The amount of online content that you can access with just a few clicks is astonishing. You can find everything from videos covering niche hobbies to extensive blog posts discussing the benefits of trying a new diet. If you own a healthcare practice, using the power of content to attract qualified leads to your website can help you expand your digital reach and boost your patient acquisition.
Content marketing refers to creating and distributing content across different channels to attract a target audience, boost traffic and increase conversions. It can include anything from informative blog posts on your site about the causes of headaches to engaging infographics on social media sharing tips to fight the common cold.
Instead of B2C content marketing, which would help you appeal to current or potential patients, B2B-specific content marketing means that your efforts are geared toward engaging with other businesses. It can help you establish authority, build connections and make sales.
Read on to learn about the benefits your healthcare practice can gain from B2B content marketing.
4 key benefits of B2B content marketing in healthcare
A B2B content marketing strategy can help your healthcare business grow in more ways than one. High-quality and relevant content will help you rank high for the right search engine keywords to boost your visibility and awareness for your targeted businesses. It also establishes your credibility, which is a value that many businesses look for in their partnerships.
Let’s take a look at four specific ways that your healthcare practice can benefit from B2B content marketing:
Benefit 1: Enhanced lead generation
The goal is to grab the attention of the right audience and reel them in to deepen their interest in your practice. With content marketing, you’re able to start users on the patient journey, also known as a patient funnel. The funnel includes four main stages: awareness, consideration, conversion and loyalty.
You want to help users move down the funnel by showcasing your benefits and the value you can provide them. The more leads you get, the more likely you are to see conversions that bring in revenue.
Examples of B2B lead generation using content marketing include:
- Engaging videos that target a long-tail keyword
- Blog posts that answer a specific health question
- Creative social media posts that align with healthcare business trends, like demonstrations
Benefit 2: Improved user engagement
Website traffic is always a good thing, but it doesn’t mean as much as getting people to actually interact with your website and deepen their relationship with you. When done correctly, content marketing can help you engage with your target audience by appealing to their relevant concerns and connecting those concerns to the value that you can provide them.
When users engage with your content, it encourages conversions that move them along the customer/patient journey funnel. Examples of user engagement opportunities include:
- Clicking on a call to action at the bottom of a blog post
- Sharing a social media post
- Opening an email
Benefit 3: Cost-effectiveness
Content marketing is a type of organic marketing, meaning that it doesn’t involve purchasing ads to appear on search engine results pages (SERPs). While it may still cost a bit to create the content that you’re looking for, such as hiring a writer or video animator, it’s a much more cost-effective option in the long run when compared to advertising.
Content marketing can contribute to your search engine optimization, as you can create high-quality, credible content that appeals to the algorithm as well as the users. Once you rank high on SERPs, there aren’t many maintenance fees and you can receive steady traffic for potential conversions.
Benefit 4: Better alignment with buyer’s journey
The buyer’s journey down the funnel takes time. Perhaps a user doesn’t have an immediate need to become a paying customer (patient). It’s possible that they are doing extensive comparisons in the consideration phase. The best way to nudge them along is to meet them where they are with the right targeted content.
Content marketing helps you to target your efforts toward each phase in the journey. For example, informative blog posts are good for the awareness phase; video testimonials are most effective for the consideration phase.
Want to use B2B content marketing for your healthcare practice? BURG+CO. can help
It seems like the benefits of B2B content marketing speak for themselves. It can boost engagement and lead generation, and it doesn’t take out a huge chunk of your budget. If you’re sold on the idea but not sure how to get started, a content marketing service like BURG+CO. is here to help.
Our content marketing team is all about creating content that not only grabs the attention of your target audience but also moves them along the funnel to become patients. With our SEO insight and keyword research, we can help you get the metrics you’re looking for.
Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
