your content marketing strategy.
Save your money! Content marketing is definitely more cost effective than paid advertising. One good article or blog can generate hundreds of views on your healthcare website. If you’re investing in advertising, it pays to invest in having good content written that attracts users to your website. Content can be linked to social media like Facebook or YouTube which increases your range of potential patients. Content has the power to increase traffic on websites substantially.
Promotes Brand Awareness
Creating content for your healthcare business gives your patients something to talk about and read. This means the focus is on your services. Good content can humanize your medical staff and help patients learn about new medical tests and treatments. It provides them with information to make informed decisions. The benefit of content marketing is to promote positive awareness of your doctor’s office, hospital, or clinic.
Builds Trust and Respect for Your Brand
Content marketing builds trust with patients over time. However, it does not produce instant results. Good content requires research that is timely and up to date. Articles that explain a new operation, information about new drugs and tests inform the patient and provide useful information. Content marketing must provide tangible information to patients to help them make decisions and learn to use website features with ease.
Indirect Customer Conversions
Content marketing has the potential to indirectly bring in new customers. Even when users do not immediately buy your service, when they read a blog or an article they are relying on your practice for information. Becoming an online resource for the community is an invaluable tool that fosters long-term consumer conversions. While they may not convert today, they will most certainly remember your practice when they are in need of your services.
Good content focuses on handling misinformation--a problem that often comes with healthcare information. A well written FAQ page will answer patient questions that need to be clarified. Often patients ask the same questions again and again. A good FAQ content page will clarify the answers, so staff members can save time and better serve patients.
Content marketing focuses on the patient and provides information that is valuable to them. Ensuring your practice provides great content helps improve your patient’s experience long before they even step foot in your office, clinic, or hospital.
To learn more about the benefits of content marketing for healthcare contact Atlantic Health Solutions to discuss the best content marketing strategy for your healthcare business. We would be more than happy to assist your practice with any of your marketing efforts.