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Healthcare Content Marketing 101: How to Rank on Google

Dive into our expert-led guide on Healthcare Content Marketing. Unlock strategies to elevate your online presence.
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Picture this: Your ideal patient is searching online, seeking answers, guidance, and hope. They stumble across your website, and in that instant connection, you become more than a name or a brand. You become their trusted advisor, their healer, their lifeline. This isn’t just marketing; it’s a mission. Welcome to the vibrant world of Healthcare Content Marketing.

In a field as crucial and compassionate as healthcare, the right words can make a profound difference. And it’s not merely about constructing attractive sentences; it’s about building bridges between professionals and patients, between science and empathy, between information and understanding.

This guide is your navigation system through the intricate paths of SEO, content writing, audience engagement, and more. Whether you’re a marketing maven or a curious novice, we’ve packed these pages with insights, tools, and tips to take your healthcare content from mundane to mesmerizing.

So fasten your seatbelt; we’re about to embark on a fascinating ride through the heartbeat of healthcare communication. Your patients are waiting. Let’s not keep them.

What is Healthcare Content Marketing?

Healthcare Content Marketing serves as a strategic tool for healthcare providers to stand out in an increasingly crowded marketplace. It’s more than just promoting services; it’s about crafting content that resonates with both patients and healthcare organizations, providing relevant and meaningful insights.

This form of marketing bridges the gap between medical professionals and the public by sharing information that is not only valuable but tailored to the unique needs and concerns of the healthcare audience. From explaining complex medical procedures to offering guidance on preventive care, it’s all about building trust and fostering understanding.

The Different Types of Content

Healthcare Content Marketing isn’t restricted to just one form or channel. It’s a multifaceted approach that leverages various types of content to engage with patients, healthcare professionals, and the broader community. The goal is to offer valuable insights and information that resonate with different audiences, fostering trust and promoting informed healthcare decisions. The types of content that can be utilized in healthcare marketing include:

  • Blog Posts: In-depth articles on medical topics, preventive care, lifestyle guidance, and more.
  • Videos: Educational clips explaining medical procedures, offering patient testimonials, or showcasing healthcare facilities.
  • Infographics: Visually appealing representations of healthcare statistics, process flows, or complex medical concepts.
  • Webinars: Live or recorded sessions with medical professionals addressing specific health topics, patient queries, or industry trends.
  • Social Media Posts: Regular updates on healthcare services, health tips, community events, and engagement with followers.
  • E-books and Whitepapers: Comprehensive guides on healthcare subjects, targeting both general audiences and healthcare professionals.
  • Podcasts: Audio content featuring interviews with medical experts, patient stories, or discussions on healthcare innovations.
  • Newsletters: Periodic email communications providing updates on healthcare services, new blog posts, or health awareness campaigns.

Together, these various content types provide a robust and versatile platform for healthcare providers to connect with their audience, personalize their messaging, and build a community centered around well-being and health education.

Difference Between B2B and B2C Content

When crafting healthcare content, it’s crucial to understand the distinction between B2B (Business-to-Business) and B2C (Business-to-Consumer) audiences. These two market segments require different approaches, tone, and content strategies. Knowing your audience and tailoring your content to their specific needs can significantly enhance engagement and conversion.

b2b vs b2c healthcare content marketing strategies

B2B Content in Healthcare

B2B content in healthcare is targeted at professionals, organizations, or businesses within the healthcare industry. Here, the content is often more technical, detailed, and focused on specific industry challenges and solutions. Strategies include:

  • Utilizing industry jargon and technical language
  • Providing detailed analysis, research, and case studies
  • Highlighting product features, specifications, and benefits
  • Building trust through expert opinions, testimonials, and industry certifications

B2C Content in Healthcare

B2C content, on the other hand, targets individual patients, caregivers, or the general public interested in healthcare topics. This content must be accessible, empathetic, and easy to understand. Strategies include:

  • Avoiding medical jargon and using layman’s terms
  • Offering practical advice, tips, and how-to guides
  • Focusing on emotional storytelling and personal experiences
  • Engaging with interactive content like quizzes, videos, or infographics

Why is Healthcare Content Marketing a Necessity?

The modern healthcare journey often begins online, with a remarkable 77% of people using search engines as a primary resource. This figure, provided by Milestone Internet, highlights the importance of delivering targeted, informative content through search engines. In the healthcare sector, where decisions can be complex and deeply personal, such guidance can help simplify choices, reduce anxiety, and guide patients toward informed decisions.

