Even in the midst of dicey economic times, content is apparently still king. At least, that’s what the recently-released results of Bynder’s inaugural State of Content report seem to indicate. In a survey of 1,297 global CMOs, the digital asset management firm found that 69% of those polled have either increased or maintained spending on “content creation, management, and distribution” in 2023.
Referring to the ongoing investments as a “tactical” decision, Bynder says the strategy aims to help organizations be “more agile and adaptable during uncertain times.”
In addition to other findings, survey results revealed that:
- “…streamlining the creation of digital content experiences was also top of mind, with a staggering 98% of those surveyed prioritizing faster time to market and the delivery of content experiences across multiple platforms this year”
- “Over half of marketers (54%) identified improving localization and personalization efforts as key objectives in 2023”
- “…enhancing personalization is perceived as more mission-critical at an executive level, with more than half (60%) of CMOs across industries prioritizing this”
In a statement, Warren Daniels, CMO at Bynder said, “Content is a strategic business asset, and despite tough economic headwinds, our State of Content report has shown that global marketing teams are increasing or maintaining their spend on content creation, management and distribution, as this is where they believe they will see the most return on investment. …”
5 Tried-and-True Tips for Healthcare Content Marketing
Such results demonstrate the persistent value of providing quality content that’s relevant to the specific needs of patients and prospects — and reaches them in the most efficient and effective way.
Here are five tried-and-true healthcare content marketing tips to help you do it.
1. Know your target audience
Every effective content marketing campaign is built upon a clear understanding of the target audience — including who they are, where they are, and what type of information they need.
Within a HIPAA-compliant framework, make the most of the information at your fingertips about your current and prospective patients, and engage in various ways to gain further insights. Social media can be a great place to do this — both through research on various platforms and by simply asking those who follow you what type of information they would find helpful.
2. Practice the power of thought leadership
Thought leadership is one content marketing strategy that is viewed as especially valuable.
Harris Poll research conducted in 2022 estimated the “annual value of thought leadership research” to be anywhere from $2.7 million to $3.6 million, according to the various business leaders who were polled.
“Not only is thought leadership critical in building authority, but it also provides an opportunity to build trust with stakeholders and employees,” the Harris Poll said. “The executives surveyed acknowledged their own reliance on thought leadership, indicating they often leveraged it for policy and investment conversations, as well as to drive sales and build client relationships.”
For providers across the healthcare industry, effective thought leadership is especially important. It helps meet the needs of patients and prospects who are looking for answers — and demonstrates specific expertise that can provide a competitive edge.
3. Embrace the power of story to support brand narrative
Brand storytelling can be a powerful way to make your healthcare organization stand out.
In a post last year, SHIFT Communications referred to brand narrative as “a company’s most powerful growth accelerator” in 2022: “The right brand story seizes the imagination and positions customers and users to want to engage with the offer. Operationally, the brand narrative directly helps build a community of supporters, partners, investors and talent.”
4. Extend your reach through guest posting
Providers seeking to boost their brands can increase visibility by guest posting on reputable sites. Those who place thought-leadership articles in strategic places can extend their reach, demonstrate their expertise, help to boost traffic to their site, and create backlinks that support search engine optimization.
5. Make the most of social media platforms
Of the many ways to boost content marketing efforts, using social media can be one of the most effective. But to optimize your efforts, there are a few considerations to keep in mind:
- Be HIPAA-adherent. To protect your patients and your organization, adhering to HIPAA regulations is a must. Know the do’s and don’ts when it comes to HIPAA and social media use.
- Be a selective platform picker. To ensure you make the most of your time and resources, engage on the social media platforms that are the right fit for the patients and prospects you’re trying to reach.
- Be a strategic poster. Instead of random posting, use a social media content calendar to organize your efforts and align with marketing campaigns. Follow platform-specific best practices for various types of content you create, and time your posts for best results.
- Be efficient with your efforts. You can save a lot of time by pre-scheduling posts. Some platforms have their own scheduling tools, and there are also scheduling platforms that offer a single dashboard for multiple social media sites.
- Be data driven. In any content marketing campaign, it’s important to measure results so you’ll know what’s working and what’s not.
How AMG Healthcare Marketing can help
While those may sound like great ideas, the thought of pulling all that together with everything else on your plate might be a bit overwhelming.
The good news is that AMG Healthcare Marketing can help with your content marketing needs so you can focus on what you do best—taking care of patients.
Contact us today to learn more.