Content creation is a critical way to get your audience to register your brand online. With every passing moment, our world becomes increasingly digitized and the same can be said about the healthcare marketing scene. This change is a direct result of the Covid-19 pandemic in which healthcare brands were forced to move to the digital platform in order to keep their practice afloat.
If you weren’t aware approximately 83 percent of healthcare organizations are using content creation as a means to drive growth for their brand name. Since this is the case, the logical next step would be to jump on this trend.
However, content creation is not like a numerical goal you can reach. There are a lot of factors that go into content creation which are all very specific and often hard to keep track of. Here at NewGen, we understand the ins and outs of what content creation should look like and how it can vary from brand to brand. We take pride in our content creation team and strive to promote brand growth through these methods of marketing.
Why You Need Content
In our day and age, online content is the driving force of any healthcare brand old and new. Without it, you’re giving up on a huge business opportunity. Content creation has more benefits than you may think and it is important to consider them and apply them to your brand. Consider the following benefits of content creation.
- It gives you authority. The big question your content should focus on is why would someone choose your brand over a competitor. Having content shows your audience that your brand is the best brand for their specific needs.
- It builds your brand. People engage with the internet every day and if they are engaging with your content then it is more likely for your brand to grow beyond just your target audience.
- It builds relationships that translate to revenue. When your audience can relate to your content, your brand is building a relationship with them and will make them feel confident with the services you offer. They are more likely to choose a brand they are familiar with rather than one they are not.
The Kind of Content You Should Be Making
Think of content creation as the ingredients of a successful brand. The ingredients are the different facets of content creation your brand should use in order to draw attention to it. Consider using a combination of the following:
- Blog posts and articles
- eBooks and guides
- Case studies
- Patient testimonials
- Whitepapers and slide decks
These are all good examples of the type of content your brand should be putting out. Consistency is another key aspect of effective content marketing and doing something like daily social media posts can work wonders for your brand’s image and overall growth.
Consider Your Audience
Content creation is different for every brand depending on the services you provide. For example, a brand that specializes in surgery will have a very different approach to content creation than a brand that offers pediatric care. Understanding your brand and creating content that elevates your brand is extremely important to content creation.
A huge aspect of content creation is your target audience. This is another aspect that varies from brand to brand. It is important to know exactly what your audience is as well as the needs of said audience. Knowing these will allow you to make content directed to your audience as well as bring in new patients who also fall under this target audience.
Once you’ve got your audience you will need to focus on making content targeted to their needs. When doing so go straight to the source, minimizing any unnecessary fluff that would decentralize your audience if it doesn’t apply to them. Engagement and relevancy in content creation are key.
Do your research and make sure that when you create content it is up to date with the most accurate medical information possible. Healthcare, in general, is always changing so don’t shy away from updating the information on your website or social media. It would also be a good idea to include scholarly articles in your content as that builds credibility and trust with current and new patients.
What Are You Saying Exactly
Something a lot of brands suffer from in terms of efficient content creation is their choice of words. When it comes to healthcare, brands need to make sure they are using words that make their patients feel comfortable and motivated to explore the brand and learn about the services they provide. Consider healthcare buzzwords such as “cutting edge” or “advanced”, they sound impressive but can be intimidating to newer patients.
Patients want that reassurance that despite how severe their condition may be that they will be okay. Although no brand can guarantee that, we have the power to give them the necessary information they need in order to start on that path to a better quality of life.
Furthermore, a lot of brands focus too much on SEO, or search engine optimization, which is not necessarily a bad thing but a brand should not give up on quality content due to their focus on SEO. SEO should help elevate your content instead of taking away from it. Effiecitnyl using SEO paired with quality content creation is NewGen’s specialty. We can help you with all your content creation needs.
The Power Of Testimonials
Testimonials are a powerful asset to have. Content that moves your audience emotionally will catch your viewer’s attention and make your brand feel more real to them. They will rationalize that if you can help others you can help them too. That’s an important conclusion your audience should be drawing from a brand’s testimonials.
A patient testimonial about how your band helped them get back on track is a great example of the kind of testimonial your brand should be showcasing.
Patient testimonials are especially important for content creation but it is also good to think outside of that scope of testimonial.
Consider using testimonials from medical assistants, or hospital sanitation workers. Although uncommon, these testimonials will show your audience that your brand takes good care of patients and those who work for them which says a lot about a brand.
How NewGen Can Help
Content creation is a lot of information packed in a way that is engaging to your audience but oftentimes it can be difficult to make sure all your content is organized and relevant. This is where NewGen comes in. Our marketing team is dedicated to creating quality content and growing your brand to the best it can be. We are experts in content creation, SEO and so much more.
If you’re unsure of how to market your brand, NewGen has you covered. Feel free to reach out to our team today!