In an overly-saturated media environment, more content isn’t necessarily the answer—more engaging content is.
In a Content Marketing Institute report from 2016, the majority of marketers said their biggest challenge was “creating enough engaging content.” Some content marketers decided the dilemma could be solved by churning out a constant stream of content.
The problem then becomes creating content that is engaging enough to hold the target audience’s attention.
If you can switch your approach to real, impactful quality content, then hitting the mark isn’t as difficult as it may initially seem. Try some of these tried-and-true approaches.
1. Provide a Solution
Readers like nothing more than when you help solve their problems. Most people can smell a sales pitch from a mile away, so focus on the reader’s perspective rather than touting your organization. If you focus on what your healthcare providers can do for readers, then you’ve made your healthcare brand a part of the reader’s story, rather than just telling them yours.
Problems you could solve include:
- Differentiating between urgent care and the emergency room by outlining conditions that are relevant to each location
- Showcasing the ways your services—for instance, massage therapy or acupuncture—can meet readers’ everyday concerns, such as de-stressing or pain management
- Alerting people to medical services available in their community
- Offering guidance on how to eat healthy meals and exercise regularly while juggling a busy career and household
One note: Make sure the problem you’re solving is relevant for the audience in that moment. For example, don’t write about heat exhaustion in the dead of winter or publish flu vaccine recommendations in July.
2. Cater to the Eye
The brain and eyes can only handle so much information at one time. People tend to scan quickly through articles, particularly if they’re on mobile devices. Make it easier for your audience to absorb your digital content and tailor your page to what works on a small screen.
Formatting considerations include:
- Shorter paragraphs
- Line breaks
- Standalone lines
- Pull quotes (as long as they’re short!)
- White space
3. Make a Connection
Publishing case-study style content gives your reader something tangible to connect with. These are real people who faced a problem—perhaps similar to one the reader is confronting—and found a solution. Case studies typically utilize images and quotes from real people, two things that are proven to keep an audience’s attention.
For healthcare providers, this content usually takes the form of a patient story. Imagine a reader who lives with persistent knee pain. What is going to make her more likely to contact her local hospital about a knee replacement consult?
- A commercial or ad giving a technical description of a knee replacement procedure and related symptoms, or
- A blog post or magazine story about someone from the community—someone she might know—who underwent a knee replacement and is back to chasing her grandchildren around and taking long walks with her friends?
For most people, it’s the latter.
Keep your focus on creating content that will be fresh and engaging from the perspective of your unique audience. Remember: Getting prospects to hear your message comes down to quality more than quantity.
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