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

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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.

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Diversification of Content Types

Not everyone prefers consumes

content the same way

People retain information differently

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Types of ContentBlogsVideosImagesPodcastsWhitepapers

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Video Content Tips for Expanding ReachProduce video Post on YouTubeOptimize description with targeted keywordsand brand name

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Video Content Tips for Expanding ReachMake sure title isoptimized with[Video]Meta description isoptimized

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Video Content Tips for Expanding Reach

Develop a blog postSummarize videocontentEmbed videoPromote blog post

Expanding Reach of Your Content

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Social Media Content

Tweets with imagesreceive 18% moreclicks, 89% morefavorites, and 150%more retweets.

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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

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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

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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.

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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.

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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.

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The Testimonial

They build trustEliminate scepticism from your brandAre more authentic as they come fromyour customers vs the brand trying tosell its product/service.

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The Testimonial

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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)

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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.

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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