Your Content Marketing Strategy May be Failing Because of This: No Strategy!
Many doctors and health professionals are frustrated. They put in the time to create fresh content on a regular basis but it does’t seem to bring the effect they are hoping to achieve. Whether it is to retain current patients, attract prospective patients and grow their practice, or sell a book they authored, their content marketing doesn’t seem to show any effect.
Why would this be? On one hand, you are following the techniques that big business uses with their content marketing, but it doesn’t give the same effect. In a nutshell, it is because there is no effective strategy. Do you have a plan?
A mere 9% of B2B marketers perceive their organization’s content marketing as effective according to the CMI’s industry survey.
Key data from CMI’s survey shows:
Strategy
The Team
Content marketing in medical practices takes a team to carry out. Assign staff members posts in topics that they are intimately involved in on a regular basis and assign a day in the week or calendar month when they are responsible for it. You can’t be expected to take care of all the content marketing for your practice but like anything else in medicine these days, if it’s not written down, it doesn’t exist. Don’t expect everyone to read your mind or be consistent unless it is written in a content calendar.
Content marketing is a method that takes a team to carry forward. If the organization’s individuals are holding some nebulous strategy in their minds, that’s not really a strategy at all. That’s just some thoughts on content marketing.
Types of Content Marketing
- Lists
- Videos
- Webinars
- How-tos
- Polls
- Infographics
- Case studies
- Guides
- PDF downloads
- Reviews
- Interviews
- Podcasts
- Tutorials
- White papers
- Research
Everyone loves lists. Think of 5 best ways to…. or 7 types of…..3 steps to… Most things that you do can be broken down into lists for your reader. The thing is, each of these types of content affect people in different ways and as such, practices can create several in their content strategy.
As the image points out, diversify your content. This keeps it fresh and interesting with viewers returning to see what you’ve just produced. The key is keeping it relevant to your services and the reader. What does your prospective patient want to read. Remember, the information is to engage and inform.
Measure ROI (return on investment)
Use analytical tools to show which content is getting the most traction and then concentrate on those.
Scott Severson tracked specific keyword data to demonstrate content marketing efficacy. He measured performance based on SEO-click value.
Of course, there are other ways to measure ROI and effectiveness. Stick to the parameters that you’ve chosen. Set goals and finish the projects when the goals are met.
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