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Top Challenges and TrendsIN HEALTHCARE MARKETING
Victoria Edwards
@TallChickVic
Part 2: Trends in HealthcareContent Marketing
1. Diversification of Content Types
2. Promoted Content
3. Thought Leaders as Authors
4. The Testimonial
@TallChickVic
Diversification of Content Types
The human brain processes visuals
60,000 times faster than text
Publishing content with an image
receives 94% more views
76% of content shared on Twitter
has a photo attached to it.
@TallChickVic
Diversification of Content Types
Not everyone prefers consumes
content the same way
People retain information differently
@TallChickVic
Types of ContentBlogsVideosImagesPodcastsWhitepapers
@TallChickVic
Video Content Tips for Expanding ReachProduce video Post on YouTubeOptimize description with targeted keywordsand brand name
@TallChickVic
Video Content Tips for Expanding ReachMake sure title isoptimized with[Video]Meta description isoptimized
@TallChickVic
Video Content Tips for Expanding Reach
Develop a blog postSummarize videocontentEmbed videoPromote blog post
Expanding Reach of Your Content
@TallChickVic
Social Media Content
Tweets with imagesreceive 18% moreclicks, 89% morefavorites, and 150%more retweets.
@TallChickVic
Social Media Content
Majority of the time, all socialmedia posts should contain animage.Images get attentionImages also take up landscape insocial media
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Promoted Content
The days of gaining significantorganic reach has goneAlgorithms have changed insocial media so budget isneeded to boost reach andimpresssions
@TallChickVicPAID ORGANIC
@TallChickVic
Promoted Posts Tips
What's working organically?Change ads frequently insocialThink mobile whendeveloping adsA/B test your ads
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Thought Leaders as AuthorsBenefits of using Subject Matter Experts:
Builds trust with your brandHumanizes the brandSpotlights the experts in your businessHas potential to increase reach
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Thought Leaders as Authors
@TallChickVic
Ghostwriting A ghostwriter is a writer whoauthors books, manuscripts,screenplays, scripts, articles,blog posts, stories, reports,
whitepapers, or other texts thatare officially credited to
another person.
@TallChickVic
Ghost Writing for Thought Leaders
Subject matter experts like medicaldirectors, nurses and health insuranceconsultants are experts Interview themSet up a quick call or email questionsDevelop contentSend to them for review and approvalMake sure author headshot and byline islocated in blog.
@TallChickVic
The Testimonial
Testimonials like reviews or commentsfrom satisfied customers or members,can aid in creating more selling powerthan some of the best sales pitches outthere.
@TallChickVic
The Testimonial
They build trustEliminate scepticism from your brandAre more authentic as they come fromyour customers vs the brand trying tosell its product/service.
@TallChickVic
The Testimonial
@TallChickVic
How to Get the TestimonialCan be tricky process & usually a case-by-case situation.Capitalize on testimonal by reaching out toindividual to see if they would do a guestblog (ghostwriting)Make sure you have G+ page set up andoptimizedEncourage people who have had positiveexperiences to review your Google+ page(helps with SEO)
@TallChickVic
How to Get the Testimonial
Leave a postcard at your place of businessand encourage people to reviewAdd a call to action to your email signatureDevelop social media posts, asking peopleto leave a comment or reviewWhen you update your consumers viaemail, ask your consumers to review yourbusiness.
@TallChickVic
Thank You!
@TallChickVic
Resources National Health Observances -http://bit.ly/national-
health-observances
Content Calendar Template - http://bit.ly/content-calendar-template
The Power of Visual Storytelling - http://bit.ly/visual-storytelling-today
A Beginner's Guide to Social Media Advertising- http://bit.ly/social-media-ad-guide
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