5 Steps to Healthcare Content Strategy

WHAT’S ALL THIS HYPE ABOUT CONTENT STRATEGY?

CONTENT STRATEGYis a marketing process to attract and retain customers by consistently creating relevant content to enhance consumer behavior.

Joe Pulizzi

WAIT WHAT?

IN SHORTIf you deliver consistent, valuable information to buyers, they ultimately will purchase from you.

DEFINE YOUR GOALS• Build your content strategy with specific

goals in mind.• Improve your social media presence.• Harvest email addresses for a future email

marketing campaign (hospital updates, tips on staying healthy, etc.).

IDENTIFY YOUR TARGET AUDIENCE• What are your audience demographics?

Women? 30-40 years? Single?• What keywords and phrases is your audience

searching to find information?• Where is your audience when it comes to

social media? Facebook? LinkedIn? Pinterest?

START CREATING CONTENT• Play up your strengths• Write a case study about how your

hospital/physicians helped a patient overcome a challenge.

• Write a blog post about surprising health habits that promote longevity.

• Create a white paper on what to expect from a specific medical procedure.

PUBLISH YOUR CONTENT• Create an editorial calendar• Who is responsible for writing content• What social media outlets are you using?

• Publish your content on more than one social media outlet.

• Run regular reports

EVALUATE• Evaluate your efforts• Are you targeting the right audience?• Does your content appeal to your target

audience? Is it what they want to read?• What social media outlets are working?• Have you reached your goals?

CREATE A CONTENT STRATEGY AND START SEEING RESULTS

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