How Long Does Your Content Last?

Content creation is one of the most time-consuming tasks for healthcare marketers – and often one that is the easiest to push off to another day. In this day and age, the list of things to do is endless: videos with providers, tours of new facilities, Facebook contests, Instagram posts, Pinterest recipes, blog copy, etc. Common wisdom states that posts on Instagram and Facebook last a few hours until they are buried in the timeline; LinkedIn and Pinterest content may last a bit longer; and the life of a tweet lasts just moments. So, what’s the point of trying?

Keep it Fresh, Keep it Timeless

Healthcare is one of those things no one really wants to have to use. It certainly isn’t as flashy as fashion or as tempting as travel. Putting out images of your Emergency Department makeover isn’t going to get as many Likes as a kitchen remodel or as many Shares as a hot local news story. But this does not mean it is any less important. In fact, what’s happening in medical centers and clinics is probably some of the most relevant knowledge for community members. The key is finding ways to keep it fresh and entertaining – and easy-to-update.

• Design content with repurposing in mind. Include quotes, testimonials, stats, and shareable nuggets in your content. If providers or patients leave, you can replace these quickly.
• Share content on weekends when there is less competition. Planning and scheduling posts should be part of any weekly/monthly marketing strategy meeting. Putting content out over the weekend will help reach more people.
• Compile your most popular assets into a “Top 10” or “Best of” format. End of the year is a great time to put out infographics about accomplishments throughout the year, but you can do these much more frequently by department or service line.
• Build on content by creating a series of installments with additional in-depth or updated information. Offering a series of articles is a great way to build readership. Send them via email to subscribers before posting to the masses and you’ll develop loyalty. Consider taking it to audio and providing podcasts with people throughout the system talking about anything from “Which sunscreen to use on babies” to “What does healthcare reform mean to our community?” Nothing is off limits!

Use Content Longer and in More Channels

It’s impossible to write separate content for all channels, so the key is to create content to be shared. Once you’ve created evergreen content, there are no limits to how long or how much you can promote it. And finally, pull your HRAs into all content where applicable. Driving consumers back to your site for lead generation is one of the strongest ways to prove ROI and tracking the patient through their journey.