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Blog Posts Content Strategy for Digital Health Companies

Ready to start your blog? Awesome! Have you layout your blog posts content strategy? What will you write about?

If that last question tripped you up, don’t feel bad; it trips up everybody. There’s a method behind the madness of blog posts. Your blog posts content strategy should be centered on meeting your consumer’s needs and resolving their issues.
The following tips will equip you with the know-how needed for building a winning blog posts content strategy.

blog content marketing

1. Get Acquainted with Your Customers

Who are you writing for? This is the determining factor in whether or not content is relevant or irrelevant.

Outlining the buyer’s journey for each of your buyer personas is the first step in developing a content strategy. Buyer personas demonstrate what the customer likes, why they like it, and if they’ll continue to like it.

Questions derived from the different stages (awareness, consideration, decision) can be expanded on and formed into blog articles, eBooks, and an assortment of other material.

Looking to get rolling on sketching buyer personas and buyer journeys? Download our free Inbound Marketing WorkSheet!


blog content marketing

2. Simple Works Best

Healthcare technology is second nature for you. You can talk about meaningful use and wearables without batting an eye. Conversely, these terms will leave others drawing a huge blank.

In general, whenever you write an article, you should imagine that the reader has only has a rudimentary understanding of the subject matter, if any at all. When readers have trouble wrapping their head around something, they won’t wait for an explanation; they’ll go to another source that has what they need in the package that they want. It’s best to air on the side of caution.

Even so, throwing in some interviews with experts here and there isn’t a bad idea. This is sure to please consumers who are interested in the intricate details of the science.


blog content marketing

3. Get Your Readers to Take Action

Not sure if your readers are getting it? Why not test their understanding with some fun, quiz-like activities? The key word here is “quiz-like.” Think of these as trivia night, except more educational.

As your readers are busy enjoying themselves, take notes on which questions are tripping them up. You can then adjust your blog posts content strategy accordingly, and possibly spot some new ideas for upcoming features.

Don’t hesitate to ask your readers to comment. They’ll need a pointed, discussion-based question to get them rolling, though. Avoid anything that comes across as an obvious survey.


blog content marketing

4. Be Visual

According to research, people remember remember 10% of what they hear, 20% of what they read, and a whopping 80% of what they see. Moral of the story: Use plenty of pictures.

Outside of a thought-provoking headline, nothing sells an article more than a striking image. Be sure to use high quality pictures that will hold up on any device. If you choose to use an image that you don’t own, check to see if it’s royalty free, or ask for permission.


blog content marketing

5. Plan Your Content

How can anyone have a blog content strategy without an actual plan? Quite a lot of folks, actually. You might have great ideas, but if you don’t see how they all piece together, you’ll fail to get the most out of that awesome content.

Using a content calendar will help you see the big picture. In just a glance, you can decipher if you need more variety and if the flow is moving in a consistent direction. It’s also easy to spot if your material is up-to-the-minute or outdated. The last thing you want is to present your readers with misinformation from a source that used to be relevant.

Last but not least, a calendar keeps you on schedule. It’s hard to make an excuse for not updating your blog when its post date is set in stone (digitally speaking).


Key Takeaway

With a well-developed content strategy that’s focused on your customers’ questions and needs, you’ll have the framework to start crafting quality material with confidence.
To learn about what’s needed to develop an effective Content and Inbound Strategy, grab our free eBook here!

If you have any questions about how to get started with an Inbound Strategy for your company, don’t be shy, reserve a time to speak with us here. We’re happy to help!

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