Content Marketing Trends for the Healthcare Industry In 2020

1. Content Marketing Trends for the Healthcare Industry In 2020 Content marketing plays a vital part in digital marketing for healthcare. It helps present information on health topics & enhance your brand’s reputation. SEO and content marketing are two important aspects of digital marketing in healthcare. Content marketing helps consumers engage with the content and attract potential customers to the business. For effective content marketing, you need to create content based on the needs of your customers and SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. The task of content marketing is to provide accurate information that will also bring people to doctors when it is necessary. If you own a healthcare business and need to have a presence online, you have to optimize your medical website so that search engines can find you. For online visibility, content marketing is essential, and content is the vehicle that drives consumer interactions, engagements, experiences and conversions. If done well, it can be a marketing tool that helps you with your healthcare branding, boosting client retention and improving your medical brand’s reputation. So, here are some content marketing trends for 2020. •Data-driven creativity: The world of business has become highly data driven. Be it use of data to execute an idea or to create personalized content, adding creativity can take it to new

2. heights. Today, data along with technology and great storytelling sense is a powerful engine that can uplift healthcare brands to new territories with relevance, personalization, and creativity. •Omni channels content plan: Patients are active on all channels, platforms and devices. So, content should be present in all these channels. An omni channel content strategy is important i.e. understanding what platforms and channels potential patients prefer, what kind of information they need, which stage of their journey they are in, and build content to leverage valuable insights. •Personalized content: Today, content marketing is much more than consuming individual pieces of content at random points of the buying journey. With technologies like identity resolution and CDP, a unified customer view across devices and platforms is possible. You can customize content to meet potential consumers’ needs. With smart recommendation engines and AI you can move prospects purposefully towards making an informed decision; display tailored content streams to returning website visitors based on identity tags; and nurture prospects with response-based next best content over email. Each individual has different tastes and respond differently when consuming content. •Micro moment content marketing: As per Google, capturing the micro moment is essential to improve patient engagement. The purpose of content is not just to attract more patients to the practice but to provide valuable information to potential patients when they need it the most. In micro moments like “I want to know”, “I want to do” etc., the content should be useful and accountable. The idea behind content marketing is to understand the individual interaction and transaction too. •Collaborations and partnership: Collaborating is a new trend that is useful if two brands are targeting the same audience. For example, a medical practice can team up with diagnostic centers. Collaboration is an innovative trend that offers potential healthcare consumers additional value. •Value metrics: Being measurable and having a strategic contribution to business goals are important for progressive content marketers. The content measurement is shifting from volume metrics like traffic and visits to value metrics like sharing and engagement, and number of content pieces for buying journey. •Good content: There is a huge potential for early starters to understand buyer behaviour or interaction with IoT and other smart platforms and experiment with content approaches that

3. make the most of the opportunity. With advanced technologies like IoT and Smart devices, the world is shifting to having curated content that can be read to them by messenger bots or smart speakers. It is important to assign someone to track these changes and make good use of it to gain early wins. •Content marketing with Chat bots and AI: Technological advancements have led to the development of AI-powered chatbots that enable 24*7 access, meaningful conversations and purposeful responses. The concept of call to action is replaced by conversational content marketing approaches. So, here market leaders should focus on building competency in writing content to train these AI-driven technologies and complement AI-powered content creation tools. •Changing Google’s algorithm: Today we have voice, visual and vertical search in search engines and it is important for content creators to understand these search options. Holistic search skills will be essential to the smart content marketing team in order to optimize search outcomes in 2020 and in the future years. Platform search is also gaining popularity and there are a number of emerging search platforms also like Amazon, and social media sites like Instagram. •Community content: Peer groups and other likeminded communities on platforms like Facebook, Quora, LinkedIn etc are making subject-specific communities to get unbiased reviews, feedback and suggestions on the products. Progressive marketers realize the importance of community-based content marketing opportunities. Local content or content in regional languages is also growing. So content marketers should focus on understanding these communities. The above-mentioned trends help to improve content marketing as well as healthcare SEO. Content marketing is an essential part of any healthcare digital marketing strategy in the healthcare industry. It helps to present information on specific health topics and enhance your organization’s reputation. With the content marketing solutions provided by a reliable and experienced medical SEO Company, your medical website can attract users who are looking for good quality medical care, products or services. (800) 941-5527