Trust and engagement are paramount in healthcare, and they’re cultivated through transparent, authentic interaction. Healthcare Content Marketing enables providers to go beyond traditional advertising, creating a dialogue that helps patients feel seen, understood, and empowered.

By humanizing their brand and building a community of engaged patients, healthcare providers can increase loyalty and patient satisfaction. The influence of search engines in the patient journey makes it far and away the largest channel, the most influential channel, and the most involved channel, no matter the overall route people are taking.

showcasing healthcare content marketing fundamentals

6 Steps to Get Your Healthcare Content to Rank on Google

Simply creating content isn’t enough; you must ensure it’s discoverable by the right audience. That’s where the science of search engine optimization (SEO) comes into play.

We recognize that the process might seem complex, especially if you’re new to SEO. That’s why we’ve outlined six essential steps, complete with tools and resources that will aid you in each stage of the journey.

We’re not only providing you with a step-by-step approach to get your healthcare content to rank on Google but also offering valuable insights from healthcare industry experts.

By following this tailored approach, we aim to empower you to turn your healthcare content into a potent tool that attracts and educates your ideal audience, fostering connections, trust, and growth.

Step 1: Discovering Topics and Conducting Research

The first step in getting your healthcare content to rank on Google is discovering unique and relevant topics that resonate with your audience. This involves meticulous research and understanding of both your target audience’s needs and industry trends.

We’ve noticed that a lot of content out there sounds the same—that’s why we work so hard to find unique angles and untold stories that our audience will truly connect with.

We put in the time to dig deep, researching thoroughly to uncover the nuances of the industry and the topic at hand. This isn’t just about ticking the healthcare SEO “boxes”—we care about creating content that educates, informs, and resonates.

And when it’s time to share our work, we’re not just tossing it into the internet void. We strategically place it where our clients spend their time online, so the right people find the right information at the right time in the vast world of online search.

Crawford Ifland, Founder and CEO of Messenger Healthcare Marketing

Ifland’s approach emphasizes the need to dig deeper and connect with the audience through unique angles. It’s not just about SEO; it’s about building genuine connections through thoughtful content.

Keyword Research and Content Creation: Keyword research plays a vital role in understanding what your target audience is searching for.

By understanding our target audience and topics, studying what competitors are ranking for, and following trends in the healthcare industry, we can create a list of target keywords. 

From there, our team utilizes topic clusters to break down these keywords into article ideas, allowing us to expand on certain topics that may be of high value. During the writing process, we often reference what ranks well for the keyword while trying to expand and improve on what already exists.
If the content is highly optimized, it should rank over time and, therefore, reach your target audience naturally. Additional efforts of promotion on social media and sending out email alerts on new blog posts can help in reaching your target audience with content faster.

Lauren Murdock, Marketing Strategist at Raka Health

Murdock’s strategy underlines the importance of keywords in the creation of targeted content. By focusing on what the audience is actively searching for, healthcare marketers can create content that is more likely to rank and resonate. Remember, do some research to figure out what your target audience is actually searching for, not what you think they are searching for.

Tools for Research and Keyword Discovery

  • Google Keyword Planner: A free tool that provides keyword ideas and traffic estimates to help you build a search network campaign.
  • SEMrush: A comprehensive toolkit for digital marketers that includes features for SEO, PPC, and content marketing research.
  • IBISWorld: Utilize authoritative industry reports and publications to gain insights into current trends and issues that are relevant to your audience.

By combining expert insights with powerful tools, this step sets the foundation for creating content that not only connects with your audience but also ranks well on search engines.

Step 2: Crafting Quality Content with Visuals

Creating content that resonates with your audience requires more than just stringing together well-researched information. It involves crafting an engaging narrative and accompanying it with relevant visuals that enhance understanding and retention. In the healthcare sector, this could mean utilizing infographics, images, videos, or even interactive tools that can illustrate complex medical processes or patient journeys.

Writing Engaging Content

The words you choose matter. Writing must be clear, concise, and tailored to your target audience. Whether it’s B2B or B2C content, understanding the needs and interests of your readers and speaking their language can make the difference between content that connects and content that falls flat. If you’re looking for more insights, don’t miss our best practices for writing high-quality content.

