According to statistics, at least 90% of consumers are drawn to original content and find it helpful. Of this number, 78% believe that any organization taking time to create original content for their website or social media platform is interested in them as the consumer, thus building a long-term relationship with them.
As a health professional, creating reliable content for your healthcare practice, primary care facility or hospital is ideal for attracting patients and selling your brand as an authority in your field.
Content marketing allows you to create valuable content for your targeted audience. This content can be in the form of eBooks, articles, blogs, images, white papers, infographics, videos and so much more. When content is written for search engines and social media, it attracts the right attention, which can be patients, partners, new hires and anyone else interested in the kind of services your facility offers.
Here are actionable tips you can use to ensure your website offers the best content to your readers and clients.
Target your audience by choosing the right keywords
Well-written content should include relevant topic keywords throughout the article.
A keyword is a word or phrase that your target audience will use to find the information you have presented in your article. They are how Google knows that your article can answer the searcher’s question and, thus, lists your content amongst the best results for the reader.
You should aim for a keyword density of 1 to 2 percent. This is enough to tell Google what your content is about without overusing the words. Overusing a keyword can negatively affect your ranking.
You can find relevant keywords for your content by performing an online search for the main topic you want to address in your article or through the use of keyword-finding tools online.
What good is web content if no one can find it?
Content marketing is all about using content to attract the attention of your target audience. The only way for people to know that your practice exists is through search results on google and other search engines. Optimizing all your content for SEO or Search Engine Optimization ensures that your website can be found in search results.
Keywords are the best bet for ranking highly in search results. Keywords are an important aspect of the on-page optimization process to make your content visible to search engines.
Apart from using keywords in the body of your content, you can further optimize your content by using it in other areas of the content. These include:
- The page title/headline visible on the content page
- In one subheading at least (H2, H3, H4, etc.)
- The title tag in the page code
- The meta description in the page code
- The image alt tags
Come up with a great headline
Headlines are essential parts of good content. The best headlines should provide specific details of what the article is about and even give a bit of detail to make it interesting enough for the reader to read on.
According to a BuzzSumo analysis, the best headlines should be an average of 11 words long, with headlines containing instructional headlines such as ‘why you should’ or ‘you need to know’ getting the most shares on social media.
People are always looking for helpful information. They want to learn something. As a medical practitioner, think about headlines that promise to teach something or address a pressing health issue to attract readers and keep them interested.
Hook readers with an interesting intro
While your headline may compel a reader to visit your site for the full article, your intro is what persuades them to keep reading.
Nielson Normal Group research found that more than 55% of time spent viewing a page is spent above the fold, which is before the point at which a reader needs to scroll. The numbers drop to 17% for the rest of the scrollable page. The only way to ensure your readers scroll through content is by ensuring the intro is good enough to keep them hooked.
The best way to keep your readers interested long enough to read the entire article is by jumping straight into what your headline promised. For instance, if you are writing about a particular condition, the introduction should acknowledge the issue most patients face and promise to address these issues in the body of the article.
The introduction should be short enough to allow the reader to dive right into the most important part of the content, which is the body.
Write in your unique brand voice
The best way for your brand to stand out through your content is by having a unique brand voice, which is the personality attached to your brand. Once you figure out your target audience and the kind of content they are interested in, you need to remain consistent with this type of content. Ensure your brand’s voice is clear to the members of your marketing staff. This ensures that anyone putting out content sticks to your perspective and tone.
Consider creating a brand voice document to guide your staff. The document should at least contain:
- The core values and mission statement for your brand
- A description of the target audience and how they speak
- An idea of your relationship with your audience
- Examples of words and phrases you prefer to use
- Examples of words and phrases NOT to use
Provide knowledge that readers want
The key to writing catchy content for your hospital website is to ensure you provide the information your readers want. Writing content unrelated to your target audience’s interests is the easiest way to lose followers.
The best way to know what people are looking for is through keyword research. You can use numerous tools to find out what your target audience is interested in, such as Ubersuggest or Ahrefs. These will give you common questions in the subject you want to address on your website’s blog. Ensuring you focus your content on answering these questions is the best way to attract your target audience to your practice.
Take digital marketing courses
Granted, digital marketing is not one of the areas you study in dental school. However, it is a necessary area of your job. Every day, millions of internet users search online for reputable dentists in their localities. The only way your practice can take advantage of these numbers is by using digital marketing the right way.
While following the tips highlighted above can help with content marketing, you need to learn about many other aspects of digital marketing. Taking a digital marketing course will sharpen your research skills, which are important for content marketing, and teach you digital management, which is important in digital marketing.
Some prominent digital marketing skills you can learn from taking a course include:
- SEO or search engine optimization – this will help you position your content for visibility on search engines, which boosts your website traffic and ultimately foot traffic to your facility.
- Social media marketing – this will help you to leverage social media to attract patients to your facility. It also allows you to communicate with your target audience where they are found.
- Content marketing – this will give you practical skills that will help you use the tips in this article to offer valuable content to your audience.
- Email marketing – this will help you leverage inbound and outbound marketing to reach your target audience and turn them into patients for your facility.
- Review marketing – The old adage, “Use your customers to grow your business” couldn’t be more true! By incorporating reviews and testimonials throughout all aspects of marketing you will see a rise in new clientele.
The bottom line
To become great at content writing, you need to know who you are writing for. Once you lock your target audience, you can know what they want to hear and how they want to hear it. With the tips in this article, you will not only write compelling content but also content with the likelihood to convert readers and improve your ROI.
About the Author
Lidia S. Hovhan is Digital Marketing expert and SEO guru. She contributes articles about how to integrate digital marketing strategy with traditional marketing to help business owners to meet their online goals. You can find really professional insights in her writings. Website: omnicoreagency.com