Healthcare associations play a critical role in the community. They focus on improving the health of people in their local areas through raising awareness and encouraging healthy behaviors. But how can these important organizations attract and retain members? What kind of digital marketing approach should they follow to better engage with the people in their target audience?
In this article, we will discuss the various approaches that healthcare associations can use to market themselves online and identify the best tactics for each type of content creator (blogger, social media influencer, etc.). We will also cover strategies for gaining and maintaining memberships, as well as the benefits of different membership levels.
Types Of Content That Work Best For Online Marketing
There are 4 main types of content that can work really well for online marketers:
News releases are one of the most effective content types for drawing in and engaging new audiences. If a healthcare association creates or collects news stories, they can use these to promote their brand. When someone hears about an interesting new study, for example, they might read an article about it or visit the healthcare association’s website to learn more. Most consumers who encounter news articles are likely to be curious about the topic and might be interested in learning more about it. This makes news releases fairly high up on the list of content that are most effective at drawing in new audiences.
Product reviews can be extremely useful for generating interest in a brand or a product. This type of content can work well for healthcare associations because people often seek out reviews before purchasing a product. In the case of a healthcare association reviewing a medical device or medication, for example, people might search for this type of content to learn more about the product or read reviews from other consumers who have tried it out. In this way, people can get an idea of what the product is like and if it is suitable for their needs.
Even better, healthcare associations can use this content to encourage people to think about and consider their products or services when buying healthcare-related goods and services. This strategy helps to build a brand and establish credibility because people tend to trust reviews more than other types of content. In addition to reviews, healthcare associations can use other types of content (e.g., FAQs, how-to guides, and white papers) to generate interest in their brand or product.
Trend Spotlights And Commentary
Last, but not least, we have trend spots and commentary. Trend spots, as the name would suggest, are news stories about trends – such as the increasing rate of obesity or the decrease in the amount of people who are drinking milk. These are usually short pieces that are similar to news releases in that they promote a brand or product, but they are more focused on current events and popular topics rather than established businesses and organizations.
Along with news stories about trends, a healthcare association can create commentary on these topics. This type of content is typically longer, with fewer words per article, and it might touch on other pertinent issues as well. In order to qualify as commentary, content must be 1) relevant to a topic that is already covered by the media (i.e., the trend spot), and 2) of reasonable length (generally 3,000-6,000 words).
When creating trend spotlights and commentary, healthcare associations can use the same methods as they do with news releases. They can investigate the trends that are affecting their communities and decide which ones they want to focus on. Then, they can create a short piece on these topics that is both interesting and educational.
How To Create The Perfect Marketing Plan
Once you have an idea of which type of content is going to be the most effective for your brand, you can start to create the perfect marketing plan. It is always a good idea to start by creating a content schedule because this will help you decide which types of content to release at specific times during the year. It might be a good idea to focus on releasing content more frequently in the first few months of the year because this is when people are thinking about and are more open to new ideas and experiences. As summer approaches and the days become longer, it might be a good idea to release content less frequently.
Depending on the size of your organization, it might be a good idea to create several different types of content. For example, if you have a team of journalists who can cover news stories, you might want to consider creating a separate team of content creators who can write product reviews or create trend spotlights. Having several different types of content allows you to appeal to different audiences and to promote your brand or organization at various times throughout the year.
To create the perfect content schedule, you first need to determine the ideal format for each type of content you are planning to create. This might involve testing different formats to see which one works best for your audience. For example, in the case of news releases, you might want to try them as infographics, in text format, or even in audio format. You can use tools like SurveyMonkey Audience to help you find the most suitable format for your news releases.
When determining the ideal format for your content, you also need to think about the intended audience. Who is going to read this content? What do they want? How do they want to consume information?
In addition to the format, you also need to consider the frequency at which you are going to release this content. In general, the more frequently you release new content, the more likely people are to remember you. So, if you are going to promote your brand often, it might be a good idea to have short-term memory lapses and to release content more frequently. On the other hand, if your content is going to be more in-depth and you want to give people more time to process and understand what they are reading, you might want to release content less frequently.
The next step is to start to create the content itself. Once you have your content schedule in place, you can start to create content that is relevant to your target audience. As you are thinking about your content strategy, it is also important to consider how you are going to promote this content. As we discussed above, having a well-thought-out and -executed plan for content marketing can go a long way towards helping your organization to reach its full potential.