Creating top-notch content isn’t easy, and for many healthcare marketing teams, resources—time, money, talent—are chronically tight. Fortunately, you can reuse, recycle and repurpose content to streamline your workload and get results.
The key is to be intentional as you’re creating your marketing calendar. When planning a piece of content, follow the “rule of three”—i.e., envision at least two additional incarnations in which it can live. For example:
Write a series of related blogs on a popular health topic, such as diabetes management or living with heart failure. Then:
Add at least one timely, relevant statistic to every blog you write, and:
When you create a patient-education webinar:
Create a patient story, i.e., a case study that tells how your healthcare services led to a positive outcome. Then:
Produce a steady stream of “evergreen” how-to content and blogs. Certain health topics will consistently rank high at certain times of the year, such as managing spring allergies or avoiding winter falls. Other reliable topics include guides to managing common, chronic conditions like obesity, cardiac disease and diabetes. Build a robust library of such content that can be drawn on again later (with updates as needed, of course). Then:
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The original version of this page was published at: http://wainscotmedia.com/blog/how-repurposing-content-can-jump-start-your-marketing
Wainscot Health, a division of Wainscot Media, helps hospitals, medical practices, pharmaceutical companies and device manufacturers engage target audiences with best-in-class custom content.
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