18 May

Develop Content Marketing That Works

Content Marketing is the way to succeed with modern marketing.

Not only is it the most effective way to educate your audience about your products, it does it in such a way that it does not feel sales-y and does not force individuals to purchase your products.

It simply leads them toward a natural conclusion about your products and services, but you respect the fact that they are free-thinking, intelligent individuals capable of making their own decisions about certain brands and purchase opportunities.

Content marketing is also one of the most effective ways to improve your SEO ranking and helps search engines to show your content to your audience. When you create relevant content in the form of educational, informative blogs, as well as engaging content on all pages of your site, you are literally allowing Google, Bing, Yahoo, etc to index your site and be able to put it in front of the eyes of your target audience.

Content marketing also produces the content that your marketing team needs to be able to create processes online that generates leads and attracts new patients. It also builds brand awareness, especially by social media sharing and this of course adds to your credibility.

Who Are You Creating Content For?

You would speak very differently to a 20 year old woman versus a 50 year old man. They have different problems, situations, life experience and quite literally speak a different language.

It is not effective to just create blanket content information, you must create content that speaks intimately to your target audience.

Discuss various conditions and tips to heal as quickly as possible. With each condition, think about the demographic most likely to be affected by the malady and speak in a language that connects to them.

You are only ever writing to one person at a time – that is, only one person is reading your words in their mind – so use connecting words and speak directly to him/her.

Research and Create Specific Audience Personas

Think about your patients and potentially use some of them to design an outline of various demographic audience personas.

Get specific – the more specific, the better. This will truly help you to understand your target audience and what they want to hear from you.

You can have many target audiences, but each potentially need to be spoken to very differently, so use your words to tell the story that your audience member (singular) needs to hear. There are going to be many members of the audience reading it and connecting to you, but again, just one is reading it at a time.

Use the following list as an outline to really think about the specifics of your target audience so you can craft content marketing that connects to your audience.

  • age
  • gender
  • family role – mother/father/grandmother/grandfather/sister/brother
  • occupation
  • likes
  • dislikes
  • what time gets up in morning
  • favourite brand of coffee
  • favourite movie
  • hobby that he/she loves to do but doesn’t have time
  • biggest causes of stress
  • symptoms that he/she is struggling with
  • what is his/her Big Why? – why do they want to get healthy, stay healthy
  • What is his/her name? (make one up! see him/her as a real person so you can speak directly to him/her and really make a positive impact on their health)

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