Healthcare Content Marketing Strategies for Growth

Effective content marketing strategies for healthcare businesses

Content remains an incredibly powerful way to market your healthcare business, build credibility, and grow your revenue. 

Our team has spent years developing healthcare content marketing strategies that drive real growth for startups in need of brand recognition and legacy businesses in need of a fresh approach to their content. 

Original articles, website content, case studies, and white papers — these are all highly effective ways in which you can put your message in front of your ideal audience. 

And now that AI search is becoming increasingly prominent, the way in which you create, structure, and publish your content is perhaps more important than ever. 

But it doesn’t mean you have to start over. In fact, what it just might mean is that you need to get that much better at talking about what your healthcare business does, how it helps your customers, and why they should choose you instead of your competitors.

What we’ve found in our work over the years is that quality content, no matter what stage a business is in, will always win. But what does “quality” mean, exactly?

The difference Formada provides lies in developing person-first content that uses traditional SEO and AI search best practices vs. writing strictly for SEO or AI. 

Yes, things like keywords matter, but how you use those keywords to create something meaningful is what matters most. 

Here are five healthcare content marketing strategies that will help your business grow. 

Your healthcare content needs to be original

Your perspective matters. And the more specific you can be when creating your content, the better. Search engines like Google are crawling websites, evaluating them, and ranking pages based on the value they provide in relation to search queries. 

But it’s not just about having search engines and LLMs evaluating your content. It’s also about cultivating a unique perspective that people can connect with. It builds trust. It grows your authority. 

This is why it’s important to tackle highly specific questions over broad search terms. By writing about highly specific search queries, you have the opportunity to:

• Showcase your unique perspective
• Share proprietary information and data
• Establish a niche in your industry

By focusing on originality, you’re setting yourself apart from the competition, providing your audience a fresh, intriguing perspective, and giving traditional and AI search something new to evaluate.

Your healthcare content needs to be useful

The mission of your content isn’t to simply fill a container. Its purpose is to help a person solve a problem or make a decision. 

Your content must directly answer the questions your customers are asking — clearly and succinctly. 

This is where your experience and authority comes into play. What will people understand after they’ve read your content? What can people do with the information you’ve provided?

Don’t just cover a topic. Explain to your audience what your experience looks like in practice. How has your healthcare business helped people like the searcher? What were the outcomes?

And don’t forget the call to action. You’ve provided valuable information. Now tell your audience what to do with that information. 

Your healthcare content needs to be published consistently

First things first: Content is about quality over quantity. Your goal is to provide value, not choke the internet with content for content’s sake. 

But consistent publishing does matter. Why? Well, for starters, search engines like Google love an active site. Every time you publish a new article, you’ve created a new opportunity for their crawlers to visit your site, evaluate the quality of your content, and rank it accordingly. 

Additionally, you’re giving your audience more reasons to visit your site, which means more opportunities to understand how they’re interacting with your content, which then gives you data about future content creation. 

When we work with clients, we perform a content audit, establish clear goals based on our findings, create a content calendar, and publish accordingly. Some clients publish twice a month. Some publish daily. It’s all based on how you want to invest in this specific goal.

Your healthcare content needs to be distributed 

Yes, there’s value in creating and publishing content in and of itself, but if you’re ignoring distribution, then you’re only investing in half the battle. 

You need to help people find your content. And it’s not necessarily something that you need to invest money into. (But don’t overlook investing in PPC, social media ads, and sponsored content!)

The reality is, you can be very effective in distributing your content via owned media channels like social and email. 

It’s about knowing where your audience is, and adapting your content to fit the needs of those formats. 

One piece of great content has one million possibilities for your business. I’ll say it again, it’s about quality, not quantity. 

Your healthcare content needs to be updated

Great content should never be left to die on the vine. And there are all sorts of things that can happen to content over time:

• New research gets published
• You have new data to share
• Links are broken
• A procedure has changed
• New products have emerged or old products have been discontinued

Sometimes, you’ve simply gained more experience and know that you can write something better and more useful. 

And don’t forget that updating and republishing articles attracts search engines, giving your search results a recency boost. 

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Let’s grow your healthcare business.

We’ve seen it first-hand: Healthcare content marketing strategies can create incredible growth for your business. 

Formada partners with businesses just like yours to create custom content strategies that give your business the boost it needs to achieve your goals. Read to learn more? Contact us today!