So you invested the time and/or money into creating wonderful, unique content. The content is thorough enough to fully explain the product or service you’re offering, but not so long that it gets away from the point of the page. It doesn’t aim to deceive either the user or the search engines crawling it. It promotes natural engagement and it stands out from content provided by others in your niche. If you have all of those boxes checked, you’re already way ahead of the game.
However, website content is not something you can “set and forget”. Just like a good blog needs a steady stream of new pieces to be read and absorbed, product and service content is at it’s best when it’s continually updated and refreshed. Search engines have no reason to recrawl your page if they find the same content every time they come back.
Reformat Content: In some cases, the content you already have can be improved upon or explained further by recreating it in another format. If the content currently looks like a wall of words, explore ideas for how to use the same information in an infographic or another form of visual. Breaking up content with an explanatory image or presenting statistics on a neatly designed graph can help drive home your message.
Another way to present content is with videos. Something as simple as a YouTube video of a person talking through the product or service and it’s benefits can reach a wider audience than by just having written content.
Sometimes it’s as simple as rearranging the content on the page. Move a few paragraphs around and rewrite any transitional sentences and see how it reads. Even that is enough to draw the search crawlers back to your page.
Listen To Customers: If you interact with your customers on a routine basis, start to take note about what questions you’re commonly asked and adjust your content to emphasize those questions and answers. If the people that come into your business are asking certain questions frequently, that’s a good indication others are wondering the same thing.
Say for instance you’ve had multiple people ask you for more information about the recovery process for a certain medical procedure. That’s a good opportunity to expand upon the content you have for that procedure by going into more detail about the recovery process. Adding a few sentences here and there, especially for topics you know are on customer’s minds, is a great way to refresh your content while helping the user find the answers they’re looking for.
Be Creative: If you have an idea for a way to present some form of content to the user, don’t be afraid to try it! As long as you don’t intend to mislead the search engines or users, trying something new won’t have a negative impact on your website. Keep your experimental changes on a small scale at first to see if it catches on. Try just one page to start and expand if you notice positive gains.
Let Us Handle It For You: Creating and maintaining great content is a time-intensive task and has overwhelmed more than a handful of medical practices. If you want to just sit back and let us take care of it for you, or if you simply want more information about medical content marketing, get in touch with us today.