People don't get news the way they used to.  The popularity of Trump and Obama tweets are proof of that.  Prospective patients  can subscribe to their favorite print newspaper, or magazine or trade journal which then lies on the coffee table unopened. But they still get their information, accurate or not.

Consumers  have transitioned to social media networks or digital media outlets to get their news, which has totally changed the environment for both media and business. Now, more than ever, it’s important for businesses to pay attention to PR and generating news about your practice. So, how do you maximize the article your favorite media outlets have just published about your practice or health facility?

The solution…reuse it for content marketing.

The Content Marketing Institute points out from their studies that 88% of Business-to-Business and 76% of Business-to-Consumer organizations are using content marketing as a linchpin of their online marketing strategy. For you, this translates to patients, prospective patients and professional relationships that you can leverage for referrals.

What is content marketing?

According to Content Marketing Institute:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.”

Quite simply, people want to be educated, engaged and entertained when it comes to getting their information.

How can you implement content marketing for your practice?

Content marketing strategies:

  • Create a news tab on your site and update this section as soon as an article is published.  Search engines pick up news items first. This will not only keep your website current but also get picked up by search engines  when someone is searching for information on the type of services your practice or health facility provides.
  • Create a blog and post on topics that are trending that you can make in sync with the services that you provide.
  • Make sure you tweet the article and add to the RSS feed.  If you don’t have a Twitter account, create one for your business.  All you have to do is click a button after your account is set up.
  • Share the content on LinkedIn. Again, if you don’t have an account, create one. It is simple to share with just a click.
  • Create a Facebook page for the practice and share content from your news feeds and blogs on it.
  • Choose a few articles to incorporate into an Ezine or e-newsletter. The newsletter can have a one paragraph summary of the article and then link it to original article. This gets viewers to click onto your site to read more about you and get to know your practice. Once it is produced, send out an email to existing and prospective patients.
  • Look for other social and digital media forums where you can share the article. There is a social network for everything, so find the network where your patients are gathering!

If you have implemented these steps in your strategy, the end results will be quite potent. Content marketing will help you with SEO (search engine optimization), increase your rankings within the various search engine sites to make you more prominent in searches that people do online, strengthen your brand and promote you as an authority online.