More and more healthcare companies are making content marketing a priority, which is a good thing since the healthcare industry is notorious for lagging behind.

Yet just because it’s important, doesn’t mean your healthcare organization should move full force ahead. In fact, only 30 percent of B2B marketers say their organizations are effective at content marketing, according to a report by the Content Marketing Institute.

Here, read on for some ways your healthcare company can executive your content marketing strategy in a smart way, create content you can repurpose and give your business a big boost.


1. Pull together buyer personas

Flesh out your buyer personas so you know exactly who your customers are, what they need and how fill the void. Having buyer personas complete will also guide you as you create every piece of content and help you effectively target your prospects.


2. Create an editorial calendar

Your team might be strapped for time, but you can’t expect to write great content without an editorial calendar. You might be a healthcare marketer, but you need to think like a publisher.

Set a regular meeting to brainstorm ideas with your team and create an editorial calendar with at least three months worth of content. The calendar should include the story title, the type of content, the word count, keywords, who is responsible for writing it, the deadline, the date it’s scheduled to post and the channels.


3.
Tell stories, not testimonials

Testimonials are an effective way to show prospective clients how you changed their lives but a one or two sentence quote won’t cut it. You need case studies to show your leads that your company has helped other clients just like them.

Whether it’s a patient story that makes them fill up with tears of joy or a case study about how you helped your clients increase revenue and save time, make sure you have stories that make your leads take action.


4. Repurpose and repeat

Just because you write a series of blog posts or a white paper, doesn’t mean it’s one and done.

Find ways to make your content work for you by repurposing it over and over again. Turn a bunch of related blog posts into an e-book or a white paper into a series of blog posts. Or pitch thought leadership articles, case studies and infographics to the media.


5. Keep a content inventory

Keeping tabs on your content can inform your content marketing strategy going forward. When creating your spreadsheet, include data like the URL, type, page title, post date, page views, unique visitors and social shares.