It takes more than just publishing a blog article and sharing it on Facebook to get the comments, shares and page views rolling in.
If you think about it, 2 million blog posts are published everyday on the social web. And most of those marketers are using social media to promote their content anyway. So doing the bare minimum likely won’t cut it.
Knowing what type of content your prospects want to read and share is absolutely necessary. The best way to find out what people want is to ask them. Simply conduct a survey and ask people in your social media networks:
“What do you find to be the most valuable content when looking for a potential solution?”
Then offer a selection of answers for people to choose from e.g. blog posts, white papers, e-book, webinar, podcast, video, case study, in-person events and so on.
Or you could experiment with the types of content that typically do well with other healthcare publishers and bloggers. Here are six of them:
#1. List posts
Don’t dismiss list posts just because you see them all the time. People love to consume content in bite-sized portions. In fact healthcare marketers don’t take advantage of lists posts as much as they should. Packaging information in an easy to read format tells readers that you’re respectful of their time.
#2. How-to articles
It’s amazing how much mileage ‘How-to’ articles continue to get. People love simple, step-by-step instructions for doing something or learning something new. A ‘how-to’ framework on your blog makes your content easy to understand and execute.
There’s a lot of research in the healthcare industry. Problem is, it’s not always readily seen on the social web. Yet for the most part, top level executives and decision makers want reliable facts before taking the next step. Provide well structured research articles based either on your own studies, or third-party sources to give managers and CEO’s the proof they’re looking for.
#4. Visual stories
Readers reward visual content. Whether it’s pictures, infographics or video, laying the foundation for visual content is a promising content strategy that’s sure to attract prospects. Also when you consider that Facebook is mostly a picture economy, that gives you even more reason to use images to tell your story.
SlideShare has been called the ‘sleeping giant’ of content marketing. It is the ‘YouTube’ of PowerPoint presentations. However you don’t have to wait until you do a presentation to share it on SlideShare. You could also take some of your most popular blog posts, change the format from text to bullet points, add a lot of images, and put them up on SlideShare. This is a very easy way to present your concepts and ideas quickly and visually.
It seems that 2013 is the year for podcasting. Besides meeting in person there’s no better way to connect with people than by podcasting.The power of your voice enables people to connect with you and make them feel like they know you. The Doctors RoundTable for example is a great podcast for interviewing doctors and asking them about common health problems that people are facing.
Over to you: What have been your challenges and opportunities in creating content? Can you share some ideas that worked for you?