Successful content marketing involves coming up with outside-the-box ideas while still keeping a primary goal in mind. For example, you might see an author try to promote their newest bestseller by taking part in a social media trend from the point of view of their characters. The goal of content marketing is to provide some type of value to the user that connects to your products or services, whether it be a funny skit or an educational resource.
There are plenty of innovative content marketing ideas and strategies that can help your healthcare brand or practice get the traffic and conversions you’re looking for. Even if an idea has been done before, you can still find success by personalizing it to your brand’s personality, tone and target demographic to make it as engaging as possible.
Read on to learn seven content marketing ideas worth considering if you own a healthcare brand and how BURG+CO. can help you implement them for increased traffic and conversions.
Content marketing idea #1: Interactive quizzes
Even when people click on a piece of your content, it’s not likely that they’re reading every single word. In fact, just 16% of users in a research test read every word of an online page. If you want to make sure that a potential patient is gaining as much value as possible from your content, you can have them physically show their interest in it with interactive quizzes. They are likely to fully read whatever their results are, because the results apply directly to them.
Interactive quizzes can give people a better understanding of how you can help them while also boosting your engagement and conversions. You can also use the data from the quiz results to personalize your marketing efforts toward them and gain valuable insight into their needs and interests.
Examples of interactive quizzes for a healthcare practice include:
- Is it time for you to book an appointment for your pain?
- Are you experiencing symptoms of a cold, flu or allergies?
- Is your back pain more than a muscle strain?
Content marketing idea #2: User-generated content campaigns
Your content is created to appeal to a target audience. It can also be beneficial to have your existing users appeal directly to potential patients. User-generated content means that you’re letting users play a role in your marketing by creating their own efforts and sharing them with their online following.
User-generated content campaigns can provide many benefits that can help your digital marketing metrics, including:
- Increased credibility and trust from seeing other potential patients’ positive experiences
- A broader range of perspectives and formats for a competitive edge
- Spreading brand awareness and visibility
Content marketing idea #3: Virtual events
Connecting with people face-to-face can make a significant difference in patient acquisition. It builds trust and gives you a level of authenticity because they’re able to see the person behind the brand. Now, it’s not always easy, or affordable, to hold an in-person event. But you can still establish similar connections through virtual events.
Virtual events can help you showcase your value to a wide audience and gain an understanding of their concerns and needs while also building a sense of community that can improve your brand reputation.
Examples of virtual events for a healthcare practice include:
- Fundraiser for a health-related charity that’s relevant to your target audience
- Interactive workshop for pain management exercises, first aid or self-care
- Educational webinar about a niche, timely health topic
Content marketing idea #4: Video tutorials
Videos are one of the most effective aspects of a content marketing strategy, with approximately 82% of consumers reporting that they have purchased a product or service after watching a video. While there are many different approaches you can take to video content, tutorials can be a way to educate your audience while also showcasing your expertise.
Video tutorials give you as a healthcare provider the opportunity to showcase your treatments in an easy-to-understand, accessible way. The intriguing content is also easy to share online, leading to a boost in engagement, brand awareness and organic traffic.
Video tutorial examples for a healthcare provider include:
- Exercises for common patient pain points, such as back pain
- Showing how to use your practice’s equipment or modalities, such as a CT scan
- Walking through the process of wrapping a sprained ankle
Content marketing idea #5: Email newsletters with value-added content
Email marketing is a type of digital marketing that has been around since the early days of the internet. Despite the other methods that have become more popular, such as SEO and social media, email marketing is still a cost-effective way to connect directly with potential or current patients. In addition, you can amplify your email campaigns with newsletters.
Email newsletters are a way to keep patients in the know about relevant news and changes to your brand. You can also use it as an opportunity to distribute personalized content directly to their inbox based on their needs and interests that’ve been represented in their past engagement. This can mean anything from a post about seasonal allergies to self-care.
Content marketing idea #6: Behind-the-scenes content
When you own a brand, people often only have access to surface-level information because that’s what’s most relevant to them. However, videos and short social media clips that feature the behind-the-scenes action of your practice can help drive engagement and conversions. These strategies enable you to break down the wall between patient and provider to build a sense of trust.
Behind-the-scenes content can look different for every practice. Still, fun or informative videos on your site and social media can show your brand’s personality and make people feel connected to your team. Examples include:
- Tours of your office
- Introductions to staff
- “What to expect when you visit us” videos
Content marketing idea #7: Collaborations with other brands
A stamp of approval from current or past patients can make a difference for people who are still considering whether to book an appointment with you. The same can be said for other reputable sources, brands and influencers. By collaborating with other brands who have services that complement your own, you’re broadening your reach while building credibility.
Collaborations with other brands can include a few different approaches, including:
- Creating or exchanging guest posts
- Spotlighting their services in your content
- Collaborating on a community event or fundraiser
Want to attract new patients to your website with the right content marketing ideas? BURG+CO. can help
Coming up with new and innovative ideas can sometimes come in a windfall. Other times, it can feel like your brain is drawing a blank. The right content marketing strategy comes from creating quality, valuable content that draws in your target audience for increased website traffic, engagement and conversions. If you need fresh perspectives, BURG+CO. is here to help.
Our content marketing services can help you figure out the content marketing ideas that will get you the traction you’re looking for and put those ideas into action. This includes everything from creating content to following a content calendar for consistency.
Our team has years of experience in helping healthcare brands improve their digital presence to attract new patients and retain existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help.
Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
