Are you relevant? Your content must be relevant to be successful on the web. Your content, whether on your website or social media platform, must be relevant to your readers, customers, patients and followers.
What you have to say must be something your followers want to know and hear. Everything you publish on the Internet must be relevant, or it becomes spam – not interesting.
This post corresponds to our latest podcast episode of “Russ and Randy” – a podcast on Healthcare and Medical Internet Marketing. We hope you like “Publishing Relevant Content on the Web.“ You can find us on iTunes …and now, ReachMD.com!
To be Relevant
The technical definition is to be closely connected or appropriate to the subject matter. Synonyms might include: meaningful, interesting, memorable, educational, valuable, wow, etc.
The opposite definition might be: boring, valueless, meaningless, not appropriate, uninteresting, blah.
To be relevant is NOT to share what you want to say, but rather, share what your audience wants to hear or know.
Far too many of us publish non-interesting content for the sake of publishing, believing that the quantity of published content is the key to Internet marketing. It is not.
Non-relevant, uninteresting content is no more than spam. The more you publish uninteresting material, the more you are spamming your audience.
Your business becomes less relevant.
How and Where to be Relevant
For healthcare, your articles should be health related and be educational. Avoid advice and recommendations.
Choose to include aspects which are meaningful (and more memorable) to the reader. Talking about who you are is much more meaningful, memorable and engaging to your next potential patient. Examples might include:
- Practice philosophy
- Personal interests
- Goals of your practice
- Why you are in healthcare
Items which are relevant, that is, interesting or educational, are of value to your reader. The more valuable, the more likely they are to be shared. Ask yourself;
- Is my article interesting?
- Is my article educational?
If the answer is “yes,” then go ahead and publish!
Presentation and Style
Your content must be presented in a style which is understandable (and, therefore, relevant) to your audience. If too sophisticated (e.g. using clinical terms), your article is neither meaningful nor memorable to your reader. In fact, your article becomes boring.
Platform and Media
Our patients clearly want to be engaged digitally. Patients expect to find information about their health and healthcare providers on the Internet.
We can participate and engage our patients in a variety of digital ways. Not all patients are looking for information from a website. We can choose other means: podcast, video, social media. By selecting platforms most appealing to our audience(s) – we use a platform most relevant to that specific patient!
See you next week!
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All the best!
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social