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Medical Content Strategy: Visibility, Credibility, and Engagement

by Formada

Sep 18, 2024

Posted in SEO

Meghan Kelly and Natalie Nygren discuss medical content strategy.

Why You Need Original, Regularly Published Content

Your medical content strategy might not be the first thing you’re considering when building a comprehensive marketing campaign, but in reality, your content is a central element in creating a brand that will earn you the visibility, credibility, and engagement that you want and deserve. 

With the right attribution tools in place, you can tie your website and social content directly to sales, appointments, and other client opportunities. Remember, more often than not, your website or social content will be the first experience that a person has with your business. And this is an experience you have a lot of control over, so why not give them what they need:

  • Useful answers to their most important questions
  • Easy ways to obtain products or services
  • Reasons to come back to your site 

You do this by creating content that is unique, relevant, and useful, no matter if it’s your social media, your website, a blog, or an email. Your responsibility is to strategically apply your voice into whatever set of tactics you’re using. This takes skill, discipline, and more than a little guidance to perfect. 

Your Medical Content Strategy Starts With A Clearly Defined Brand

A great content strategy starts with having a clear understanding of your business’s brand. 

Some businesses, like Starbucks, Target, or Trader Joe’s have a very clear idea of who they are and who they serve, so they market and advertise accordingly. But having a clear vision and strategy for your brand isn’t as easy as it sounds, especially for medical and healthcare brands who typically don’t have the same budgets and resources as international brands. 

But just because you don’t have an eight figure ad budget doesn’t mean that you can’t have a deep understanding of who your business is, what it represents, and who you aim to serve. The key is in clearly defining those elements and having the discipline to consistently create marketing assets that support what makes your business unique.  

An enormous part of this can be done through publishing content, content that uses your distinct voice and focuses on providing solutions to your clients’ problems. 

At Formada, we’re helping medical and healthcare businesses build stronger, more profitable brands by helping them to more clearly define their brands, create style guidelines that include specific voice and tone instructions, and unique content preferences.

We take those guidelines to build a content strategy that is focused on the reader while also being strategically mindful of search engines.  

Original Content Is Central To Your Web Rankings

We know that you want to be visible in search, and having useful, original content is crucial to your visibility online. 

To us, this is one critical element to your overarching, holistic SEO strategy, one that should also include:

  • A secure, user-friendly website
  • Well-structured page content that is useful to the reader and conversion-focused for your business
  • Highly specific, topical blogs that focus on keywords and long tail search queries
  • Actionable resources like guidebooks, case studies, videos, and podcasts

But, to be clear: It’s important to focus on quality over quantity. Simply publishing a lot of content won’t magically make you rank on page one of Google. But if you focus on giving your audience a value-rich experience, over time you will begin to build authority with readers and with search engines. 

Build Visibility, Credibility, and Engagement With Your Medical Content Strategy

No matter what sort of competition you’re facing or what restrictions you might be facing, I want you to remember this:

You have a value-driven brand. People need what you provide. There’s something about what you do that is unlike what anyone else can offer. 

And that’s the beauty of having a value-driven brand. If you can focus on consistently publishing useful, high-quality content, Google and other search engines will begin to take notice. 

Simply put, by adding relevant content to your website on a regular basis, you’ll build credibility with search engines. This will improve your rankings while also telling search engines to come back to crawl and index your content more regularly, in turn improving the rankings of new pages.

This is precisely how we can support your business — by leveraging the power of consistent publishing to build visibility, credibility, and engagement. 

One approach to this process would look like this:

  1. We create and publish useful, relevant content once a week to your site’s blog
  2. Search engines begin to recognize your site’s consistent updates
  3. The search engine web crawlers revisit your site to review and index the new content
  4. Assuming the content is useful and of high quality, you begin to build more authority, leading higher rankings and visibility

A high volume of content is a great way to bring new users to your site, especially those that are still in the early stages of the buyer’s journey, where they want to gather more information before making a purchasing decision.  

This approach also provides more opportunities for creating internal links on your website, helping guide a reader through the site no matter where they might be on their buyer’s journey. 

Drives Incredible Results With Your Medical Content Strategy

We’ve devoted the majority of our careers to medical and healthcare marketing, and I can tell you first-hand that content is foundational to your marketing strategy. 

If you want to connect with more customers, you simply cannot ignore what well-written content created for people by people can do for your business. 

One of our clients, a healthcare startup with a limited budget achieved these results just by publishing two original blogs per month over a year-long period:

  • 14,000+ organic sessions
  • 85% of all organic traffic to the site are from blogs
  • 99% of top organic traffic driven pages are blogs
  • 3 blogs garner more traffic than the home page

Pretty incredible, right? And the good news is, content is a fairly low-risk investment vs. other more expensive tactics that you have less control over. 

And you don’t have to go it alone. Our team of content strategists specialize in creating original, useful, and effective content. We want to help you grow your business, and we know how to create content that can do just that. 

Let Us Help Your Medical Business Achieve Its Goals

If you’re building a new brand, looking to refresh an established brand, or want support in pushing your brand to the next level, Formada’s Content team is here to help you achieve your goals. Get in touch with us to learn more!

Get in touch with the Formada Team