As a health content strategist and healthcare content creator, I see many health business owners using a ‘do it yourself’ model for content marketing.
I can totally understand why. It costs less to use internal staff to do things and you’re concerned that all this ‘content’ and ‘inbound’ marketing stuff is all going to be a waste of time, and money – if you were to invest it.
But here’s the thing, more than 70% of consumers want to get to know companies before they buy.
By providing consistent free content you’re building relationships, allowing people to get to know your business and gaining trust that eventually leads to the sale (or generates more sales). In fact, businesses that have more than 200 blog posts gain 5-10 times the amount of leads.
If you think you’ve been giving it a good shot, or you’re wondering why your health business is failing with your content marketing strategy, here are 5 reasons that will help reveal some answers.
1. You don’t have the experience to write engaging content
As a health practitioner, physician, doctor, or specialist (or any other health business owner), you know your stuff. You’re a professional.
Sure, that’s completely understandable. However, you’re not a writer!
And, more than that, you’re not a web writer.
While your content is good, it lacks the connection, it lacks the engagement, and it lacks the experience that is required for writing engaging content online.
Writing online content is not like writing an essay, paper, or report – something you might be used to in your profession. It does take a little secret sauce – one small piece of advice being, “Stop writing, start talking.”
Consumers don’t want to read a boring essay, so either learn to write better or hire a professional freelance health writer/ ghostwriter (someone who writes as you) that can help you bring your expertise to life without having to agonize about it.
2. You lack the time and fizzle out
You’ve got the ideas and have tried to write the content yourself or by using internal staff. Everything goes great for a few weeks and then it fizzles out to nothing.
You’re not alone. An average 65% of businesses say that producing consistent quality content is one of their top business challenges.
When it comes to health content marketing, this is not good practice and is one of the key reasons your strategy is a dismal failure.
Effective content marketing is all about consistency!
More than 70% of business owners lack the long term content consistency required to make any substantial gains. But you absolutely need long term consistency in order to see the results.
3. You can’t write engaging healthcare headlines
It’s crazy to think that 14 out of 50 business websites don’t contain a headline (at all!), which is seriously bad practice.
Guess what makes them read on? The engaging headline!
Most health businesses leave the headline as an afterthought. But as you can see it probably requires the most amount of your attention, not the least.
The solution: Learn to writer better headlines, or hire someone to brainstorm your headlines for you.
4. You forget the punchline and call to action that gets the click
The whole point of any content marketing effort–your website, your blog, your lead magnets, your emails, all of your health content marketing materials–is that you want people to do something.
In the world of web marketing it’s called a call to action, or CTA.
The call to action is what gets the click!
Still, it’s surprising how much content has absolutely no CTA. So if you’re wondering why your content is failing, it could be because you’re not telling your audience what you want them to DO!
Weave them through your content and down to the punchline.
Then, tell them what you want them to do.
It can be as simple as saying – “Click here”, “Try it now”, or “Subscribe for updates.”
5. You don’t take a holistic approach to content marketing
Your blog should feed into your email list building and email marketing funnels.
Your social media channels should feed back to your blog.
Your email marketing should feed people back to your site/ blog and back to your products and services.
It’s called a content marketing plan and strategy!
Yet, surprisingly, 64% of business owners have no structured or strategic content marketing plan.
Your health business should know how each piece of the puzzle feeds into the other and then you can design your plan accordingly. This means you have a holistic approach to your health content marketing that makes the content flow a natural, effective and efficient process.
These are some of the challenges that my clients have told me they struggle with and I know they are common problems. If you put these tips into action, you’ll soon turn your content marketing around from dismal to a highly effective strategy that brings results.
Which one of these do you struggle with the most?