How to Develop a Content Strategy, Part #2: Mapping It Out

by Jason Skinner, Chief Marketing Officer - 01/10/18


Now that you have an inventory of your current marketing efforts and a sense of what is most effective, use this information to create audience personas, measurement plans, and governance processes. 

Persona Development

A persona is a representation of your ideal customers based on market research. Personas may be general at first, but they should be constantly refined over time. As you get to know your customers and add more details to your personas, over time your marketing efforts will become more targeted and efficient.

Some questions you might ask to build personas: What are their primary goals and motivations? Which channels do your audiences use? How are they most likely to use healthcare services?

Taking the time to understand consumers of your key service lines as well as physicians and other referral sources will help you create the right content, delivered through the right channel, at the right time.

Once you understand your audience and which channels they use, you can apply best practices by channel to start building personas.

Content Types and Recommended Post Frequencies


  • Facebook—1–3 times per week
  • Twitter—3 times per day
  • Linkedin—1–3 times per day
  • YouTube—at least monthly as video production allows


Weekly to monthly, depending on the situation:

  • Weekly lead nurturing is best for responding to a health risk assessment or download of an online asset.
  • Monthly e-newsletters work well for brand building and engagement.


  • At least weekly, twice if you have the bandwidth.


  • 3–5 ads per ad group


  • At least 2 ads per ad group


  • At least quarterly


  • Bimonthly to quarterly, depending on campaign

Assembling Your Measurement Plan

Before launching a campaign or channel, think about your goals and business objectives. How can you measure them to ensure you're making the most effective marketing decisions?

Some key performance indicators to consider include:

  • Website Traffic
  • Form Conversions
  • Email Clicks
  • Likes and Comments
  • Email Opens
  • Seminar Attendees
  • Calls Received
  • Appointments Made
  • Service Line Profitablity

Governance Processes

Having an active social media presence offers a great opportunity to receive feedback directly from your customers. Even if you do not currently encourage online reviews, people are leaving them about your hospital and your providers. But participating effectively requires a clear internal governance process so that you can be a part of the conversation and provide stellar customer service to those who are already talking about your company online.

Some elements to consider when creating or updating your governance process: 

  • How are comments on social media handled?
  • Who is responsible for responding to comments on social media and review sites?
  • How frequently are social media accounts and review sites monitored?
  • What is your process for publishing blog content? Does it require approvals?
  • How are approvals handled? Who needs to be involved?
  • How does marketing work with other departments to get permission to publish content?

Ready to Take the Next Step?

Download our Step-by-Step Guide to Content Strategy and Execution.

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Topics: Content Strategy, Content Marketing

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