Lead Generation 
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Anna Kuser 
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4 min read
Share One major goal of content marketing for healthcare IT is to increase the volume of traffic to a company website to generate qualified leads. However, aside from costly online advertising campaigns, driving visitors to a website doesn’t just happen automatically. It takes a lot of hard work, such as applying creative traffic generation methods that are proven to be most effective.
Different people have different challenges, and these people are always searching for answers. You can find out what your ideal buyers need by searching on social media and visiting relevant forums. Once you’ve collected this information, you can then write blog posts that provide solutions. Don’t forget to include keywords which your ideal customers are likely to use when searching online. Posting informative and keyword-optimized content regularly will help organically attract more visitors to your healthtech company’s website. Doing this will also establish you as an expert in the industry, thus enhancing your brand recognition.
In addition to writing blog posts, you could write longer form content that provide valuable insights, like How-to Guides, eBooks, white papers, and more. A good example is the definitive guides by the B2B company Marketo.
If you want to fully optimize your content marketing for healthcare IT, avoid common keywords since they are probably overused and thus very competitive. To enhance your search engine ranking, it’s advisable to go for long-tail key phrases. For example, instead of using the key phrase ‘healthcare platform‘, you could have something more targeted like ‘how to engage patients’. The latter is more likely to drive more organic traffic to your site.
A Bazaarvoice survey showed that more than 70% of customers read online reviews when looking for a product or service. Getting published on review websites can therefore be a very effective way of getting more visitors to your site. Such posts are especially useful for targeting people who are at the ‘decision’ stage of the buyer’s journey. They are now comparing different vendors to find out which product or service would suit them best. To find review websites that are relevant to your niche, you could do a Google search for ‘top healthcare technology companies‘. While some are free, others will require you to pay before being featured. Adding your website to such sites will boost your search engine ranking and make it easier for prospects to find you online.
Getting your content marketing for healthcare IT website listed on online directories is another great way to attract traffic to your site. However, this doesn’t mean that you should put yourself on every healthtech directory out there. Look for the ones that are relevant to your industry and have good domain authority. For example, if you’re located in Illinois, you could do a Google search for ‘healthcare technology companies in Illinois’. The directories that show up at the top of the results are probably the most visited. Getting your site listed in such directories will generate backlinks to your site and help prospects find you more easily.
A HubSpot report reveals that 47% of consumers read several pieces of content before making a purchasing decision. Find reputable websites in your industry that accept guest posts and submit an article. Choose a unique topic which your target audience would find interesting. Be sure to follow the guest blogging guidelines to enhance your chances of publication. Remember to leave a link to your site in the author bio. Such backlinks will boost your search engine ranking and attract more traffic to your site. You may also consider linking to influencers in your blog content. They might just pay attention and share your content with their followers.
Take time to read content on other people’s healthcare technology blogs and leave a comment whenever you can. Keep all your comments positive; people don’t like complainers or critics. Make sure your comment is more educational than promotional. Commenting on different blog posts means more backlinks to your site, and consequently more visitors.
Every industry has online forums where people discuss relevant topics. Participating in such forums is a great way of getting more visitors to your site. However, only focus on forums that are very active. It would be pointless to join a forum that hasn’t had any discussion for two months. When joining a forum, be sure to use your brand name. This will enhance brand recognition as you engage with others. When participating in such forums, don’t just offer advice. Share real life example and links to resources which the other members would find useful. This will boost your credibility and attract more traffic to your site.
Research by Social Media Examiner has shown that 37% of marketers consider visuals as the most effective form of content. Remember that humans have a short attention span. It would therefore be easier to engage your audience with an infographic than a 1000-word report. Infographics are especially effective when helping people make sense of complex data. Besides your website, you could also publish infographics on sites such as Pinterest. Linking the infographic to your website will help attract more visitors.
LinkedIn is the most effective social media network for B2B marketing and content marketing for healthcare IT. You can submit long form industry-specific content to LinkedIn Pulse. Getting published on this platform will help build credibility with your target audience and drive traffic to your site. You can even share the content on other social media platforms.
According to Contently, 60% of marketers repurpose (reuse) their content up to 5 times in different forms. For instance, you can repurpose webinars into a series of new blog posts or newsletters to attract more traffic to your site. The entire webinar could also be transformed into an eBook. You can even take interesting quotes from your webinar and use them as social media posts.
Creating powerful content and gaining the right audience are major portions of Inbound Marketing and content marketing for healthcare IT. Ultimately, the visitors who come to your website will potentially turn into your qualified leads, and possibly even end up as your customers.
It can be very challenging to do all of this alone. We here at Responsify partner with health technology marketers to offer strategy, support, and help implementing these activities. By collaborating, we help marketers strategically attract new website visitors, convert them to qualified leads and happy customers.
We’ve helped numerous pros in content marketing for healthcare IT outline and implement Inbound Marketing Methodology to increase the number of their website visitors. Feel free to request a free strategy session now to help you evaluate your assets and get insights and suggestions to guide you in the right direction.
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