5 Hot Trends and Tips for Better Healthcare Content Marketing

A marketing strategy is important for any healthcare business, no matter how big or small. It helps to define your goals and objectives and creates a plan of action for achieving them. Without a marketing strategy, you're flying blind and are much more likely to fail.

With so many components of a marketing strategy, including search engine optimization (SEO), pay-per-click advertising (PPC), social media, and content marketing, it can be difficult to know where to start. However, content marketing should be a key part of your overall strategy.

Why? Because in order to succeed with SEO and PPC, you need great content. And without content marketing, your social media efforts will fall flat. In short, high-quality content is essential to the success of any healthcare digital marketing strategy.

Not sure how to get started with healthcare content marketing? Check out these five hot trends. Let's begin!

1. Focus on Reviews on Social Media and From Micro-influencers

In the past, potential patients would ask their family and friends for recommendations for doctors or healthcare providers. Nowadays, people are more likely to turn to social media and micro-influencers for reviews.

According to a recent study, 84% of people say they trust online reviews as much as personal recommendations. This includes turning to social media to find healthcare information or recommendations.

To take advantage of this trend, make sure you're actively encouraging your patients to leave reviews on your social media pages. You can also reach out to micro-influencers in your niche and ask them to review your products or services. Micro-influencers are social media users with a smaller but more engaged following. They're often seen as more trustworthy than celebrities or traditional influencers. For example, a micro-influencer in the healthcare niche could be a nurse with a few thousand followers who regularly posts about her job. This person would be more likely to be trusted by her followers than a celebrity doctor with millions of followers who only posts sponsored content.

By partnering with micro-influencers, you can get your services or brand in front of a new audience while also increasing trust and credibility.

2. Optimize Video and Voice Search

One of the biggest trends in digital marketing right now is the rise of voice search. With the popularity of smart speakers like Amazon Echo and Google Home, more and more people are using voice search to find information online.

In fact, one study found that 41% of adults now use voice search on a daily basis. And this number is only going to continue to rise.

So what does this trend mean for healthcare content marketing? It means you need to optimize your content for voice search. This means using long-tail keywords – a specific phrase or series of words – that are more conversational in nature. For example, instead of using the keyword "back pain," you would use the phrase "How can I relieve back pain."

In addition to optimizing for voice search, you should also focus on creating videos. Videos are often one of the first results that appear when someone uses voice search. So if you want your content to be seen and heard, make sure you're creating videos as well as blog posts and other written content.

3. Focus on Local SEO and Local Directories

Local SEO is often an overlooked part of healthcare content marketing. But to reach patients right in your area, it's essential.

To do local SEO, you need to optimize your website and content for local keywords. For example, if you're a doctor in New York City, you would want to use a keyword like "best doctors in NYC."

You should also make sure you're listed in local directories like Google My Business, Yelp, and Healthgrades. These directories are often one of the first results that appear when someone does a local search. So it's important to make sure your information is up-to-date and accurate.

By focusing on local SEO, you can make it easier for potential patients in your area to find you online and increase your chances of getting new patients.

4. Content Is Important

The content you create is one of the most important aspects of healthcare content marketing. After all, without content, there would be nothing to market.

When creating content, there are a few things you should keep in mind. First, your content should be educational and informative. It should provide value to your readers and help them solve a problem or learn something new.

Second, your content should be engaging and interesting. No one wants to read a boring blog post. So make sure your content is well-written and engaging.

Third, your content should be shareable. This means it should be easy to share on social media and other websites. Include share buttons on your website and make sure your content is optimized for social media.

By creating high quality content that informs your audience or responds to a need your audience has, you can attract new readers and followers and increase your chances of getting new patients.

5. Use Digital Advertising to Target Potential Customers

A key component of having your content seen by your target audience is to use digital advertising. Advertising allows you to specifically target your potential customer with your content.

When you create an advertising campaign, make sure you target your ads to the right people. For example, if you're a dentist, you would want to target ads to people who live in your city and are searching for dental services.

You can also use retargeting to reach potential patients who have visited your website but didn't convert into a patient. Retargeting allows you to show your ads to people who have already shown an interest in your content. This is a great way to remind them of your services and get them to come back to your website.

Summing Up

When it comes to healthcare content marketing, there are a few trends you need to be aware of. First, focus on creating content that is optimized for voice search. Second, make sure your website and content are listed in local directories. And third, use digital advertising to reach your potential patients.

By following these tips, you can stay ahead of the curve and attract new patients to your practice. At Digital Authority Partners, we can help you create a healthcare content marketing strategy that will attract new patients to your practice. Contact us today to learn more.