Curating content is a method of content marketing by which an expert (i.e. you) provides an analysis, explanation or opinion about a current topic in healthcare.
As a healthcare authority, this is an easy way for you to provide value and build trust to your followers and patients.
We have dedicated this episode to the advantages of curating content and why it is such a natural way to build traffic for a healthcare professional.
This post corresponds to our latest podcast episode of “Russ and Randy” – a podcast on Healthcare and Medical Internet Marketing. We hope you like “Content Curation: Use Your Expertise to Provide Value.” You can find us on iTunes …and now, ReachMD.com!
We all have the constant challenge of providing valuable content to our readers. Valuable content is interesting, educational and more likely to be shared. Providing value to your readers breeds trust.
Fortunately, this is easy for a health care provider.
Remember Andy Rooney? As a commentator for “60 Minutes,” he opined about world events. His views and opinions on world news were valuable to us as his segments were educational, thought provoking, or offered perspective.
You can do the same for your audience. Find an article or topic that may be interesting to your readers. For instance, as an ophthalmologist, I might read an article on how gene therapy cures blindness.
On my blog, I’ll write my own post and summarize the original article. I might paraphrase and explain the article in layman’s terms, or better, I may include my own analysis, opinion … using my expertise.
As an authority, my comments are valuable to my readers.
Benefits to Your Patients
Similar to a museum curator, you are filtering out the “misinformation” and providing credible sources for your readers. Russ emphasizes that by doing so, you are also saving your readers time and providing a single resource for reliable health information.
Benefits to you? Curated content is interesting and, therefore, is more likely to be shared!
Here are our best practices (i.e. suggestions) for curating content:
- don’t automate (write and research yourself)
- draw from a variety of sources
- never quote entire article (many reasons, including duplicate content)
- link back to original article
- use your own images
- provide your own opinion
- insure blog has RSS feed
See you next week!
Find “Russ and Randy” on iTunes!
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All the best!
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social