It's no longer a secret to any Internet marketer or even to ordinary advanced business owners that content marketing – the most effective organic way to promote any online business.
The essence of content marketing is simple. You give the audience interesting, useful and unique content, and in return you gradually gain their loyalty and trust in the brand, and then potential customers.
However, web content also varies, and not all of it is equally useful for different types of businesses. Want to learn more about different types of content and their benefits? Then read the article estet-portal.com!
Different categories and types of content on the web
Internet marketers and content people have a slang concept of spaghetti marketing, which in business, due to inexperience or ignorance, very often replaces real content marketing. Spaghetti Marketing – it is a disorganized, unsystematic "throwing" content to the audience and the thick of social networks (most often).
To avoid chaos, which not only will not bring benefits, but can also seriously harm the reputation and achievement of the company's goals, you need to initially build a full-fledged content promotion strategy. Depending on the strategy and goals, different types of content can be used on the Web. There are quite a few classifications of content types for online business promotion.
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If we talk about the promotion of the medical business, then useful content for it can be divided into the following types:
- Informational.
- News.
- Expert.
- Video.
- Master class.
- Practice.
Useful and entertaining content, of course, should be alternated with selling, but very carefully – in the proportion of 80% / 20% (of which a smaller percentage belongs to selling publications).
The content itself should be so attractive and interesting for readers that they automatically conclude how cool your brand is.
Other types of content should not be forced to advertise your institution or company to the audience.
The advantages of different types of content on the web
Each type of content has its own advantages and distinctive "chips" that can be used for the benefit of the business.
The most common and largest content – informational. It is very broad and often even includes other types of content on the Web.
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Obviously, this kind of content inspires confidence in the audience, informing them – not only about the company itself, but also about all sorts of useful things. For example, both the description of your services and useful articles on your subject will be referred to as informational content.
Tell about your professional achievements, awards or certificates received, answer questions from readers and clients, talk about the daily life of the company and its employees, review services and tools – this will all be considered informational content.
A smaller share, but of great importance is news content. Many experts consider it to be part of the information category, but it is still more convenient to separate it into a separate type.
News can also be divided into subtypes – news and announcements of the company and news of your professional industry (trends, forecasts, news, ratings). Do not neglect any of the subspecies.
Company news will make your business closer and more understandable to the audience, will create a "face" for it. Industry news creates an expert reputation.
Expert (or professional) content is also very important. It creates the credibility of the company not only among customers, but also among colleagues.
Expert content should be prepared as a response to important questions and problems for clients. Its creation should not be trusted to a layman if you do not want to be considered ignorant among professionals in your industry. Expert content for the medical business should be created by copywriters with medical education and experience, in extreme cases, at least give ready-made texts for proofreading to doctors before publication.
The Role of Video in Content Marketing Strategy: How to Measure Effectiveness
It's not even necessary to talk about the need to introduce video into your content strategy. Only the lazy today have not heard that the video – the king of content, which collects the largest audiences of users and is ranked highest in social networks. Therefore, we will not repeat ourselves, we just remind you once again: do not neglect this super-effective tool for attracting an audience.
By the way, if your budget does not allow you to resort to good video production, you can use such a great free tool as live broadcasts. For example, give a live tour of the clinic or introduce viewers to the doctors. It doesn't cost a dime, but the engagement of such publications is much higher than ordinary posts.
Master classes – another great type of content for building professional authority. If you think that this option is not available to everyone, then you are mistaken.
For example, even a dentist can post online a master class for patients on how to properly brush their teeth at home. And a gynecologist (it would seem, try to come up with another doctor who would find it even more difficult to create ethical content) can publish a master class on how a woman can properly examine her breasts at home. For cosmetologists, dermatologists, the range of options is generally extremely wide!
In general medical practice – this is such interesting content that it can be separated into a separate species. Everything that is allowed by ethical standards and does not violate the interests of patients can be safely published. Believe me, behind the scenes of medicine and cosmetology, people are sometimes no less interested in entertainment content.
Applied technologies, tools, preparations, methods – the modern patient wants to know everything!
If you want to build a complete marketing strategy for your medical business, don't stop at just one or two types of content online. In order to satisfy all the interests and needs of the audience and reveal your company from all sides, you need to use all available content categories whenever possible.
Create a content plan and try to have different sections each week on all the topics listed above.
With successful content marketing (even at minimal cost), organic promotion of your business will bring great results. The results will not be the fastest, but stable and reliable.
Recall that you can learn more about business in the medical field at the conference BusinessShot!
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