Content Marketing

Bring out the good china in content marketing

After dissolving a merger years ago, Northwest Radiology Network needed to rebrand.

Revenue increased 133 percent after a multimedia content marketing campaign targeted employees, patients and referring physicians.

You tell your story online. But do you hesitate about sharing your most valuable advice for free?

If you don’t share your best tips online, they can always find these elsewhere.

A Pew Internet & American Life Project study says 80 percent of Americans have searched for a health-related topic online.

Understand how you can help your audience and you can develop a relationship.

We give business to those we know, like and trust.

Share your best tips then they’ll come back. Again and again.

You want to be top-of-mind when they need you, right?

Share your best advice on a consistent basis. They’ll tell their friends.

Today, we’re more influenced by “friends” and “people like you” than experts, online friends or any other group.

Those of us on social media on average tell 42 others. Others offline tell 9 friends.

Better patient outcomes lead to better relationships.

Good content helps patients manage conditions at home. Better patient outcomes lead to more lucrative managed care contracts.

Before they buy, they Google.

You want patients to find you. Google’s search algorithm Panda gives you a higher search engine ranking when you create original, useful and/or entertaining content.

If Google can’t find your story, no one else will either.

Take the time to woo search engine spiders. Then “Jane Doe” will be able to find you too.

What’s your biggest PR challenge? Contact me if you’d like to talk about content strategy, writing, blogging, social media or other communication.

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