Most healthcare tech companies have heard of the benefits of content marketing. But what does it really entail? Is a healthcare marketing blog all you need to promote your brand?
While a blog is essential, innovative healthcare marketing strategies must go beyond ungated content to orchestrate various customer touchpoints and deliver an engaging brand experience throughout the buyer journey.
Let's look at how high-quality content can help you overcome common B2B healthcare marketing challenges, how to go beyond the blog to drive audience engagement, and how a healthcare content marketing agency can help address multiple aspects of your content marketing needs to maximize results.
Healthcare SaaS companies face unique challenges, including long sales cycles, large buying teams, and complex barriers to product standardization. As a result, brands must engage with prospects at multiple touchpoints and provide tailored information to build trust with them and their teams — all while helping them learn about the product.
That’s why an informative and audience-centric content marketing strategy is uniquely effective for healthcare tech innovators. The right approach will help you cultivate brand awareness, establish credibility, and nurture customer relationships. Additionally, you can build traction on social media, improve search engine optimization (SEO), drive website traffic, and generate high-quality leads to increase conversion rates.
However, just posting something on your blog once in a while simply won't work. Not only will buyers notice significant gaps in your resource section updates — potentially eroding trust — but only generating content in one format narrows the amount of buyer entry points your company presents to your target audiences.
With most companies facing restricted internal resources, a lack of content expertise, and limited bandwidth for content production, more and more organizations are partnering with healthcare content marketing agencies to help them maximize their investment.
"I already hired a marketing agency," you may say. But most generalist marketing agencies don't have the specialized knowledge and skillsets to help you navigate the healthcare tech industry’s complex content marketing landscape.
On the other hand, an effective healthcare content marketing agency understands the unique challenges healthcare tech companies face. It can design a strategy to address extensive buying cycle and complex buying committee dynamics so common to healthcare enterprise sales. Agency experts also typically create, optimize, and distribute your short- and long-form content — simultaneously tracking analytics to align marketing activities with your brand, audiences, and objectives.
Ultimately, a qualified healthcare content marketing agency can help you go beyond the blog to support innovative healthcare marketing ideas with high-quality content and help distinguish your brand's reputation.
Posting optimized articles is just one aspect of content marketing. And a healthcare content marketing agency can help you leverage other effective content formats to support your objectives. These include:
Customer success stories and social proof show how users achieve results with your solution.
More in-depth, heavily researched content positions your brand as a trusted resource and builds credibility.
Visual assets simplify concepts, explain processes, and communicate statistics while encouraging social sharing.
Results and insights from original research or surveys establish your brand as a thought leader.
An engaging content format preferred by many B2B buyers because it delivers a lot of information within a short time and has proven to be highly shareable on social media.
A popular lead generation strategy helps you collect attendees’ contact details and nurture audience relationships.
Blog posts, white papers, healthcare marketing case studies, and videos. These are just some of what goes into an effective content strategy. A healthcare content marketing agency also works behind the scenes to optimize your content's performance.
Effective healthcare content marketing agencies support your content creation efforts with a robust SEO strategy to target the best keywords, ensure your website appears at the top of relevant search engine results pages (SERPs), build backlinks to drive Google rankings, and generate high-quality traffic to your website.
For example, Spot On helped Cureatr implement a content marketing strategy supported by SEO best practices. As a result, the company experienced a 1,312% growth in ranked keywords, a 7,838% annual increase in blog traffic, and a 635% rise in organic traffic within three years.
Healthcare content marketing agencies also help you track and measure the effectiveness of your campaigns and use subsequent insights to refine your strategy. For example, these specialty marketing firms learn more about your audience and tailor your content to match their interests and preferences.
Data insights show you which channels attract the most converting traffic to focus your marketing budget. The best agencies will also monitor changes in search engine algorithms and how they affect your SERP rankings to respond promptly and maintain your online visibility.
The world of content marketing is dynamic and constantly evolving. Working with a healthcare content marketing agency that aligns with your goals and values is critical to ongoing success. Here's how to find the right partner:
Healthcare content marketing is complex, but you don't have to do it alone.
Spot On helps healthcare SaaS companies audit, develop, and execute comprehensive content marketing strategies. We'll work with you to design a plan that resonates with your target audience and nurtures leads to convert from opportunities to real-world revenue. Book a meeting with us to see how we can help you maximize the power of content marketing.
