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Best PracticesOnline Use of Your Digital Audio Content
healthcare.radiomd.com
2 Keys to a Successful Content Program
1. AccessEnsuring easy access through proper placement of content links will
result in a more favorable user experience and an increase in “organic”
traffic from related sections.
2. AwarenessCreating awareness of your content is essential. Without awareness,
discovery of your content is left purely to chance.
Acce
ss
Imagine that you are a consumer visiting your page for the first time.
A friend told you to check out the hospital’s physician interviews and new “radio” channel.
Are you easily able to find what your friend is talking about?
Ensuring easy access to your content is key to ensuring maximum exposure.
CLIENT EXAMPLE
Best practice
Access
Frequently updated, original content is the life blood of any organization’s online presence.
Providing easy access to that content is necessary to maximize its impact.
Best practice
Place direct link to content in a fixed and noticeable location on your landing page(s).
CLIENT EXAMPLE
Access
Frequently updated, original content is the life blood of any organization’s online presence.
Providing easy access to that content is necessary to maximize its impact.
Best practice
Place direct link to content in a fixed and noticeable location on your landing page(s).
CLIENT EXAMPLE
Access
Maintain multiple paths to the content.
CLIENT EXAMPLE
Best practice
Place links to your content within relevant sections (e.g., About Us, Education, Physician pages, etc.)
Access
Multiple
paths
Multiple access points make it easier for consumer to find your content.
CLIENT EXAMPLES
Best practice
Multiple
paths
Access
Add a graphic or icon to increase visibility and make access easier.
CLIENT EXAMPLES
Landing
pages
Best practice
Access
Promote your channel or specific programs within blog articles.
CLIENT EXAMPLE
Blog article
Best practice
Access
Promote your channel or specific programs within blog articles.
CLIENT EXAMPLE
Blog article
Best practice
Access
Physicians page
Promote specific programs on your physician index pages.
CLIENT EXAMPLE
Best practice
Your physicians are your community’s most trusted source of information about their health.
Make physician-specific content accessible from the physician’s profile page.
Access
Physicians are trusted more than friends and family when it comes to matters of health.
Profile page
Promote specific programs on your physician profile pages.
CLIENT EXAMPLE
Best practice
Access
Place links to specialty-related content on your specialty center pages. Specia
lty Center
s
Promote specific topic categories on relevant specialty pages.
CLIENT EXAMPLE
Best practice
Access
AwarenessAwareness
Awareness Awareness
Awareness
Social Media• Utilize your social media channels and keep your followers abreast of
upcoming and recent programs.
• Announce descriptions of your latest programs and links to “listen now”
across all of your social media channels
Awareness
Promote your channel or specific programs via Twitter.
CLIENT EXAMPLES
Tweets
Best practice
Awareness
Include photos to improve your engagement within social media.
Tweet
Tweet notices of new programs and include photos or graphics.
CLIENT EXAMPLE
Best practice
Awareness
Tweet
Tweet links to program mentions in articles (e.g., blogs, newsletters)
CLIENT EXAMPLE
Blog
Best practice
Awareness
Generate content for “Awareness” months and tie in promotional messages during that month.
Tweet
Promote channel or specific programs in conjunction with calendar events.
Best practice
Awareness
Ask your community what they want to hear about.
CLIENT EXAMPLE
Tweet
Best practice
Awareness
Promote your channel or specific programs via Facebook.
CLIENT EXAMPLES
Best practice
Awareness
Promote your channel or specific programs via LinkedIn.
CLIENT EXAMPLES
Best practice
Awareness
Blogs facilitate a consistent dialog with your online community and are excellent platforms to promote new programming. Blog
Promote channel or specific programs within blogs. Make sure to include links.
CLIENT EXAMPLE
Best practice
Awareness
Cross-promote - add links and make recent programs accessible from other relevant pages.
CLIENT EXAMPLE
Blog
Best practice
Awareness
Traditional advertising• End of spot tags or video overlays, “Hear our
doctors at ourHospital.com/DoctorRadio”
• Stickers on direct mail pieces
• Rotating banner image on landing page
Piggy-back on existing campaigns
Awareness
Visit us @ healthcare.radiomd.com
For more best practices and content marketing ideas, follow us on Twitter, LinkedIn and check out Content Marketing in Healthcare.
See what other RadioMD clients are doing.
