25 Types of Blog Content Healthcare Audiences Crave

Blog content has developed into a form of information sharing that is essential for all industries and fields. With the emergence of smartphone ownership and advancements in mobile technology, it’s more important than ever to share valuable information that reaches your customer no matter what device they’re using.

In a world where customers are no longer responding to ads and paid placement, it’s crucial to promote your company in a way that’s both engaging and beneficial for your audience. Take a look at the list below and start envisioning some new ways to reach your unique audience.

1. Checklists

Example: What You’ll Need to Bring to Rehab (Checklist)

Checklists are easy to read and retain, particularly when you’re actually interested in the content. Connect with your customers by helping them problem solve and giving them a few options via your blog. They’ll appreciate it, and they’ll return the next time they’re in a bind!

2. Questions & Answers

Example: Q & A with Carol Brown: Clinical Trials and Cancer Disparities

Q&A is particularly useful because they’re giving your audience exactly what they’re asking for – literally, they’re asking for these answers. Information from an expert weighs so much more; adding reputability to your brand, and building rapport.

3. PSA

Example: PSA: Being Gluten-Free May Have Some Serious Health Consequences

Drive target traffic to your company’s blog by sharing information that’s useful and relevant to the masses. PSA’s can help your audience make important decisions, (or avoid bad ones) by putting out valuable facts. Sooner than you know it, you’ll be the first stop in their healthcare research.

4. Statistics

Example: Time to Talk Day: the mental health statistics you need to know

We know how significant statistics are, but to readers, they can just look like jargon. That doesn’t make the information any less important so spice it up! Share your numbers via pie charts, graphs, and bulleted lists, you’ll hold your audience’s attention and be able to transfer some valuable health info.

5. How-to

Example: How to Diagnose and Treat Disruptive Mood Dysregulation Disorder

How-tos add a great takeaway for useful information. Studies show that information is more likely to be retained when put into practice, as opposed to only having a quick glance at it.  List some steps for your readers to test out, they’ll appreciate the help and they’ll think of your brand when it goes well.

6. Best Practices

Example: Best way to avoid flu (besides the shot)

Best Practices are a step up from How-Tos. These give your audience great options to avoid issues or solve ones they’re already experiencing. Again, it gets your customers moving and involved, and potentially more interested and active in matters regarding their healthcare.

7. Interviews

Example: The Link between Disorder and Genius: An Interview with Dr. Gail Saltz

Everyone loves thorough expert information! There’s nothing like getting advice and insight from a professional. Utilize your resources to create some content that your audience will appreciate and return back for. This is a key way to bring healthcare to their fingertips.

Interviews are also an opportunity to capitalize on the rising popularity of podcasts. For example, in the link above Scientific American used a short text sample of the interview to gain visibility for their podcast on search engines. Intelligently finding ways to repurpose your content across different mediums, such as is the case above, is paramount to maximizing your content marketing budget.

8. Patient stories

Example: Leukemia survivor gives back through Jimmy Fund Golf

Who doesn’t love to relate to a voice like theirs? Your customers will keep coming back if they feel that your company understands them and their issues. Add some value by sharing a success story, or one of struggle. Give your audience something real to attach to and feel supported in.

9. Comprehensive Guides

Example: The Complete Guide to Building a Healthy Diet

In-depth guides not only give you a great chance to show off your expertise but are equally effective in ranking for dozens of keywords. Think of these as a more casual version of resource pages where you can be conversational while still informing your audience. A great trick for these long-form posts is to structure your subheaders around long tail keyword variations and related searches to your target keyword topic.

10. User-generated content

Example: Exercise and Metastatic Breast Cancer: Tips from a Survivor

Content generated by your users is priceless, it encourages engagement and investment, two things that are essential in maintaining steady readers and committed customers. Let your readers take the wheel, they will appreciate the fresh voice and your dedication to connecting with them.

11. Company News

Example: Thirty-One Gifts, Nationwide Children’s Hospital Announce ‘Girls Take Flight’ Partnership

Company News is a great way to keep your target audience up to date on what impact you’re making in the Healthcare field and what changes are occurring within your company. Think of it as an e-toast to your accomplishments and growth. However be sure that your post adds value to your audience and doesn’t fall into the trap of being a yawn-inducing press release.

12. Long-form articles

Example: Guide to Providing Health Insurance for Small Business Owners

Long-form articles are good for explanations, whether you’re covering member benefits or details of new changes, it gives you the room to be thorough. These are not as easy to digest, but a necessity when valuable information can’t afford to be broken down via other methods. Also, be sure to include a table of contents to help your reader immediately find the information they are looking for.

