Is content really king? It might be – but don’t let these marketing maxims fool you – there’s only one king: patient acquisition. When it comes to waging content marketing effectively, start with the end goal in mind and pay close attention to how you’ll measure success.
Where does content fit within your inbound strategy?
Content marketing isn’t a standalone solution. Recall the adage from Field of Dreams, “If you build, they will come?” Well, content doesn’t work in a vacuum. But as the foundational element of an inbound marketing strategy, content serves as the essence of inbound marketing. Content gives your audience something valuable – and that’s the best way to approach content: by adding value.
What kinds of telehealth content should you focus on?
The main function of most types of content is to educate and convince. These actions happen at the top of the funnel and the middle of the funnel. To reach prospective patients at either of those stages in the funnel, think blog posts, white papers and case studies. Talk to the patient care teams – find out what kinds of questions patients are asking. Build some content around real patient questions. Audiences need to be educated on the benefits of your telehealth product or service – and content is a great way to differentiate your brand’s voice from the competition.
What makes content marketing for telehealth effective?
Effective content marketing for telehealth makes use of the time the audience commits to reading it – so in the writing process, focus on infusing relevant calls to action into whatever you are writing, whether it is ad copy, a landing page or your services page on your website. It’s true that content is built to inform and educate, but you also need to give the audience some directions that are designed to move them further down the funnel.
How do you measure the impact of content marketing on your telehealth services?
Before you launch any content, make sure that you’ve defined your acquisition goals. If you’re using a CRM like HubSpot (and you really should be!), you can set benchmarks for lead scoring. You can also set up event tracking using Google Tag Manager to measure clicks on your relevant CTA buttons and form submissions. If the user action you’re trying to drive is a phone call, it’s wise to invest in a call tracking solution that provides detailed data on the quality of response you’re seeing from your content.
If you’re serving up content by utilizing paid advertising on channels like LinkedIn, Facebook and Twitter, you can measure success in a couple of different ways. You can access all the standard metrics (impressions, CPCs) within the platform, but you can also take it one step further and measure referral traffic in Google Analytics from these ads using unique tracking URLs to get a more granular cost per visit metric.
But the best bottom-line metric for content marketing in telehealth is this: are you acquiring new patients? And are you attributing patient acquisition back to specific channels and tracking the customer lifecycle forward to calculate LTV with an eye toward which acquisition channels create the highest LTV customers?
If you’re looking for some help with your content marketing strategy or execution, tell me more about your challenge – and if it makes sense for us to chat about your project, let’s talk about how we could work together.