Content Marketer

Written by on June 1, 2015 in Features - No comments

Why You Need One and How to Hire the Right One

ContentManagerWEBAccording to Wikipedia, content marketing is “ all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action”.

Quite simply, content marketing is the information that you want to convey about you and your medical practice across several channels and by many techniques to get your messages out in an understandable way and give you the visibility to do so.

7 Reasons Why You Need Content Marketing

Content marketing serves to:

  1. Strengthen your brand
    Providing great content that is useful to your market, links your brand to the source that people look toward and promotes you, giving publicity and referrals.
  2. Establish you as a thought leader
    By providing solutions on your site, forums and chat rooms to problems that people are struggling with, you are considered a leader in your field- that that people will seek out for answers.
  3. Improve search engine ranking
    Valuable content that people need helps it go viral, thereby giving you more exposure.  The greater the engagement, the higher the ranking will be.  When writing with the proper keywords, you are also highly rewarded for it.
  4. Promote you and get you known in the community
    A recent survey by Consumer’s Digest reported that consumers trust brand recommendations from both friends and those they trust online.  The more your brand is seen in the community, the more they will trust you.
  5. Generates leads (prospective patients/clients) to promote your practice
    According to MarketingSherpa, content marketing converts as much as 30% organic traffic into leads.  The right clients are drawn to your practice and will be repeat visitors.
  6. Engage and increase your social media fans
    Knowing your target market will help you decide which sites to concentrate on- to be seen on sites where your prospective patients will see you. (e.g. Tumblr is used by a 20-30 year old group).  Unlike paid advertising, information on social media sites will be passed around and viewed (without additional investment) for months or even years).  Getting quoted is golden!
    This will give thousands of dollars in free publicity.
    7. Serves to provide the information that everyone seeks
    Your site and brand must provide the 3 Es- Engagement, Entertainment and Education.  The 3 Es helps build a great content system with information that people are searching for.  Since people are searching you out before deciding on scheduling a consultation with you over your competition, having this system in place is crucial these days.

Content Marketer

The content marketer is the one that formulates a strategy that decides which content should be published and the best way for it to be seen.

Before having a content marketer on your permanent staff, consider a freelance one.  Freelance refers to a short- term employment usually confined to a specific project.  This way you can determine if this marketer is compatible with your practice.

Content Marketer Strategy

Regardless of whether the content marketer is here on a trial basis, permanent or freelance, have goals in mind that you would like your newest team member to accomplish.

Strategic goals include:

  1. Content Marketing Plan- the role content plays will be mapped out in how it will achieve the healthcare provider’s objectives.
  2. SEO- search engine optimization provides for a higher ranking in various search sites like Google, Bing, Yahoo, and Tumblr.  The higher your ranking, the greater the visibility your site will have.  Your website should be professionally evaluated and issues addressed.   Appropriate keywords should be identified and maximized on the site.
  3. Videos and Photos: play a key role in content strategy.  In addition to attracting more eyes and explaining techniques more efficiently, search engines and social sites rank images higher than the written word alone. Videos can be used in email campaigns and sales letters in addition to website and social applications.
  4. Social Media Plan- works well in establishing your practice as the “go-to” spot with all the solutions for the problems that patients are struggling with.  The thing is, not every site is equal or valuable to your type of practice. The content marketer will identify which social media sites make the most sense for you considering your target market (e.g. demographics as in age of patients, gender, academics, geographical location). Once these sites are identified, the content marketer will discuss the part that social media plays in accomplishing your objectives.

Finding the right one!

During the interview process, find out if the prospective content marketer is proficient in the following skills:

  • Blogging
  • Email Campaigns
  • Newsletters
  • Video marketing
  • Podcasts
  • Social media marketing
  • Copywriting
  • Search Engine Optimization (SEO)
  • Understands terminology in your specialty
  • Demonstrates ability to generate leads
  • Understands the demographics of your niche
  • Knowledge of analytical platforms (e.g. Google Analytics or Omniture) so that various strategies can be modified depending on the results obtained
  • Understands how to do the Split A/B Testing

Since the practice of medicine these days is all consuming, content marketing is best left to the professionals. Outsourcing this means less that you have to do and more time to concentrate on what you do best.

However, it is a good idea to understand what content marketing is all about.  For more information, read “Content Copy Made Easy” which you can find on

By Barbara Hales, M.D.

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