Why Having a HealthTech Blog is More Important Than You Think

Travis Morgan 695 Views 3 min read Share

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These days, everyone’s a bit of an expert thanks to the technology. We have unlimited access to all forms of information whenever and wherever we need it. As a result, consumers don’t have to rely on advertisements or sales pitches to find the answers. In a 2011 study conducted by The Content Council, 70% of users declared that they no longer consider advertisements as a preferred means of gathering info. Can you guess what their new favorite is? Content! They can’t get enough of it. Content marketing is a crucial element in any productive b2b HealthTech relationship. It’s easy to overlook its power, but doing so would be a disservice to you and your company. We have 3 reasons that will show why starting a HealthTech blog is more valuable than you think. Let’s dive in!

Content Connects Customers to Your Brand

Product marketing can build a positive association with your brand, but it’s not the only way. In fact, every interaction a customer has with your education company has the potential to leave a lasting and joyful impression. After you’ve piqued a prospect’s interest, you don’t want to let them slip away. A great way to keep the momentum flowing is quality content. When visitors are delighted with what they’re reading, they’ll naturally want to explore more of your offerings. The great thing about quality content is that its results just keep on giving. A skillfully constructed post can continue to attract traffic months, or even years after it has been published. If the information is accurate and relevant, it never falls out of fashion. We can’t say the same for that thing that everyone is wearing now, though.

Your Peers are Using Content. There’s a Reason Why.

If everyone’s jumping off a cliff, it’s probably not a good idea to follow their lead…unless there’s a cushioned landing and guaranteed success. Fortunately, content marketing isn’t a leap of faith; it’s a proven strategy. Many of your peers are already proponents of this tactic. Let’s take a look:

• In a 2014 survey conducted by Content Marketing Institute and Marketingprofs, 66% of successful marketers used a documented content strategy. Among the unsuccessful marketers, only 11% had a detailed strategy to market their content.

These statistics aren’t representative of the entire story. But a carefully planned content strategy does increase the success rate of a marketing campaign.

You Can’t Argue with ROI

One of the major strengths of content marketing is that it’s cost-effective. In traditional marketing, it typically costs about $373 to generate a lead. With content based marketing, the price dwindles to about $143. http://www.exacttarget.com/blog/50-content-marketing-stats/ Cheaper doesn’t always equate to greater productivity. So, how effective is content marketing at pulling in new prospects? Businesses that utilize a content strategy generate 67% more leads than their counterparts that don’t. From whichever angle you look at it, you get a bigger return on your investment. Particularly if you factoring in email marketing, which boasts a massive ROI of 4,300%!

The Bottom Line

Blog content marketing is a cost-effective and powerful method for presenting your clients with useful information; the same useful information that will steer them towards becoming a qualified lead. Even so, quality content takes time and effort to create. You may or may not have the resources to implement your strategy at a level that meets your standards. Collaborating with a professional content provider can assist you in creating the materials needed to attract new visitors and convert them to leads. 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 digital health company, don’t be shy, reserve a time to speak with us here. We’re happy to help!