The Latest Digital Marketing Articles

The Latest Hospital Digital Marketing Articles



Making Content More Shareable Via Social Media

by Sara Foster | Nov 21, 2018

Social media is a great medium for engaging customers and sharing content. These can work to increase traffic to your website. And everyone wants more traffic to their site, right? image of social media symbols

Yet, the number of social media posts is overwhelming, so it’s easy for your posts to get lost in the crowd. How can you create blog content that is “ultra-shareable”? Here are six tips for doing just that:

  • Who’s your audience? Creating engaging blogs is much easier when you know who you’re writing for. If you haven’t already created customer personas, now is a good time to do so. You want your readers to find your content useful for themselves and useful enough to share. Seasonal content like tips for dealing with spring allergies or how to take care of yourself during the busy holiday season is engaging and valuable.
  • Keep your audience on its toes. It’s good to do something different from time to time to keep the attention of your audience. For example, think agile – come up with an organizational perspective related to a current event.
  • Customer-generated content (UGC). Some of the most engaging content that is shared the most is that created by customers. Research has shown that UGR has a 28% higher rate of engagement than brand posts and results in 29% more conversions. So put your audience to work for you!
  • Be trustworthy. Unless your customers have trust in you, they won’t engage with or share your content. Be open with what you share, but also be careful. Cite reputable sources to ensure credibility.
  • Attractive content will be shared content. Brush up on your guidelines for online content.
    • Give your posts a clean look that’s well organized by using short paragraphs, bullet points, headers and lots of white space.
    • Make sure that clinical content is written in language a lay person can understand. If you don’t know how to break down $64 clinical terms, ask a clinician for help.
    • Use images and/or videos to break up text blocks.
    • Make it easy to share on social media by including social share buttons.
  • Recruit advocates among your employees to create content. Research has shown that brand messages have a 561% greater reach when shared by employees as opposed to being shared by the brand’s official social channels. You’re probably already aware of some employees who promote your organization on social media on their own accord. It’s worthwhile to approach these employees to worth with marketing to create engaging content. Employee advocates can bring a fresh perspective from “being in the trenches” and knowing first-hand what patients experience.

What strategies are used by your organization to promote content via social media?

  • HealthCare Digital Marketing
  • HealthCare Marketing
  • social media strategy
  • content marketing