Before developing any content for your healthcare company, what is the one need-to-know piece of information you should have? Is it how many pieces of content to create? What your content delivery venue will be?
No. The number one rule of healthcare content marketing is know your audience.
The most promising way to ensure your content is effective and appreciated by your website visitors is to thoroughly understand what those visitors are looking for. Knowing your audience is the first step to any successful and influential content strategy.
It’s Not About You, It’s About Them
As a healthcare marketer, it should always be top of mind that you are not an advocate for your healthcare company; you are an advocate for your audience. If you’re not creating strong, understandable content that your audience wants and enjoys, you might as well not create content at all.
One way to truly understand your audience prior to creating any healthcare content is through the use of personas. Personas allow you to develop a blueprint for who your audience is by outlining the following characteristics:
- Education level
- Daily activities
Crafting personas that fit into your target demographic will allow you to step into the shoes of your website visitors and be better suited to create healthcare content they will be drawn to, engage with and act on; ultimately leading to more conversions and brand loyalty.
How does your healthcare organization use personas to shape and enhance your content strategy? Share with us below.