Here’s what quality content can do for your bottom line...
Good content is rare. When we do come across it we may share it, bookmark it or even subscribe to the article. In 2021, it is estimated that there are over 600 million blogs on the internet. That’s a boatload of content that is valuable. Google is the ‘CPU’ of blog content.
- Deliver the most relevant and reliable information available
- Maximize access to information
- Present information in the most useful way
- Protect privacy
- Sell ads, nothing more
- Help creators succeed online
It boils down to user experience. Users now have an alternative way, to find information— it’s at their fingertips. Health content is something that can shape perspectives, on a topic that is one of the most important topics that exist.
One example of a site that took advantage of this model is Examine, a site that reviews medical supplements. The information is reviewed by PhDs that write in their respective fields.
It’s reputable and trustworthy. Reputable health information is crucial because we apply what we read to our own lives. Content has decentralized medicine, making it easier for consumers to take responsibility for their own health and lifestyles.
The role of content
Content has an important role in our lives, but we have to understand that content has a purpose. Its purpose is to inform, persuade, educate or humor the reader.
Readers need to figure out what applies to them. Typically posts are written and structured in a way that will be looked nicely upon by a search engine.
Content is constructed with the many goals. The author may want to engage the reader, rank for keywords or build an email list. All in all, these are ideal ways to begin building relationships with the reader.
Look at written content like a the modern day storefront. It allows consumers to peek inside. It represents what your company is about, it’s worldview or mission, and this lends content creators great power. Anyone can publish content and this is fascinating.
A few content types
A post can be converted to a stream of tweets, a TikTok video, ebook, whitepaper, Facebook Ad or webinar. Re-using content is a good way to make information even more accessible, reaching the right audience at the right time.
What content can do for the business, organization or practice is far greater than a physical storefront. Content is something that remains online and it grows like a plant in a nursery as time passes. It’s like planting seeds that will sprout. Seeds become leaves, trees and one day, you may realize that you have an entire forest.
It becomes an asset with an ROI, with measurable and predictable outcomes. It becomes part of your customer acquisition funnel that creates lasting impressions on your audience.
Great health content, allows us to attract people that resonate with what we are writing. It can transform a life, change your business or practice and it has an ROI that is changing the mechanism of healthcare delivery.
Pro-Insight: Good content writers, have a well-rounded knowledge of sales, marketing, growth, customer acquisition, product development and high-level strategy.
The push to online content
Years ago, libraries were a place to go and look up anything. Magazines, journals and books were physical objects that people could check out. Libraries became a way to distribute information freely to the American public. Nowadays, we have access to something beyond the physical world. It’s an entire digital universe that is really just getting started, in terms of its capacity.
Content can act to pull us onto a path.
Physicians spend many years learning the basic sciences before moving on to clinics. Physicians still have huge gaps in their knowledge when it comes to nutrition, diet and exercise.
There is nothing wrong with appealing to the frameworks, that we have available.
How to spot quality content
Content can be repurposed into different formats. Quality content is content written with a goal in mind. It is written with sincerity and integrity. The writer is fully aware that they have a responsibility to the reader.
More advanced level content connects to the reader like a bridge. And this comes from talent and experience.
Subject matter experts
In some cases, it may require that the writer performs an interview of subject matter expert or customer. It will provide a new insight or a new way of thinking to the reader.
Quality content does more than simply repeat what is obvious to the reader. It guides the reader to new insights.
Usually, there is a big idea or shift in thinking that leaves the reader with an emotional response.
Below are few examples of advanced level writing: assets that can become "profit centers". These are different styles of writing that are meant achieve a result.
Blog content becomes an asset, when their article achieves it’s objective. The writer is ‘dialed-in’ to the needs of the audience, and the writing is on a level that is relatable to the audience.
Articles should be written with while considering the intention of the search query. A patient may be searching for information on a procedure. A physician may searching for information that will provide insights to the most current standards of care, or a hospital may looking for ways to reduce costs, increase patient compliance or increase revenue.
Good content writing can be different from the writing we are used to reading in a book. More casual, personable, in some cases more relevant and it can easily become a part of our daily lives.
A few ways to spot good online content is to pay attention to the structure of the article.
