How to Repurpose Healthcare Web Content

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You're producing all this content—for patients, staff, leaders and your healthcare organization's surrounding community. Here's how to give that content longer legs and more traction without starting from scratch.

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How to Repurpose Healthcare Web Content

  1. 1. Repurposing web content
  2. 2. Content that’s not repurposed is content that never grows to its full potential
  3. 3. Thinking series with different angles Targeting different audiences Using a different format What is “repurposing” : R E P U R P O S I N G W E B C O N T E N T Tweaking Copying and pasting it somewhere else One-size-fits-all formatting It’s having a compelling topic, gathering the right information up front and then... NOT
  4. 4. A great example of repurposing content: Hollywood : R E P U R P O S I N G W E B C O N T E N T
  5. 5. Starts with a book Which becomes a movie With trailers Then a soundtrack Next, the DVD With: Director’s cuts Behind the scenes Interviews with actors Then, it’s a video game And part 2 of the movie Before you know it... : R E P U R P O S I N G W E B C O N T E N T
  6. 6. You have Fast and the Furious... Part 6! : R E P U R P O S I N G W E B C O N T E N T And yes, there will be a part 7 If they can do it in Hollywood, we can in healthcare...
  7. 7. Web content is an asset It takes your time and creativity Search engines love lots of content It promotes your staff It drives patient volume It encourages engagement : R E P U R P O S I N G W E B C O N T E N T
  8. 8. To repurpose new content: Think strategically Why are we creating this content? Who is the primary target audience? Who are secondary target audiences? What is the goal? Then other angles, formats and vehicles : R E P U R P O S I N G W E B C O N T E N T
  9. 9. For current content, ask: Is it worth it? Has similar content gotten high traffic? Has it gotten particularly low traffic? Does it still support our goals? Could the content have more than one audience? : R E P U R P O S I N G W E B C O N T E N T Especially patients
  10. 10. 5 Steps to repurposing content
  11. 11. : R E P U R P O S I N G W E B C O N T E N T Then repurpose for: •Referring physicians •Internal staff •Local news outlets •Whoever else Step 1: Start with the patient angle
  12. 12. •More elements in a feature article: quotes, stats, narrative explanations •Easier to get everything through review process •Easier to carve into other content types Step 2: Start with the feature article : R E P U R P O S I N G W E B C O N T E N T
  13. 13. Step 3: Pick other formats •Infographic •Social media updates •Slideshows •Q&A feature : R E P U R P O S I N G W E B C O N T E N T
  14. 14. Step 4: Identify other vehicles Digital signage Main website Printed pieces : R E P U R P O S I N G W E B C O N T E N T Social media External website Industry publication
  15. 15. Step 5: Always drive people back to the website : R E P U R P O S I N G W E B C O N T E N T
  16. 16. 3 Heads Ups
  17. 17. Heads up 1: No duplicate content : R E P U R P O S I N G W E B C O N T E N T Google doesn’t like it. People can spot it.
  18. 18. • Get patient consent to repurpose content • Any vendor agreements should say you can do what you want with the work • Physicians and medical staff should know it could end up anywhere Heads up 2: Give the disclaimer : R E P U R P O S I N G W E B C O N T E N T
  19. 19. After you’ve squeezed everything you can out of your content, keep it up only as long as it’s relevant and driving traffic. Otherwise, hit delete. : R E P U R P O S I N G W E B C O N T E N T Heads up 3: What goes up must come down

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