Producing high-quality healthcare content, tips, and wellness information is the best thing you can do for your health and wellness website this year. Keyword-rich, engaging content creates a direct channel of communication between your company and potential patients interested in your services. Equally important, however, is that popular content will help you rise to the top of the search engine results and generate more clicks to your site.
So, what kind of content should you be producing for your practice? Here are some tips for how to create content that will send potential patients to your page:
1. Focus on Patient Needs and Questions
Everyone on the internet is searching for answers to their problems. And, if you’re in the health and wellness field, who better to offer solutions than a professional? Think about some of the most common questions you get from your patients and use that as a guide for producing content. The goal is to anticipate the needs of your patients and provide helpful information that showcases your expertise. Potential patients will read your content and gain confidence that you understand their needs and can offer solutions. As they gain trust in your expertise, they will feel more comfortable reaching out for service. And, because you are writing patient-focused content, you can even offer solutions to their problems in the form of your products and services without sounding like an advertisement.
2. Discover What’s Trending with BuzzSumo
There are lots of great sites out there that show what kind of content is trending, but BuzzSumo is one of the best. Not only does it show you what content is trending, but also displays the amount of social engagement (shares, comments) that content receives. You can even drill down to find related trends and identify influential sharers to help promote your own content. This will help you discern what kind of content will increase traffic and engage users on your site (which in turn helps your site rank higher in searches). Being able to identify what kind of content is working will not only help you write your own posts, but you can develop a larger content strategy to corner your market and establish yourself in your area and industry.
3. Follow Popular Health Blogs in Your Field
One great way to find healthcare content ideas is to check out what the pros are doing. Find a popular blog in your field that produces engaging content people are Liking and Sharing. See what kind of topics the blog is writing about, and explore how they set up their blog – are they using list posts? Writing narratives? More often than not, the content strategy for popular, successful sites are based on research, backed by data, and proven to engage potential customers. Learn from your competitors, and use what’s working for them to grow your own practice.
4. Use UberSuggest
UberSuggest is perfect for practitioners who like having lots of options to choose from. The content idea generator takes the keyword you enter into the site and shows hundreds of phrases that include that keyword. They also have a cool word cloud feature that shows the most commonly searched words associated with your topic. This tool can potentially supply you with hundreds of ideas about what to write about and is a great place to start if you’re new to producing content. Of course, the downside is that UberSuggest doesn’t currently show the popularity of certain keywords or how often they’re shared on social media. Partner this program with BuzzSumo for a winning combination!
Developing great content shouldn’t feel like reinventing the wheel every time you write a post. There are lots of tools out there to help you conduct audience research, identify trending topics, and increase traffic and social engagement. Of course, if you need help developing extra content to engage customers, you can always hire a professional content creation service to produce it for you.