Physicians and healthcare facilities have entered the health marketing and content marketing late in the game and quite rightly wonder whether there is merit to the type of time and energy they are putting in to strengthen their brand, attract new patients and exert their authority. This thought is being considered in every office and hospital across the country.
Why not be the one who makes use of it successfully and stands out in the crowd?!
An additional benefit is that content marketing is actually less expensive than traditional marketing. According to DemandMetric “The quality of work does not always correspond to the cash on hand. The difference? Great content trumps the size of a budget every time, and that comes when we blaze new trails, take leaps, and meet our audience where they are.”
To prove the value of content marketing, there are proven statistics that show effective ways to do it.
5 Statistics that Highlight Successful Content Marketing
1. Mobile vs. Desktop
Studies show that reading time for content on desktops lag behind mobile by 42% to 51% (from SmartInsights). Providing a consumer-friendly and efficient mobile experience for viewers gives you a leg up on your competitors who are failing to do so. The thing is, having your content creation formatted in a mobile-friendly way is not difficult nor costly.
2. Short vs. Long Copy
According to SearchMetrics), the average word count of Google’s top-ranking content is 1,140 – 1,285 words. SearchMetrics points out that “the importance of quality, relevant content cannot be understated.”
Long-form content is one way to create engaging informative and relevant content for your viewers and fans. With all the health information now online, viewers and prospective patients want to arrive at a site that gives the whole picture of the topic they are searching for where all their questions are answered and the topic is covered in depth including the latest breakthrough news. A long-form guide accomplishes this.
3. Importance of Blogging
Unlike just a few years ago, doctors are joining the rest of the public in blogging activities. Shockingly, there are 2 million blogs posted every day! (according to MarketingProfs). Because of this, it is no longer effective to just post anything and everything that comes to mind or what you did socially. In order to get patients to your site and attract prospective readers over your colleagues, you must be relevant. Not only relevance is important but also the information itself must be in sync with your field and your services. Remember, it may be easy to create content, but to create content that stands out so that you can dominate your blogosphere world, is not easy without effort. However, putting in the effort will be worth it, bringing in new patients, growing your practice and increasing your revenue.
4. Curate your content
It is not easy to be creative on a consistent basis. This is where curation comes in. According to Curata :
“82% of companies with over 600 marketers, have a specific process in place for repurposing content.”
By repurposing content, you can get the maximum use out of the content that you have already consumed and created. Taking a topic that is trending and writing a long form blog guide will also give you enough information to produce an ebook as a premium or bonus for a call-to-action like signing up for blogs or newsletters (which then enables you to include them into your ever-growing database). Consider also using it for video marketing, audios, info graphics, white papers and social media.
Curata – www.bit.ly/2015tacticsplanner
5. Social Media Marketing of Your Content
According to the SocialMediaExaminer “68% of business-to-business marketers and business to consumer marketers use blogging in their social media marketing.” Their studies reveal that this content actually ranked higher than both podcasting and video marketing- Good news for those that are not skilled in creating them.
Content marketing needs relevancy and in-depth information to strengthen you and your practice as a brand. Figure out what your patients want and give it to them- it’s that easy. After working with patients daily and weekly, you must have a good idea of what problems and questions they are struggling with. By giving them the solutions to these problems, you will be their hero!
Your next action
If you find that although you would like to get involved in content marketing but it is too time consuming for you to do on a consistent basis, outsource it! Call 561-325-9664 and we can discuss your needs.