Adding Visuals to your Healthcare Content

Visuals are more than just decoration; they are a powerful means of communication. According to Linkedin, visuals are processed 60,000 times faster than text, making them an essential component in healthcare content marketing. In healthcare, where complex ideas often need to be conveyed, visuals such as charts, graphs, or illustrations can break down complicated concepts into digestible formats. They add aesthetic appeal and can significantly improve user engagement.

Tools for Creating Visuals:

  • Canva: For beginners and those seeking ease of use, Canva is the go-to tool. With an extensive range of templates and intuitive drag-and-drop features, it’s designed for quick and attractive content creation.
  • Figma: Sitting in the middle ground of complexity, Figma offers more advanced functionalities while maintaining a manageable learning curve. It’s ideal for teams seeking more control over their designs without delving into highly technical tools.
  • Adobe Creative Suite: For professionals and those seeking limitless creativity, Adobe Creative Suite offers a robust set of design tools. Though it has a higher learning curve, its capabilities are unparalleled, allowing for intricate and customized designs.

Step 3: Optimizing On-Page SEO and Internal Linking

Now that we’ve set the foundation with compelling content and captivating visuals, it’s time to delve into the nitty-gritty of making that content accessible and alluring to search engines and your target audience. If you’d like to dive deeper into the fundamentals of SEO in healthcare, check out our comprehensive Healthcare SEO resource for a full breakdown. Here, we’ll focus on two critical elements: internal linking and on-page SEO optimization.

Importance of Internal Linking

Internal linking is the practice of linking to other relevant pages within your website. This doesn’t just guide your readers to additional resources but also strengthens the SEO of your site by creating a well-structured internal linking system that guides search engines through your website’s hierarchy.

Example: Consider a general healthcare clinic’s website. By creating a main page on “Children’s Health,” and linking to sub-pages about pediatric care, childhood nutrition, or immunization schedules, you’re building topical relevance within the theme of children’s health. Linking these sub-pages together enhances the topical connection, making the content more cohesive.

This content clustering, guided by the principle of topical relevance, crafts a site structure that serves both human readers and search engines. It creates an intuitive navigation pathway for users to explore related subjects while forming an internal network that search engines can follow. By recognizing the relationships between different pieces of content, you not only facilitate user-friendly navigation but also boost your site’s SEO. It’s a clear pathway to help your target audience find the exact information they need, ensuring that the content they find is topically relevant to their interests and needs.

Optimizing On-Page SEO

Optimizing on-page SEO is a vital step in making your healthcare content discoverable to your target audience. It begins with the strategic placement of targeted keywords within the title, headings, body content, URL, and meta descriptions, ensuring search engines understand the primary focus of your content. Crafting compelling meta tags, such as title tags and meta descriptions, can make your content stand out in search engine result pages (SERPs).

Utilizing proper header tags helps structure your content for readability, while image optimization with correct alt text enhances accessibility. Improving your site’s loading speed and ensuring mobile-friendliness are essential for user experience and search rankings.

Additionally, making your content easily accessible through a clear URL structure, proper HTML markup, and, when necessary, schema markup, fosters a more seamless connection between users and search engines.

On-Page SEO Tools:

  • Clearscope: Great for producing SEO-friendly content by providing insights into top-ranking content for specific keywords.
  • Moz’s On-Page Grader: Assesses your web pages for specific keywords, offering recommendations to enhance your on-page SEO.
  • MarketMuse: Focuses on content optimization and competitive analysis, using AI to help you create content that outperforms the competition.

Step 4: Building Backlinks and Analyzing Trends

Building backlinks and staying abreast of industry trends are essential components in maximizing the reach and credibility of your healthcare content.

Strategies for Earning Quality Backlinks

Earning quality backlinks is more than a mere numbers game; it’s about establishing genuine relationships and providing real value to your audience. Here’s how you can approach this critical aspect of SEO:

  1. Create High-Quality, Shareable Content: Your content must be unique, informative, and engaging. When you provide value to your readers, other sites will naturally want to link to your content. Including original research, industry insights, or expert opinions can make your content stand out.
  2. Guest Posting: Writing articles for other respected healthcare blogs or industry publications can be a great way to get backlinks. Ensure that the content aligns with both your brand and the host site’s audience to make this strategy effective.
  3. Leverage Data-Backed Content: Creating content based on research findings or original data can make your website a reference point for others in the industry. This type of content is highly valuable, and others are more likely to link back to your original findings or insights.
  4. Build Relationships with Other Industry Professionals: Networking and forming partnerships with other healthcare professionals or industry influencers can lead to mutually beneficial backlink opportunities. Being active in industry forums, social media groups, and attending conferences can facilitate these connections.
  5. Analyze Competitor Backlinks: Tools like Ahrefs can help you analyze where your competitors are getting their backlinks from. You may discover opportunities to earn similar backlinks, either by creating superior content or by reaching out directly to the site owners.
  6. Regularly Update and Refresh Your Content: Keeping your content up-to-date ensures that it continues to be relevant and valuable. Older, high-performing articles can be refreshed with the latest data or insights, encouraging more sites to link to them.

