Ep. 103 | Does Your Content Provide Value?

The concept of providing value is not new to healthcare.  We provide value to our patients all the time.

The need to provide value as we market ourselves, however, is paramount.  We need to make sure that we are publishing content (articles, posts, videos, podcasts) which provide value to our patients and potential patients.

Here are some easy ways to determine if your content is providing value.  Remember, if your content is not providing value, it's basically spam.

Because we naturally provide value by taking care of our patients, it is not always so apparent when evaluating our marketing efforts.  Providing value is the key to effective and successful marketing.

Here's why we need to provide value online and how you can evaluate your own content for....value.

The Value of Value

Why create value?  There are 3 big reasons why we need to be creating value.

Reason #1:  Trust.  The biggest reason is to develop trust with your next prospective patient.  In any business relationship, the business owner must establish trust before the consumer considers a purchase of goods or services.  Without trust, a failed relationship is likely.  This is basic marketing and holds very true when we are marketing ourselves to grow our practice.  We must be constantly providing value on our websites and social media platforms to develop trust in our readers.  Once we are trusted, our followers will consider making an appointment.

Reason #2:  Engagement.  Valuable content is also engaging.  If a reader finds an article or video that is interesting, they become engaged.  The more interest in your content, the more likely you can develop trust.

Reasons #3:  SEO.  Valuable content is also more likely to be shared.  Links to an article on your website provide a nice boost to your SEO.

Form of Your Content

Regardless of format, your articles, posts, videos, podcasts must provide value.  Content that is valuable is relevant to your readers.  No matter the form of your content, it must provide value.  Content which is not relevant is spam.

Ask These Questions

If you are not sure if your content is valuable, ask the following questions about your content.

1. Does it educate?
2. Is your content shareable?
3. Can it be fact checked?
4. Is this interesting?
5. Does it solve a problem or answer a question?

Material we create that educates our patients about a particular disease or treatment quickly and easily provides value to our readers.  If you are not sure if your content provides any value, see if you answer "yes" to any of the questions above.  If so, you are likely providing value!

See you next week!

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Russ…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social