There is content. And then there is quality content. While it’s a treat to read a well written piece, when it comes to marketing, the difference is in the value the content provides its intended audience.
You don’t have to be a great writer to create effective communications. But you do have to be strategic. When evaluating or creating new healthcare content for your website or other media, consider the following guidelines:
1. Focus on your target market
- Who do you want to attract?
- What is their age group?
- What is their education level?
- What are their concerns and problems?
- What questions do they ask most frequently that you have the knowledge or experience to answer?
When you’re clear about your market, you can address them efficiently with information they want, in a way they can understand it.
2. Put the care in health care
Your goal on the Internet is to build connections with your target audience in a way that encourages them to talk with you and about you.
Let your personality come through your writing and demonstrate compassion so people know you care about their health and want to help them manage it.
3. Align your story with what you do
Relate your content to your area of expertise so that your name is associated with the services or products you provide. Don’t spend your time promoting someone else’s specialty, even if it may be interesting to your target audience.
4. Think like a journalist
Transparency and accuracy is critical to establishing a reputation for credibility and professionalism. When you use someone else’s research or data, be skeptical and make sure it is factual. Whenever you have a bias, acknowledge it and include other points of view.
5. Create an attention-getting headline
8 out of 10 people read headlines and subheads. Use your headlines to tell an abbreviated version of the story so the reader can quickly tell what value they will get when they read on.
6. Be controversial
No one wants to spend a lot of time reading something they already know or believe. If you want to present a common topic and make an impact, offer up a new way of thinking about it.
7. Understand what makes people talk
When you disrupt people’s natural patterns of thinking with information that is new and surprising, they feel compelled to pass that information on. And if you’re going to spend time and money creating content, you want to make sure it gets shared.
Of course, if you hate writing or simply don’t have the time to do it, hire an editor or professional copywriter to ensure your communications match the quality of your services. If you’re looking for one, if I can’t help you, I can put you in touch with another writer who can.