Discovering relevant topics involves analyzing current industry trends, understanding audience pain points, and utilizing data analytics. For B2B content, we engage directly with professionals via surveys or interviews, discovering their challenges and informational needs. 

We also use platforms like LinkedIn to monitor discussions and identify trending topics. For B2C content, we leverage AI-driven tools to analyze search patterns and social media sentiments. We also engage with our audience through interactive content.

Once we’ve identified relevant topics, we craft engaging content by humanizing and personalizing our approach. We prioritize storytelling, weaving in real-life examples and case studies. 

For instance, we’ve found success in creating patient journey stories for B2C marketing. We distribute our B2B content via industry-specific newsletters, LinkedIn, and specialized webinars. For B2C, we utilize SEO, social media promotion, and collaboration with healthcare influencers.

Simon Brisk, Director at Click Intelligence Ltd

By aligning your content with relevant industry trends and personalizing your approach, you can build relationships that foster collaboration and trust. Leveraging these connections for backlinks is not only strategic but fosters a community within the healthcare industry, positioning your brand as a thought leader and trusted resource.

Step 5: Analyzing and Understanding Your Audience

Balancing research, data analysis, and audience understanding is an essential trifecta in healthcare content marketing.

I keep a close eye on industry trends, news, and developments. I analyze healthcare reports, publications, and research studies, looking for emerging topics and issues that apply to our target audience. This helps us identify current and timely subjects that would resonate with both B2B and B2C audiences. 

For creating engaging content, I strive for a balanced mix. I produce informative articles, blog posts, and white papers that offer practical tips, industry insights, and expert opinions. To effectively promote our content, I utilize a multi-channel approach. I leverage social media platforms, such as LinkedIn, Twitter, and Facebook, to share and amplify our content across relevant communities and professional networks. Email marketing is another important tool we utilize to reach our audience directly.

Dr. Thanu Jey, Medical Director and Founder, MediBrace

Incorporating insights from your audience into content creation is more than a mere strategy; it’s a pathway to building trust and establishing your brand as a compassionate, patient-centered provider. Utilize tools like Google Analytics and Microsoft Clarity to gain insights into user behavior, demographics, and preferences. This data-driven approach allows for personalized content that speaks directly to the needs and concerns of those you serve, thus enhancing engagement and loyalty.

Tools for Data Analysis and Audience Understanding:

  • Google Analytics: A robust platform that provides comprehensive insights into your audience’s behavior, preferences, and interaction with your content. Ideal for tracking performance and identifying areas for improvement.
  • Microsoft Clarity: Designed for a more visual approach, Microsoft Clarity offers heatmaps and session replays to understand how users are engaging with your site. It’s a fantastic tool for uncovering user experience issues and enhancing website usability.

Step 6: Monitoring, Adjusting, and Continuous Improvement

The journey of getting your healthcare content to rank on Google doesn’t end once you’ve published your content. The digital landscape is constantly evolving, and so must your content strategy. Monitoring, adjusting, and engaging in continuous improvement are vital to maintaining and improving your search engine rankings.

Understanding how your content is performing and where it may be falling short is essential. Regularly analyzing your content’s performance allows you to make necessary adjustments to keep it fresh, relevant, and resonating with your target audience.

Tools for Monitoring and Analysis:

  • Google Search Console: This free tool from Google provides insights into how the search engine views your site. You can monitor site performance, track keywords, and discover issues that might be affecting your rankings. It’s an invaluable resource for identifying areas that need fine-tuning.
  • SEMrush’s Site Audit: SEMrush offers a comprehensive site audit feature that analyzes your site’s health, identifies technical issues, and provides recommendations for improvement. Regular audits ensure your website is adhering to best practices, which can positively impact your search engine ranking.

