How to Optimize Your Site with Healthcare 'Premium Content' Marketing
Learn how to plan a premium content marketing strategy for healthcare practices, including examples, tips, and tricks for what to create.
We recently shared some information on Search Engine Optimization to help you make your practice more visible online and increase your website traffic. One way to go about bringing traffic to your website is through regularly updating your website and providing new content. Additionally, you can create “premium content,” which has a much longer shelf-life than the short article or news page.
Premium content elevates your website. It helps your website become a lasting resource that your readers – potential new clients – will return to again and again.
What Is Premium Content?
Premium content is any content (whitepapers, eBooks, video series, infographics, etc.) that is both high quality and comes at some kind of cost or price to the customer. That cost may be a small fee, a subscription, or a some kind of information such as an email address or form of contact.
For your private practice, premium content should be based around your expertise and topics that you feel comfortable and confident speaking on.
What Type Of Premium Content Can I Create?
There are no limits to what you can create, but below are a few examples we’ve seen nutrition professionals have success with. We hope these examples can spark some inspiration!
Infographics are helpful visual tools that will make it easy for your reader (potential new client!) to learn or check information they’re interested in learning. The one pictured on the left was created by Eat Seasonably. This infographic contains relevant, useful information that interested users will return to again and again because it carries relevant and useful information.
Cooking Tutorial Videos
If cooking healthy recipes is your thing, some expert premium content may be creating cooking tutorial videos. In these videos, you can share healthy cooking tips, nutritious swaps, and constructive tips to improve the health value of a favorite recipe.
A video tutorial can be especially helpful where the action is important and helpful in learning. Exercise tutorials, or follow-along videos are another great way to implement this kind of premium content. The important thing is that your premium content reflects your practice and your expertise.
A popular article of premium content we see is the e-book. E-books are especially helpful in that they are a long-hand guide for a specific topic or issue. Many of the nutrition professionals we know will create e-books for as an added support for their existing clients (and as a purchasable item on their website!).
Whitepapers are similar to eBooks, but a whitepaper is much shorter and will go into depth on covering one narrow topic, while an eBook may cover a wide variety of topics and strategies.
Whitepapers are where you really get to show off your authority. Share research and facts. This is heavy information in a small dose.
What Strategies Will Help Potential Clients Buy Premium Content?
1. Use Your Niche
We say this all the time, but your private practice niche will not only be what sets you apart, but also what makes working with you a priority. Think about what solution you’re providing for your niche. Let the titles of your content be dictated by that problem. For instance, if you’re creating a whitepaper somewhere in the realm of Diabetes prevention and education and nutrition, you might want to consider a grabbing title like, “Which Foods Can Help Keep Your Blood Sugar in Check and Why.”
2. Create a Collection
While not every whitepaper or eBook you create will solve every answer to every question, keep creating! Building up a library of premium content will help keep your website relevant, keep potential clients coming back (building that relationship between them and your brand), and further promote you as an industry expert.
3. Use Searchable Titles
This sounds overly simple, but choosing a title that is something someone might type into Google will help your website get found. For instance, “What Should I Eat To Help My Diabetes?” could be good title because it may be something that someone would search.
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