13. Ask a Doctor

Example: Ask Dr. Dina: What’s the best way to treat my kid‘s racking dry cough?

Asking a Doctor is similar to Q&A, it gives customers the opportunity to be candid and honest about the information they need. Shouldn’t a healthcare company serve the perfect forum for that? Giving members direct access to a doctor for information they find useful is invaluable.

14. Comparisons

Example: Insulin: Compare common options for insulin therapy

Comparisons are useful because they introduce options. Maybe your readers have long debated about which form of treatment was best for them? Providing options, and pros and cons can help ease the burden of a hefty decision.

15. How I

Example: How I Learned To Control My Anxiety Through Running

These forms of content sharing are another spin on relatable information from the customers’ point of view. It introduces alternatives and personal experience, both of which resonate with readers and gives them skills to take away and things to try.

16. Original Research

Example: Mayo research shows surgery adds years for kidney cancer patients

Original Research is important because it displays your contribution to the field and the company’s interest in a particular topic or initiative. Going beyond what can be seen as faceless healthcare, it creates the perception of a niche, making the brand more down to earth, and more active.

17. Op-Ed

Example: Please Stop Comparing Your Cold/Flu to My Chronic Illness

Opinions are important! It’s safe to bet that a few of your readers have a different voice and opinion than others, so it’s important to acknowledge them with Op-Ed pieces. It shakes up the contribution and allows some variety in the regular content that is shared by the company. 

18. Round Ups

Example: 10 Mighty Mental Health Stories That Stuck With Me in 2016

Round ups are one of today’s most entertaining forms of content sharing. Compiling relevant articles/ information for your readers gives them variety, while still getting your information out. Instead of hunting separately for the 10 most asked questions for pregnant women, your blog provides a one-stop-shop. Throw in some photos to shake it up a bit more.

19. Common Misconceptions

Example: Plastic & Cosmetic Surgery Myths Debunked

Debunking myths is essential when dealing with anything having to do with health! Customers hear and read plenty of false information on a regular basis, so it’s essential to address the inaccuracies in a way that will catch their attention. Aim for an eye-grabbing title to reel them in.

20. Guest Contributors

Example: News for Your Heart and Your Brain

Is there a community of people you would like to engage? If so, the quickest way to gain an audience’s trust is by teaming up with one of their thought leaders. By reaching out to an authority outside your organization you not only earn the attention of their existing audience but also gain an alternative expert point of view.

21. Holidays & Seasons

Example: Six Effortless Tips for Healthy Holiday Baking

Holiday and Season themed content gives a fun and more human spin on the information your company shares. It shows readers that your content isn’t pumped out and automated year-round, there’s some thought and consideration to it. It also gives you a chance to address issues that may be more significant during certain times of the year ie: flu shot vaccinations, cavities around Halloween etc.

22. Why

Example: Why Outpatient Antibiotic Prescriptions Should Always Include Indications

This form of content takes a stand and provides more of an opinion than the other forms of content we’ve covered. This is useful when discussing hot topics and controversial issues. Be sure to use some research and statistics to back up your stance.

23. Relevant Medical News

Example: New Treatment Protocol Boosts Survival in Pediatric Neuroblastoma Patients

Medical news will be essential to share with your readers, after all, they need to be in the know right? Be conscious, and ethical when sharing medical news. Knowing your target audience is imperative here, so your company is aware of what impacts them directly and can share it efficiently.

24. Creative Alternatives

Example: 25 Songs to Help People With Depression During the Holiday Season

It’s always great to throw a lighter and more playful content article into the mix. Factual information is essential but so is a quick and relatable read. Let your customers know that you can let your hair down, let the creativity run wild here.

25. Alternative Treatments

Example: How The Reishi Mushroom Helps Fight Cancer, Boost Immunity & Improve Liver Detox

Alternative Treatments are important because your customers will vary. This connects with those customers that are hesitant to accept that new prescription because of the side effects they read about on another site. Providing alternatives will assure you don’t lose them completely, and gives them various informed options for helping themselves safely.

Conclusion

So there you have it, we’ve ventured through a plethora of methods to reach your audience and get them the information they need. Blog content has become a pivotal tool across all industries, and it is time healthcare catches up by integrating it into various marketing techniques.

Healthcare should be frontline for all individuals, so it’s necessary to make vital information accessible, relatable and comprehensible in a way that best helps those we aim to serve.

Blog content not only provides the opportunity to spread brand awareness, but it creates chances to connect and better understand and spread health to your target population; the true purpose of healthcare. Get personal, get specific, and help your customers get healthy!