Learn about various content marketing challenges and solutions to developing a success content strategy for your business.

1. Top Challenges and Trends
IN HEALTHCARE MARKETINGVictoria Edwards

2. About Me
Working in Social Media/SEO/Content Marketing for 10 years
Digital Content Strategist for Florida Blue
Community Manager & Blog Content Strategist for GuideWell
Emergency Doctors

3. Where you can find me
Facebook – Facebook.com/VictoriaEdwards
Twitter - @TallChickVic
LinkedIn - LinkedIn.com/in/VictoriaLEdwards
Instagram - @TallChickVic
Email – Victoria@Victoria-Edwards.com
Website – Victoria-Edwards.com
@TallChickVic

4. When I am not working…
@TallChickVic

5. Overview
What is Content?
What is Content Marketing?
Why You Need Content Marketing?
Challenges in Healthcare Content Marketing
Trends in Healthcare Content Marketing
Resources

6. What is Content?
@TallChickVic

7. What is Content Marketing?
@TallChickVic
“ArtofCommunication”
Anytypeofmarketing,whetherit’sonlineor
offlinethatinvolvesdevelopingandpromoting
varioustypesofcontent,inordertoacquireand
retaincustomers

8. @TallChickVic
Why Do You Need
Content Marketing?
Tobeseenbyconsumersandsearchengines
Constantlycreatingrelevantandvaluable
contentwiththeintentionofbringinginmore
customersandrevenue.

9. @TallChickVic

10. @TallChickVic
Search Engine Optimization (SEO): Search engines
reward businesses that publish quality, consistent
content.
Social Media Marketing: Content marketing strategy
comes before your social media strategy & social
media assists in promotion of your message.
Content Marketing should be a part of your overall
process, not something that is totally separate from
other efforts.
Why Do You Need Content Marketing?

11. @TallChickVic
Public Relations (PR): Successful PR strategies
address issues readers care aboutaddress issues
readers care about
Pay Per Click (PPC): For PPC to work, you need great
content behind it.
Why Do You Need Content Marketing?

12. @TallChickVic
Part 1: Challenges in Healthcare
Content Marketing
1. The Blog Editorial Calendar
2. Review & Approval Process
3. Finding Content to Use
4. Updating Information Due To
Industry Changes

13. @TallChickVic
The Blog Editorial Calendar
Time consuming to develop
So many departments need content to
promote their efforts
Not just about the text (Personas,
Optimization, Authors, Topic)

14. @TallChickVic
Time Consuming to Develop
Starting Q1 build out your calendar
Can just be a guide you edit later
End of every month, look a following month
and tweak
Look at past seasonal topics to repurpose

15. @TallChickVic
So Many Departments Need
Content to Promote Their Efforts
Provide education and guidelines of what
goes into content development
Keep in mind of overarching goals and
objectives
Educate internally of benefits of content

16. @TallChickVic
Not Just About the Text
(Personas, Optimization, Authors, Topic)
Your content calendar should contain:
Topic
Seasonal Event If Applicable (Breast
Cancer Awareness Month, American
Heart Month and so on)
Personas
Keywords
Author Name
Content Type

17. @TallChickVic
Content Calendar

18. @TallChickVic
Review & Approval Process
When developing content around
Healthcare reform, health insurance, or
clinical content, you need to develop
process and procedures for content
review.

19. @TallChickVic
Review & Approval Process
Should have at least 2-3 people looking at
content
If there is a guest author, business should
have a release form so content is owned by
company
If content is medical in nature, medical expert
should sign off on content

20. @TallChickVic
Review Process Steps
Content Gets Developed > Review Form is
Filled Out > Goes to Review Team > Goes
to Subject Matter Expert (SME) for sign off

21. @TallChickVic
How to Make Review Process Easier
Ghost writing method (discuss further in
a part 2)
Content calendar communicated to
stakeholders & public & approved ahead
of time
Develop content foundation to
supplement when review team is busy

22. @TallChickVic
Finding Content to Use
Fresh content development can be
difficult to develop due to process
Finding pre-approved content can save
you time and effort

23. @TallChickVic
Why is Pre Approved Content Beneficial?
It’s created by the experts.
It’s already reviewed.
It can save time versus creating new content
that promotes the exact same message.
It can help extend the lifespan of the content.
It is cost effective and can aid with ROI as it’s
already produced.

24. @TallChickVic

25. @TallChickVic
Updating Information Due
To Industry Changes
Another big challenge of healthcare content
marketing is making sure existing content is up to
date.
Often, content needs to be pulled down due to
industry changes, especially when it comes to health
care reform or medical studies

26. @TallChickVic
Updating Information Due
To Industry Changes
Pull down content but don't delete post
Once changes are updated, go to original post
and update the content
Republish content with new date
As page is older has more digital authority vs a
new page.