Hitting the Bullseye Your Online Content Strategy

Have you ever purchased clothing where the sizing is a standard “one size fits all?” I have always wondered how that could be. People come in all shapes and sizes… so how can an article of clothing accommodate everyone and claim it “fits all”? It leads me to assume that the designer is more interested in increasing sales without having to actuallytake the time and effort to understand each individual’s needs and manufacture multiple sizes. The same holds true for how one develops an online content strategy. Gone are the days where generic content “fits all” audiences.

Marketers are beginning to see the value in delivering highly personalized experiences to their audiences. As we consider how marketing budgets will be utilized in 2014, a bigger investment will be earmarked to digital marketing content, with an estimated $135 billion1 to be spent. In fact, 78% of Chief Marketing Officers think that custom content is the future of marketing.

For content to be successful, it HAS to appeal to, educate and influence the audience it is speaking to. Messaging should be personalized to a specific person (a prospective patient), with a specific need, at a specific point in his or her decision making journey. Put another way, you must have targeted content that reflects a deep understanding of who your audience is and where they are on their health care path. By providing personalized, relevant and unique content in line with your user’s likes and dislikes, interests and demographic profiles, you attract attention to your online or mobile sites, helping to boost traffic and, most importantly, drive short-term and long-term revenue.

To develop targeted content, marketing should provide the appropriate and dynamic messaging to shepherd an audience through every step of their journey. For example, depending on where your audience is in their decision making process, they could need content that:

  • Raises their awareness by helping them identify with your organization and recognize that you understand a particular set of problems they face.
  • Promotes discovery by drawing their attention to your organization and the services you provide to help with their health questions, conditions and issues.
  • Fosters comparisons by allowing your organization to showcase its knowledge, expertise, and high-quality providers and services, thus differentiating you from your competitors.
  • Encourages a conversion by providing the right information at the right time to ensure the individual has everything he or she needs to confidently select your services.

How are you planning now for your 2014 online content strategy?

To learn more about engaging your market in relevant, personalized communication, contact MEDSEEK about predictive analytics and precision marketing at marketing@medseek.com or visit www.medseek.com. _________________________________________________________________________________________________________________________________________________ 1. ww.webdamsolutions.com/2014-marketing-statistics-infographic/?mkt_tok=3RkMMJWWfF9wsRons67MZKXonjHpfsX56%2BwoWK63lMI%2F0ER3fOvrPUfGjI4AScJiI%2BSLDwEYGJlv6SgFSrTBMaFxybgOXRU%3D