Content Marketing Tools

Healthcare Content marketing demands precision, understanding, and the right tools. With a myriad of tasks from keyword research to on-page optimization, it’s essential to have a toolkit that covers all bases. This consolidated list is your go-to hub for all the essential content marketing tools we’ve explored:

Research and Keyword Discovery:

  1. Google Keyword Planner: A free tool by Google for discovering keywords related to your industry and gauging their search volume.
  2. SEMrush: A comprehensive digital marketing suite, especially powerful for keyword research, competitor analysis, and site audits.
  3. IBISWorld: Essential reading material for understanding current healthcare trends, statistics, and evolving best practices.

Content Creation and Visualization:

  1. Canva: A user-friendly graphic design tool that offers myriad templates suitable for beginners.
  2. Figma: Positioned as a mid-tier option, Figma provides versatile design capabilities with a moderate learning curve.
  3. Adobe Creative Suite: The industry gold standard for design, it offers limitless possibilities but requires advanced expertise.

On-Page SEO and Content Optimization:

  1. Clearscope: A tool that offers content optimization based on the top-ranking pages for your chosen keyword.
  2. Moz’s On-Page Grader: Helps to evaluate how well your webpage is optimized for a particular keyword.
  3. MarketMuse: An AI-powered platform for content research, optimization, and strategy.

Data Analysis and Audience Understanding:

  1. Google Analytics: The premier tool for understanding your website’s traffic, user behavior, and conversion paths.
  2. Microsoft Clarity: Provides behavioral insights through heatmaps, session recordings, and user interaction analytics.

Monitoring and Site Analysis:

  1. Google Search Console: A free service by Google that helps monitor, maintain, and troubleshoot your site’s presence in Google Search results.
  2. SEMrush’s Site Audit: Assesses your website for common SEO issues and offers recommendations for improvement.

This resource hub is designed to equip you with the tools required at each stage of the healthcare content marketing journey. By leveraging these platforms, you position yourself for success in the ever-evolving healthcare landscape. Whether you’re a seasoned marketer or just starting out, these tools are pivotal to crafting impactful, SEO-friendly content in the healthcare sector.

Webserv: Your Healthcare Marketing Partner

Navigating the vast expanse of healthcare content marketing can be overwhelming. From in-depth research to crafting compelling narratives and ensuring your content ranks on Google, there’s a lot to manage. That’s where Webserv comes in.

At Webserv, we specialize in bridging the gap between healthcare organizations and healthcare digital marketing. Our team is equipped with the knowledge, experience, and passion needed to drive real results. Whether it’s generating high-quality content, optimizing it for search engines, or creating a holistic marketing strategy, we’ve got you covered.

The future of healthcare is increasingly digital, and content marketing is your ticket to reach a global audience. Embracing it not only positions your brand as a thought leader but also fosters trust with your audience. With Webserv by your side, you can leverage the full potential of healthcare content marketing, reaching and engaging your target audience like never before.

So, are you ready to embark on this journey and redefine your healthcare marketing strategy? 

Let’s create something extraordinary together.

Healthcare Content Marketing FAQs

1. What is healthcare content marketing?

Healthcare content marketing involves creating and sharing valuable, relevant content to attract and retain a target audience in the healthcare sector. This includes patients, medical professionals, and healthcare organizations.

2. Why is content marketing essential for healthcare?

Healthcare Content marketing establishes trust, provides patients with essential information, and enhances online visibility. In today’s digital age, 77% of people use search engines in their patient journey, making online content pivotal for healthcare providers.

3. What types of content are included in healthcare content marketing?

Healthcare content can encompass blog posts, research findings, infographics, videos, podcasts, and e-books, among others. It’s vital to provide diverse content to cater to varied audience preferences.

4. How can I optimize my healthcare content for search engines?

Optimizing involves various strategies like keyword research, on-page SEO, backlink building, and regular content updates. Tools like Google Keyword Planner and SEMrush can aid in the optimization process.

5. Are there different strategies for B2B and B2C healthcare content marketing?

Yes. B2B content in healthcare may focus on industry insights, case studies, and whitepapers, while B2C content might emphasize patient testimonials, health tips, and treatment explanations.

6. How can I measure the success of my healthcare content marketing?

Success can be gauged using tools like Google Analytics and SEMrush. Key metrics include website traffic, engagement rates, conversion rates, and the number of backlinks earned.

7. Should I incorporate visuals into my healthcare content strategy?

Absolutely! Visuals like infographics, images, and videos can enhance user engagement, simplify complex topics, and provide a comprehensive understanding of the subject.

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