Data, tables, reference articles, and deep insights leave the reader with something they can take with them.
Quality content speaks to an audience and it may lead the audience down a rabbit hole. The reader becomes curious to learn more. The reader begins to understand your viewpoint—content can be warm up the reader and it can also move the reader to a conversion.
In terms of scaling your efforts, there are 3 parts and you can add retargeting. Retargeting gives you another opportunity for conversion.
Here is an example of how it fits into the bigger picture:
The Ad filter, 'Covid unit nurse reveals the facts about the virus and the inside information that was being concealed for the last 2 years.'
Content which is your warm up and 'getting acquainted piece'
Webinar or VSL is the conversion piece
Retargeting or the re-marketing piece using Facebook Ads
In some cases, these are interchangeable. For instance, a white-paper could act to warm up the customers or it could be the conversion point.
What types of articles allow you to put your best foot forward? There are many and they may include:
- List posts
- Comparison posts
- Case studies
It all depends on the objective.
Are we trying to rank for terms?
Build an audience?
Bottom of the funnel content focuses on selling a product. You may talk about the products benefits. Here you are selling the product, with written salesmanship.
Whereas, top of the funnel articles focus more on awareness.
Like an umbrella, they take a more general approach in leading the reader down the path of awareness. Knowing what to post comes with experience and by understanding areas of strategy like SEO.
Tools like Ahrefs or SEMRush highlight all sorts of opportunities.
Yet, it doesn’t take a tool to determine where the holes are in what’s out there. By taking a step back and putting yourself in the shoes of the reader you can provide tremendous value to someone searching for information.
Writing for the health industry
What’s different about health, pharmaceutical and healthcare industries? When I started, my second company was a tele-cardiology company. I wanted to create a site that showed my vision of the field and where it was headed. I began creating different types of posts that demonstrated how organizations were implementing a tele-cardiology service.
We focused on interpretations of studies and telemedicine at the time.
On the blog, I wrote about physician-patient communication, patient compliance, tele-cardiology workflows, increasing capacity, lowering costs, IT systems, interoperability and so on.
By creating this type of content I was able to establish the business as a leader in the space. I frequently tell clients to be careful of what you ask for. You will attract what you are putting out into the digital world.
Content can shape the direction of your organization, but it can also allow you to build the war-chest that you are seeking.
Digital assets and their value
A simple article can become a profit center. It stays within the business. It can be updated, refreshed, repurposed and it will increase in value for years to come.
Digital assets take the form of videos, presentations, a series of posts and more. They allow the creator to reach and engage with their audience.
The ROI of Content
I learned this from Grow and Convert. Devesh and Benji use content in a way that allows us to quantify the results of content marketing.
We can measure results with Google Analytics. Calls to Action or CTAs can be placed in an article to help us to achieve an outcome.
Content ROI can be measured to determine the following:
- When a client will see an ROI on their content
- To show how to think about and quantify content. Content can be delivered in a package and it should
Here’s an example of an offer:
For X USD, you will receive 3 articles, link building, business development email outreach, facebook traffic, SEO optimization and high level strategy and vision on the direction of the business.
- When a client’s conversion rate needs to be taken into account.
- For channel analysis and to model if content would be a good fit
- Achieving outcomes and targets
- Achieving CAC targets, where companies know how much it costs to acquire a customer
Customer = Cost / CAC
How many customers do we need to get to our CAC? A company may have the objective of acquiring each customer for $50.
Or they may need to know how many leads they need per month to recoup their spend in 1 year.
A brief illustration:
I like to have an idea of what I am looking for and to watch for trends and other indicators to see if we are helping our clients achieve their goals.
Regarding content the goal is leads and sales.
Is domain authority increasing?
Are we targeting keywords and establishing a digital presence?
These are some of the insights that I focus on.
Although a high domain authority does not mean you will achieve a ranking on the first page of Google. There are many factors to consider and this ties into a higher level strategy.
There is a major shift taking place. It’s in this digital landscape that I mentioned. Content is one way that we can not only shape how we are perceived as a business, clinician, hospital, dentist, medical device company or chiropractor—it can also allow us to attract people that resonate with our message. It can lead to trusted long-term partnerships, deals, new products, work and you may even impact someone’s life.