What’s the most effective medical practice content to share with your audience? The best kind of content is targeted, specific, and engaging; it should answer questions that your audience already has, therefore positioning your practice as a reliable and trusted source of information. As you continue to consistently share appealing content, your viewers will go on to rely on you for the information they want and need. This builds trust over time, showcasing your practice as their very best option for their healthcare needs. When it becomes time for your audience to choose the right healthcare provider, they’ll be inclined to choose you. This decision-making process is called the Buyer’s Journey, and the content pieces you share online are its building blocks. Today, we’re going over some basic tips about how to create appealing, dynamic content your audience will love. Let’s get into it.
Anticipate Questions and Answer Them
The most appealing content is the kind that anticipates the pain points your target audience has, then addresses them. For example: if you’re an ENT specialist, it’s worthwhile to think about your most frequently asked questions (and even competitors’ FAQ), using those as a reference point for your content strategy. Educational blog posts covering topics like laryngitis symptoms, how to tell if a sore throat is more than a cold, and early signs of an ear infection are all great examples of ways that you can share your expertise through topics that your audience will find relevant and useful. The key is to share your expertise freely, giving your audience tidbits of knowledge that help them and incentivize them to view you as a thought leader in your industry.
Gate, But Don’t Gatekeep
It’s a good idea to make as much of your content as possible free to your viewers. The more people you can reach, inform, and engage, the more likely it is that you’ll get a great ROI for the time and resources you put into creating your content. Don’t get us wrong: sharing your content free of charge doesn’t mean you can’t get anything in return. One of the best things you can do is “gate” your bigger content pieces, like informational videos, eBooks, whitepapers, and infographics. Make it free for your viewers to access in exchange for filling out a form with their name, email, and phone number. Boom: you’ve just created an effective pipeline for bringing in great-quality leads. You can use this contact information to send out email campaigns, special offers, and incentives to schedule a consultation with your practice. You can also use it to build lists and retarget these customers with advertisements on social media and the Google display network.
Invest in Video
Video is the most effective form of digital content you can share nowadays. According to studies conducted in 2020, over 60% of companies use video in their marketing – and for good reason. Three-quarters of marketing professionals assert that video helps them bring in a better ROI than regular photos or written content, with a staggering 94% of marketers planning on continuing their use of video in their digital strategies. Video works: it catches the eye, shares information in clear and easily digestible ways, and captures viewers’ attention more easily than written content – and more effectively than static photos. If possible, brainstorm potential topics you can cover via video. Introduce yourself, your practice, and dive right into what you’ll be covering. Video is a great opportunity to go a little more in-depth into commonly asked questions or to further illustrate basic concepts that you want people to know. It’s also more likely to perform well on social media and on your website.
The best kind of medical practice content to share is the kind that anticipates your audience’s questions, pain points, and needs, then delivers relevant information in a digestible and engaging way. There’s no one solution you should implement: your content will perform the best when it’s contextualized under a holistic content strategy that’s made to drive growth. If you’d like to learn more about how to produce the best content and measure data to make sure it’s performing the way you want it to, schedule a free consultation with us.
