Brainstorming content ideas is a struggle every online business goes through. As a doctor, you may feel unsure about the content to create, how to share it, and most of all, how to choose medical content topics that are marketing-friendly and will help you convert patients. It can get tough to keep up a constant stream of medical content ideas while ensuring each one helps your medical business gain online authority and generates patient leads.
The best thing about online content, especially medical content, is that it is repurposable and there is always something new to talk about. When it comes to medical content, we can use the word “evergreen” with it, since the most searched prospect on the internet is medical information.
If you are posting information that educates online traffic, converts potential patients, and builds your online reputation, you are doing it right. So if you ever run out of medical content marketing ideas, take a pause and follow this guide to get back on your stellar medical content marketing strategy.
Good medical content can only be created when you ask yourself; why you are creating it, who you are creating it for, how will you promote it, and how much value it brings to your overall medical content marketing strategy. Here are the four tips that can save your medical content marketing strategy and can help you come up with fruitful content topics:
1. Come To Terms With Your Goals
It has been said again and again and again and then again, that by distinguishing your business goals for each marketing channel can help you use it better. Medical content can be either used to inform the reader, promote your medical services to them, or can help your medical business build an esteemed reputation among your competitors. The trick, however, lies in creating medical content in a way that accomplishes all three of these goals and hits three birds with one stone.
For instance, instead of posting about your medical services and the latest medical information about the pandemic in separate articles, you could create a blog post that reliable medical information about the pandemic, insert credible sources in it, and explain how patients can use your medical services regarding it, such as telemedicine services, etc. With this content style, you are informing, guiding, and promoting at the same time.
2. Repurposing What Works
It’s always a good idea to learn from your past progress when it comes to creating online content. You can use the analytics for your medical marketing content strategy to pinpoint what your audience looks for in your content. This practice can help you keep a steady and punctual content posting cycle even if you get stuck in choosing the right topics for your medical content. Just select a few topics that have performed well in the past and try a new spin or post them by adding updated information relating to the topics.
You can also use these insights in brainstorming new content structures or rebuilding the ones that need some help. Try to see if your patients like a certain type of content, such as infographics or video. You might also want to analyze their engagement rate by checking their number of comments, likes, and time spent on viewing them by your audience.
3. Ask Your Patients About What They Want From You
When in doubt, you can alway take up to asking your patients about what they want to see from you. Your patients aren’t here just for your medical services, but also for the unique medical insight they gain from your medical content so using this pursuit is always a great idea. There are various ways you can accomplish this. It can be done by setting up a poll or questionnaire on your social media platforms and asking your patients there about what they want to see from you.
You can also set up a FAQ section on your blog posts to create new medical content topics. Scroll through your frequently asked questions by your patients and try to find a recurring topic that is most asked. FAQs submitted by your patients will always be with the trends, for instance, your FAQs right now might be full of topics such as Covid-19 symptoms, home remedies, vaccine treatment, etc.
4. Keep Certain Medical Content Marketing Factors In Check
Keeping your medical content relevant, engaging, and compelling is no walk in the park since there is no shortage of good medical content available online. As you strive to create medical content that fulfills your medical business’s objectives, it is important that you keep these factors in check to help you publish credible medical content:
To ensure that potential patients convert, publishing medical content that is not limited to a stereotypical structure is important. Posting white papers, newsletters, extended articles, weekly special posts, and interactive videos are great alternatives for content structure.
Keep quality over quantity:
As you may suffer from a lack of content ideas, you may also experience an influx of them. While it may be tempting at that time to post daily, it is vital that you only post the most credible medical content that has high converting potential. Stick to a weekly content posting schedule can help you avoid over-posting and experiencing a content block later on.
Be aware of your competition:
There is a good chance that your medical competitors are following the same goals as you when it comes to medical content marketing. It is important to not get caught up in what they are doing but keep an insight on their progress.
Balance your medical SEO needs and your creative instincts:
It is easy to get lost in the world of optimization or creative ideas when it comes to medical content creation. It is crucial that you create medical content around topics that are not too rare or too generic and contain the right amount of optimization done on it to ensure that it ranks well.
Monitor your results:
You spend all your time producing great medical content but is it proving its worth? Are you getting your desired number of likes, patient leads, and online reputation? To learn all this, you must track your every monthly medical content marketing strategy and compare their results with each other. Doing this can help you weed out futile content ideas and focus on the ones that are proving their worth to your healthcare digital marketing agency.
Choosing the right topics for your medical content marketing strategy and ultimately, your medical business, requires strategic planning. It is vital to learn what medical content topic, type, and structure perform well and what your audience engages with most. Consider keeping track of your medical content marketing strategy and making changes along the way as trends change. As a doctor, you must remember that effective content marketing depends on the selection of the right medical topics that educate, engage, and convert.